Email marketing can be a great way to reach customers, but it can be very difficult to capture your reader’s genuine attention without looking like spam or a sales pitch. Who wants to put a ton of time and effort into email marketing when their emails are just going to get ignored, deleted or caught in a spam filter? There’s a few tricks to successful email marketing for small businesses, which if done right can increase not only your conversions but also your website traffic, search engine rankings, etc. Plus, it’s one of the most effective free-of-cost marketing tactics out there. Read on to discover the top 5 tips for email marketing geared specifically toward small business owners.
1. Build Your List
Getting email addresses can be hard, but don’t be tempted to buy lists! Have a Subscribe button visible on every page of your website, but most importantly on your homepage. People need an incentive to subscribe to emails, especially from a small business. Think of ways you could encourage sign-ups, such as offering giveaways, discounts, etc., for email addresses.
2. Consistently Compelling Content
Your emails should be consistent, and relevant. If you’re a Santa Barbara Web Marketing firm, stick to content relevant to web marketing. Whether your content will be based around company news, special offers or weekly tips it’s also important to encourage traffic back to your site. For example, if you have a company blog you can include the title and first paragraph of each new post and a “read more” button linking to the actual blogpost page. Just make sure your emails are interesting, and keep the reader interested in staying subscribed. Be yourself. Try and stick to the personality and tone portrayed on your website; don’t change your style in your emails.
3. Tell Subscribers What to Expect
It’s important that people know what they’re signing up for, and how often they will be receiving emails (which you should stick to). If people think they’re signing up for a tips newsletter and instead receive nothing but sales pitches, they might mark your emails as spam.
4. Be Aware of the CAN-SPAM Act
Which brings us to the next important tip: make sure you follow the rules of the FTC’s CAN-SPAM Act, which can be viewed here. Such as, you must always include a clearly visible unsubscribe button and honor opt-out requests within 10 days, you must include a physical address in every email, etc. If you violate any of these rules, anyone can file a complaint against you with the FTC and you can be subject to penalties of up to $16,000 per email in violation. Ouch!
5. Track Your Results
You need to know what’s working and what’s not, so tracking your results is a very important part of email marketing for your business. Setting goals beforehand is a good way of determining what you want to achieve with your email marketing, then test and track in order to reach those goals. Different tactics and approaches will work better than others depending on your readers, so it’s crucial you find out what works best for you and your specific audience. It’s best to start with the basics first and integrate other marketing elements later, so as to not overwhelm yourself and leave room for testing the fundamentals. And most importantly, don’t give up! Planning your email marketing strategy and getting it right will take some time, but as long as you keep at it it will pay off!