Email Marketing Tips for Small Businesses

Justin Rosenbluth About The Author

Sep 1, 2021 1:52:42 PM

Email Marketing Tips for Small Businesses

There's a common misconception that email marketing is no longer as efficient as it once was. However, it remains one of the best ways to nurture leads, grow a brand, and make sales. Email isn't going anywhere, with an active four billion users to prove email marketing is still effective when properly executed. If you want to build a strong relationship with leads and customers, email marketing is vital.  

To experience the many benefits of email marketing, follow these email marketing tips to help you develop your next strategy. 

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Gather Information 

Screen Shot 2021-08-31 at 1.55.53 PMWhen getting started, you need to gather email addresses and other personal information from your audience. To achieve this, you can set up email opt-ins on your website. Keep in mind that you need to remain compliant with the CAN-SPAM Act, which helps ensure that people can choose to opt out if they no longer want to receive marketing emails. 

As you gather information to equip your campaigns, you can begin earning trust and building a relationship with your audience. Use calls to action (CTAs) and offers to drive more email signups to encourage more people to submit their details. Some of the offers may include premium content, discounts on purchases of a certain amount, guides, and other items that people find valuable. 

Create Valuable Email Content 

It's essential to create emails that people want to open and read. Otherwise, your emails may just remain lost in people's inboxes. High-value content that encourages people to open and explore them will make sure your efforts don't go to waste. In your emails, be sure to add links to take recipients further, whether the link leads to your website, a blog, or your social media accounts.  

It helps to research what your audience wants to know and create emails tailored specifically to them. Once you've gained a deeper understanding of your audience, there are several types of content you can make. For example, emails can include guides, answers to frequently asked questions, interesting information about products or services, or videos. When it comes to subject lines, create clickable titles that drive open rates. Additionally, include a CTA in the body of your emails that fuels high click-through rates. 

Optimize for Mobile 

Screen Shot 2021-08-31 at 1.55.57 PMRemember that people who are on the go will retrieve email from their phone, and are less likely to check their emails on laptops or desktop computers. Many people use mobile devices to open emails, from tablets to smartphones. To connect with these users, make sure your emails are mobile-friendly and well-optimized. If your emails are improperly formatted for mobile users, viewers aren’t likely to remain interested in reading.  

Add Visuals 

Your emails should contain more than words to engage recipients and hold their attention. Not all viewers want to read hefty paragraphs, and are more likely to skim through material. However, using visuals is a highly effective way to build a strong relationship with email audiences and resonate with them. People love video, and it’s easily consumed. 

Video is one of the most valuable types of visual content to include in your emails, including explainer videos that go into more detail about your offerings. You can also add animated GIFs and eye-catching images or graphics that complement the surrounding text. The more visual your emails are, the more appealing they'll be to your audiences. Ultimately, this will encourage more users to open and view your emails regularly. 

Track Campaign Success 

Screen Shot 2021-08-31 at 1.56.03 PMOne of the key benefits of email marketing is that it's highly trackable and measurable. To track your campaigns, you need to start with specific goals. If you can figure out what goals you want to achieve, you can decide which key performance indicators (KPIs) to track.  

For example, if your campaign is intended to increase brand awareness and recognition, open rates will be an important KPI. For conversions and sales in an action campaign, click-throughs and sales will be the KPIs worth tracking. You can take a closer look at KPIs through analytics tools and identify what works and what doesn't.  

As you try to pinpoint what drives results, engage in A/B testing for email content. You can test two different sets of subject lines, body content, and images and keep what works while ditching or further modifying poorly performing content. Over time, you'll be able to hone your email marketing strategies and meet your goals with more efficacy. 

Develop a Solid Email Marketing Campaign with a Media Partner 

By implementing email marketing, you can grow your business by connecting with millions of active users. As you reach out to more leads with high-value email content, you'll be able to boost conversions and sales significantly. If you want to develop a successful email strategy to supplement the rest of your marketing efforts, consider working with a media partner. A partner you can trust will help ensure your campaigns have the chance to flourish. 

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