Small business owners often assume that small business email marketing isn’t effective — and that email is just for the big guys. They speculate that you probably need thousands of customers and millions of dollars in revenue to generate an email list big enough to justify putting any effort into it.
But they’re wrong!
Email marketing is frequently cited as the most lucrative form of online marketing – returning an average of $44.25 in revenue for every $1 spent. And the good news is that this scorching hot ROI isn’t just reserved for the big players. Even little guys can profit substantially from email marketing!
Find out how you can use a few simple tips to kill it with email marketing this year!
1. Start sending your marketing emails now
Don’t wait until your list is “big enough” to get started on creating your newsletter or promotional emails! It’s easy to get stuck in this trap and continue to find excuses to put off email marketing. But every day that you keep email marketing on the back burner is a day that you’re losing the revenue that it could be generating.
Remember that each sign up you get is another person indicating that they are genuinely interested in what you have to say. Show that you value that interest by emailing your subscribers no matter how small your list is. Don’t wait until you hit some sort of self-imposed threshold before you start communicating by email.
Plus, if you wait too long, these subscribers might forget that they even signed up for your emails in the first place. This can lead to higher rates of spam complaints or unsubscribes, which will definitely hurt your email sender score.
So, as soon as you have an audience, start sending emails — it doesn’t matter if your email list only has 15 subscribers. By sending emails right away, you can begin collecting data on email campaigns and testing various design elements, calls to action, and copy to get a clear picture of what works and what doesn’t.
Let’s face it, no one is going to be an email pro with the very first email they send. In fact, your first email may be a total flop. But that’s okay! It’s better to send a dud email to 15 people than wait until you have a giant email list and make the same mistake.
Regardless of the size of your list, sending emails can also help you continue to grow your subscriber base more quickly because recipients forward emails to friends, family members, and colleagues. The result is a wider audience base that can translate into more signups without any additional work on your end.
- Create your first email campaign and send it – just do it already!
- Start tracking data to provide a baseline for testing future efforts
2. Encourage sign-ups anywhere you can
This may sound like a no-brainer, but people can’t subscribe to your emails if you don’t give them a way to sign up — you’d be surprised how many business owners forget that crucial fact.
Give your customers as many chances as possible to subscribe to your emails! Pepper your website with email signup forms wherever appropriate. Include a sign-up CTA on your homepage, contact page, and your footer.
If you have an ecommerce store, be sure to provide an option on the checkout page to opt-in to emails while customers are already submitting their email addresses to complete orders. This can easily be done through the SendinBlue plugin for WooCommerce.
You should also collect email addresses in-person with a tablet or sign-up sheet so that you can follow up with customers at a later time in their inbox. You can even encourage sign-ups by providing a giveaway or promising exclusive deals to subscribers.
Within your emails include a link to subscribe so that people who have your emails forwarded to them by a friend, relative, or co-worker can sign up for themselves. This strategy not only increases your email list size but also boosts engagement.
- Include a sign-up button on your homepage to give visitors a chance to subscribe right away
- Provide an email opt-in feature on your checkout page to make signing up effortless
- Allow physical visitors to provide an email address while browsing or buying at your physical location
- Give email recipients a way to sign up for future correspondence from the email itself
3. Maintain consistency with your sending
With small business email marketing (or any email marketing for that matter) you should always be consistent!
The most important element for launching an email marketing campaign is giving subscribers what they want and being consistent on your delivery with this value. Subscribers expect to see emails on a regular schedule, whether that’s daily, weekly, monthly, or even quarterly. If you fall short of their expectations, it will reflect poorly on your brand. Remember that you can always start out by sending emails less often and then ramp up efforts and send more frequently later.
Use the same template and voice within your emails to mimic the design and tone of your website. You want to provide subscribers with a seamless brand experience across all communications. This will let them know immediately who the email is coming from and build trust along the way.
- Send emails regularly
- Pick a template and stick with it
- Use the same tone across all emails
4. Tie in your social media efforts
Don’t forget to leverage your presence on social media too! Email and social media work very well together, so you should always be on the lookout for ways to blend your two strategies together.
Remind followers that they should sign up for your emails to have access to exclusive content or offers in your newsletter.
This promotion can also work both ways. Including links to your social profiles in your emails encourages subscribers to follow you on their favorite social platforms, which lets you continue to grow your audience on all fronts.
If you have interactions with followers that you can highlight, make them feel special by including their user-generated content in your emails as well. These followers are more likely to subscribe and forward your emails to their contacts if you include their reviews, feedback, funny quips, etc.
When you run contests or giveaways on social media, announce this information in your emails as well to expand your reach. You can also highlight past participants and winners to entice other subscribers to participate in future events.
- Include links to social media profiles in your emails
- Share relevant content from your followers on social media and in emails
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