Small business marketers are scrappy in the best way. That’s because one minute they're the chief marketer, and the next they’re putting out another metaphorical fire. Small business team members wear so many hats that they need to be experts at a variety of tasks and jobs, including marketing.
According to the website Small Business Trends, 54 percent of small business owners polled in one study said that email marketing was their most important marketing tool to help increase sales. That’s why it’s necessary to embrace the digital artform that is email marketing. Check out the tips below to ensure you’re getting the most from your email marketing efforts.
Send an Incentive to New Subscribers
New subscribers to your email newsletter are the perfect opportunity to strike while the iron is hot, as they say. A person has just shown interest in your business by signing up to continue getting email offers and information from you. That means they may be closer to buying than others. Offer some sort of incentive, like a discount on their first order or an incentive to buy a recurring subscription. This will help your new subscriber take the plunge to buy while your business is still top of mind.
Strike the Right Balance
Sending the right amount of emails is an art form. You don’t want to spam your followers, and you also don’t want them to scratch their heads when they receive an email and wonder who you are because they haven’t heard from you in ages.
Alway exercise the thought that the quality of your emails matters more than the quantity. If you don’t have anything new to say or offer every week, don’t try to fill content just for the sake of filling content. Your recipients will come to understand that when they get your emails, the content is worth reading. Otherwise, your mail may automatically end up in the virtual trash.
Offer Smart Options to Reduce Emails
While you are required to have an opt-out option on the bottom of your email messages, you can also offer opportunities to let your audience tailor their experience. For example, one of your potential customers could only be interested in one facet of your business and would only like to receive emails on that particular topic. Instead of having that customer opt out of all emails, give them options to update their preferences before they leave.
Give a Clear Call to Action
One of the easiest and best ways to make your email marketing successful is to offer next steps. If you’re offering a sale, direct your users how to shop that sale. If you want them to watch a promotional video, give them a button that takes them directly to the video. Whatever you’re hoping to achieve, let your audience know exactly how they can follow up with you and continue to reach out.
Email marketing gives you the opportunity to reach your target audience virtually and with little cost. When done correctly, email marketing can be a lucrative tactic for your small business. Remember to send content worth sending, provide an incentive and offer next steps to follow up. Before you know it, you’ll be winning over hearts one email at a time.