With email being one of the best ways to gain
new customers, as well as nurture repeat customers, it is essential you’re
conducting effective email marketing. Most small businesses aren’t aware of the
full capability of email, but we’re here to say it should not be underestimated.
However, before you go sending copious emails, it’s essential you build an
effective marketing list in order to get a return from your efforts. In this
blog we give you some of our favourite email marketing tips for small
Make the signup process easy
If a customer has to
fill in endless information boxes, they will soon give up and abandon the sign
up process. This is something you want to avoid at all costs, therefore make
the process as simple as possible. We advise to make the name and email address
boxes mandatory, then have the other information fields optional so that they
can fill them in if desired.
Another important aspect to consider is the quality of the leads you gather. To keep your email list clean, install an email verification API that prevents unwanted addresses from signing up.
Explain what they should expect
In order to be GDPR compliant, you need to tell users what they’ll be getting in exchange for their personal information. As well as being lawful, by doing this you are not misleading visitors and can nurture better relationships that could lead to more purchases. Email marketing is all about creating long-term relationships.
Personalise when you can
Emails that are personalised get much higher open rates. So ensure you’re including personalisation tokens whenever possible. Nobody likes a corporate email which has clearly been sent to multiple people. If you personalise your emails, it will make the user feel personally thought of by the company. This can lead to better click-through rates which are essential to start the purchasing journey.
Give them the option to change/leave
It is vital that you always give users the option to change their subscription preferences or remove themselves from the list entirely. It's one of the email marketing best practices. You should make this process as clear and simple as possible, so that you do not aggravate or provoke a bad response from users.
Ensure your emails are mobile optimized
Most emails are opened
on mobile. Therefore, if they don’t appear correctly on screen, it will cause people
to abandon quickly. Ensure they are optimised for mobile and double check how
they look on a variety of mobile screens. Most email services provide a testing
feature where you can see how the email will look on mobile. Make use of this
Watch the results, take note, and learn!
Now that you’ve sent the
email, the work is not over. You will need to watch, measure and analyse the
results to see what went well, what didn't, and how to improve for the future.
Keep an eye on your bounce rate: if it’s higher than 3% or 4%, it’s time to prune
your list by using an email validation service.
Subscribe to your competitors’ newsletters
You need to regularly complete competitor analysis to see how you can better your own business. This includes subscribing to your competitors’ newsletters so that you can see what marketing tactics they’re using. This could provide insight into their strategy, inspire your own decisions and watch for any trends. You have similar target audiences, therefore keeping an eye on their email marketing should be a habit.
This post was provided by 07 Heaven, a Marketing Agency specialising in Inbound Marketing and Growth Driven Design, with offices in Southend-On-Sea, Essex. With a combined experience of over 17 years, 07 Heaven provides expert marketing services to a range of clients with individual specifications.