Email Marketing – sending out content to your mailing list – continues to be one of the most successful and cost-effective ways to market your business in 2021. This is why, as a small business, you should be utilising this to grow your business significantly! In this week’s blog, we outline some strategies to help you push your message far and wide. 

Why should I use email marketing? 

Do you have a special offer, some exciting news or a campaign you’d like people to get behind? These are all examples of times when using email marketing can come into its own. Sending consistent updates and offers to people who have subscribed to hear from you, can keep your audience engaged and increase brand awareness. 

However, it’s not as simple as pushing out an email every now and again. Think about the marketing emails you personally receive every day, how many do you open? What does it take for you to unsubscribe? The answers to this will really help when it comes to your own marketing strategy. Let’s take a look at some tips for successful email marketing: 

Make sure only people who want the emails are getting them

Don’t fall into the trap of thinking you can buy email addresses from a third party. All this will do is send your email to people who have no idea what you’re talking about, no interest in what you’re offering… and there’s a chance you’ll land in some legal hot water too. (GDPR means you can’t mess with people’s personal data!)

The best and safest way of making sure you only target relevant people is to create a subscription form for people to enter their details if they wish, this means that they have clearly expressed an interest in receiving your content. As equally important is the ‘opt out’ option (automatic with email marketing solutions such as Mailchimp) because you can’t always please everyone!

Use engaging subject lines and click-worthy content 

The subject line is the first thing people see in their inbox, so you better make it snappy. You essentially have seconds to get your customer to click, so don’t be afraid to be bold. Show some personality and get those clicks! 

The same goes with the content, lines and lines of text is a total turn-off. Split your content up with images, headers and videos (more on this later). 

The actual content of your email campaigns needs to be worth the click. Blogs are great as they offer something for your customer, insider knowledge is always a plus when they’ve shown interest in your industry. Providing offers and special deals exclusive to subscribers is a winner too. 

Optimise your emails for mobile devices 

62% of email opens occur on mobile devices, compared to just 9.8% on desktop. These results alone are the answer to the above question! You need to target your audience where they can most commonly be found… and that’s on their phones. 

Text-heavy emails don’t work so well on mobiles, so keep it short and snappy. Call to action buttons needs to be big, bold and as close to the top of the email as possible. Mobile screens are smaller, so therefore require a little more scrolling. You want to make sure the good stuff is at the top. 

Use emojis/ GIFs and videos 

Emojis and videos are among the best digital marketing elements for increased engagement and traffic. Adding relevant emojis increases your open rate by over 50% compared to text-only marketing messages, and ensures you stand out in a user’s crowded inbox. 

However, this is only the case if they are relevant to your target audience and your brand’s tone of voice. They encompass youth, friendliness and fun… so if your brand is on the more serious side, then perhaps it’s best to leave the emoji’s out to avoid damaging your image.

Personalization is key 

By adding some extra fields to your customer subscribe forms, you can begin to personalize your email campaigns based on this new information. Adding in your customer’s name can greatly improve your open rate, as it shows you’re attentive and considerate to your target audience and their needs. 

Another great way to personalise is to segment your audience. You can do this in many different ways but some examples are age, location or their role in an organisation. For example, if you had a location set as a segmentation, you could target those customers with local resources, places of interest, or specific deals that your brand is offering in that area. 

Email campaigns are a blank canvas for whatever your business needs to talk about, and we’re here to help you make the most of this opportunity! Our Email Marketing Services take the strain away from you, leaving you to focus on the more important aspects of your business. Get in touch with us to see how we can help your business thrive!

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