Email marketing is a resourceful tool for small business owners since it is a simple strategy for connecting with clients on mobile without necessarily investing much in new technology. It communicates and forges strong connections with prospects, gather valuable data, and assist in enhancing marketing ROI. According to the findings of the Forrester Research in 2014, consumers opened 42 percent of emails from retailers on their smartphones while 17 percent of the emails were opened via tablets. This report indicates that email marketing messages also serve as mobile marketing messages.
Simple tips for effective email marketing strategies
Although email marketing is important for small businesses, many do not attain the targeted returns. To create, implement, and maintain robust email strategies, you need to focus on your target consumers and the message. You should also avoid sending self-promotional messages. Most users tend to delete self-promotional messages rather than reading them.
- Identify a competent email-marketing provider
Conduct intensive research and identify several providers. Liaise with other small businesses within your locality and find out the type of providers they are using. Some email marketing agencies have low cost options. Try out different providers and select one that addresses your marketing needs.
- Refresh your existing database
If you had acquired a large database of contacts through your sales effort, blog, or website, then you have to do some clean up. Rather than deleting contacts, take some time to refresh your database by writing off expired information and boosting current information. You can leverage tools such as Data.com, StrikeIron, and D&B to authenticate email addresses and update your contacts.
- Know your target consumers
Before you even think of creating a marketing message, you must be conversant with your consumers. Make your business professional by sending permission-based emails. You can request your customers to join your permission-based list by incorporating a newsletter signup form on each page of your site. You can also include an opt-in link to polls and order confirmations that you send to clients.
- Prepare relevant content
Use quick web tools to survey your target clients concerning the type of content they need. For instance, a social network program allows you to utilize tweet-back campaigns and Facebook Questions to survey your target audience. Since only active users may respond to your surveys, you need to examine your web and sales analytics to cater for the needs of the less engaged users. Conduct competitor studies and establish the type of content they are sending to their customers. Make your content more appropriate to the users by addressing seasonal fashion trend, time-related element, and holidays. Once you are through with content preparation, you can segment your database into several groups and then develop custom email messages for every group.
- Identify the aim of your email marketing strategy
Do not send disorganized messages consisting of business news and promos to your client. You need to consider if you want to run a drip marketing campaign or use email blast marketing. Work in close cooperation with your sales team to determine the aim of every message. Additionally, you should create the design and upload the message to the correct list segment. Your marketing objective can range from driving traffic to a new page on your site to promoting a specific service or product to trigger repeat business from current clients. Make the design of your email as simple as possible.
- Identify measurable results
Measuring the performance of your marketing effort is imperative. Measuring enables you to pinpoint the strengths and weaknesses of your marketing efforts. Accessing real-time reports and collecting results via traceable links will help you in identifying areas that require some adjustments. Once you comprehend the results of your marketing effort, try to twist your message.
As a small business owner, you should use email as a medium for marketing your products and services. Always evaluate the outcome of your marketing campaign and think of unique ways to offer value to your clients. Create and maintain meaningful relationships with your customers and transform one-time buyers into long-term product ambassadors who market your products to their relatives and friends.
By: Kevin Faber