Email marketing is a great way for small businesses to reach out to new customers and maintain relationships with current customers. Email campaigns are affordable (MailChimp and Constant Contact are good examples) and easy to set up. As your mailing list grows, so will your business!
Give customers the option to opt in to your emails. You could have a sign-up sheet at the checkout counter, or add an eye-catching sign-up widget to your website. To add incentive, you could have a contest that is only available to subscribers, or give new subscribers a deal on their next purchase.
Whichever method you choose, be honest about why you are collecting their emails. Send an initial email thanking them for signing up. And if they unsubscribe from your list, don’t keep sending them emails! You don’t want to have a reputation for being annoying.
Building a Strategy
Newsletters are the most popular form of email marketing. Contests and coupons are also easy to email out, but be careful not to overdo it. You want to be clear that you care about the subscribers, not just their money.
If you would like to generate sales leads but don’t want to manually send the same email every time to every new lead, create a drip campaign! Emails can be triggered when customers take certain actions on your website or on the email itself. For example, a hair salon might schedule a reminder to subscribers who have an appointment coming up, and then set a post-treatment hair care email to go out so many days after their appointment. A drip campaign would also be ideal for sharing education material or training videos to new clients, as well as leading up to the unveiling of a new product or service. This site has an excellent infographic detailing best practices for drip campaigns.
Creating Effective Content
Keep your content helpful and relevant. Send content that your subscribers will find interesting – so if you’re a financial advisor, the best investment practices would make better email content than an article about cybersecurity or bashing Millennials.
Keep your content brief and to the point. Avoid using too many images – those emails are more likely to be marked as spam. And don’t trick subscribers with a misleading subject line. Honesty is the best policy: email marketing is still representative of your brand.
Constantly test the effectiveness of your email strategy. Keeping track of who opens which emails will help you refine your content to target specific leads.
Would you like to start an email marketing campaign? Give Spotted Monkey a call! We can walk you through email set-up and tailor the best strategy for your message.
There are many avenues, but there’s only one spot.