As the season changes and the holidays approach, we thought it would be a good time for a refresher on effective email marketing tips for small businesses. Keeping your finger on the pulse of what’s working in email marketing can mean the difference between percentages in open rates, engagement, and – in the end – revenue.
The following is our newly compiled list of effective email marketing tips to help your business drive email opens, CTR, and customer engagement.
Plan out your emails and know your holiday dates
You might be surprised at how many businesses don’t give any thought to even a simple email marketing strategy; and yet then wonder why their opt-outs are rising and their emails are not connecting with their customers. Before you send out your next email, take some time (even just half an hour) to sit down and think through the next couple emails you might send out. Know your upcoming holiday dates—such as Veterans Day, Thanksgiving, Black Friday, Cyber Monday—and think about how you might want to connect your emails to these dates.
Not only that, but plan what types of emails you’ll send. Which ones will have offers, and what offers; which ones will be content, and which will contain imagery. Planning out your emails helps take your customer through a journey that keeps them engaged and connected in your business.
Utilize email marketing automation
The holidays are always a busy time for businesses, and your customers as well. So instead of spending time setting up and wrestling with a series of individual emails, let email marketing automation do the heavy lifting for you. Once you have an idea of your email-marketing plan, you can create all your emails at once, and then set them to automatically send on a certain date. This saves you from headaches and last-minute emergencies, and also provides a consistent experience for your customers.
Consider offering opt-down, not just opt-out
Every business has to deal with subscribers who, for whatever reason, decide to opt-out of your emails. The good news is, you’re not alone in having to tackle this issue; the better news is, we have a way to cut back on complete unsubscribes! One way you can keep potential unsubscribers in your email marketing database is by offering an opt-down option, not just an opt-out. An opt-down means you’d send these individuals fewer emails, yet keep them in your communication stream.
Get creative with your content
Keeping your content different and fresh is a great way to drive CTR and engagement. A major study showed that a large majority of U.S. adults in fact enjoy receiving email communication from businesses they use and like, as long as that information is relevant and informative. If you establish yourself as a thought leader who has interesting things to say, or provides useful information, then your emails will be opened more and shared, and you will gain more legitimacy as a business. Another effective tip for your emails – using big, bold imagery that fills the frame for the hero images, and graphics over stock imagery.
Utilize segmentation and personalization
Another email marketing tip to remember – you should be utilizing segmentation and personalization in all your email marketing. Emails with personalized subject lines are 26% more likely to be opened, and (according to DMA) marketers have found a 760% increase in email revenue from segmented campaigns. This means that you should be sending email offers and messages to your customers based on past purchases or behavior patterns, to foster open rates and stay on their radar.
Add social sharing buttons
Adding social sharing buttons to the bottom of your emails is an easy way to expand the natural reach of your email marketing campaigns, funnel readers to your social media channels, and integrate your marketing efforts.
Weed out inactive subscribers
An important email marketing tip is to pay attention to your inactive subscribers and make sure that you’re removing them from your email database so that they don’t end your email campaigns before they even have a chance to begin. You can use engagement scoring to determine engagement levels, and clear out from there.
Create events to drive customers to your business
An email marketing tip to remember in this digital age is that while it might be almost all about digital, you cannot forget the importance of in-person interaction, especially if your business has a brick and mortar side. In-person, a subscriber has more of a likelihood of making a purchase once they arrive, so consider tailoring an email marketing campaign around driving people to a special event hosted at your business, offering them exclusive deals that can only be used in person.