- Expect a return of $42, on average, for every $1 you spend on email marketing. (Direct Marketing Association, 2019)
- The majority of small to midsize businesses, 81%, primarily use email to acquire customers, while 80% use it to retain them. (Emarsys, 2018)
- Videos in email can boost click rates by an astonishing 300%. (Martech Advisor, 2017)
We’ve got you covered if you’re looking for email marketing tips and tricks to incorporate into your processes, despite the many modes of communication businesses can now use to reach their customers, email still works wonders.
Our favorite email marketing tips for small businesses to try
If you are an email marketer with limited time, keeping up with the ever-changing field of digital marketing can be challenging. However, we have conducted research and gathered a selection of email marketing best practices to assist you in implementing them today.
1. Use email marketing software
Without email marketing software, email marketing becomes a true challenge. Initially, it may be acceptable to overlook email automation when you have only a small number of subscribers. However, as your subscriber list expands over time, you will require it to alleviate everyday, repetitive duties.
It is advisable to select one right from the beginning.
One of the key features of the top email marketing software options is the ability to automate important tasks in both B2C and B2B email marketing. These tasks include capturing email addresses, adding subscribers to a list, sending autoresponders, and generating marketing analytics reports, among others.
With your email marketing software being used properly, it can aid in accomplishing a variety of tasks, creating successful email campaigns.
- Save and organize your contacts: All of your email contacts and subscribers are saved in one place, segmented according to the various list parameters you put in place.
- Use customizable email templates: Most email marketing software systems come with WYSIWYG (what you see is what you get) editors and professional-looking templates you can use out of the box. Others let you create templates from scratch and save them for later use.
- Create campaign landing pages: With landing pages, you can keep emails short by simply adding links to pages that offer more information. You can even add a buy button to get subscribers to purchase the product or service you’re promoting. GetResponse and Sendinblue are just two of the email software options that offer landing page creation capabilities with their drag-and-drop page builders.
2. Build your email list
Using platforms you don’t own can have a downside, depending on your marketing objectives, as there are various marketing techniques available for spreading awareness about your product or service.
In a similar way to social media marketing, if you unintentionally breach the regulations of a social network, you may be expelled from the platform, sometimes without prior notification. Consequently, you forfeit your page, your followers, and the data you have accumulated from past campaigns.
If you do not have an email list for marketing, you can start building one using the following email marketing techniques. When you have a list, you have ownership and can repeatedly use it to communicate with your subscribers.
- Create gated content: Also referred to as lead magnets, gated content can be downloadable assets, such as an ebook or white paper, or upgrades to the content a reader is currently consuming, such as a checklist or free template, that they can get for free in exchange for their contact information or email address.
- Allow website users to opt in: Give visitors the option to subscribe to your email list. Leverage website analytics for successful email marketing to determine which pages get the most views, then add an email sign-up form on those pages and other high-converting places on your website (e.g., your “about” page, footer, sidebar, floating bar, blog posts, resource pages, etc.).
- Leverage social proof: Social proof is rooted in the belief that there is power in numbers, and that an individual’s decision can be influenced by the majority’s decision.
- Include a sign-up link in your emails: Take full advantage of every email you send by always adding a link to your company’s sign-up form or website landing page.
3. Build relationships with personalized emails
Emails give you direct access to the inboxes of your audience, which is a privilege that should not be misused with low-quality or irrelevant content. It is important to understand that people have specific needs, desires, and interests, and generic pitches seldom resonate with them. On the other hand, personalized emails grab attention in the inbox as they are highly relevant and customized in nature.
Research has demonstrated that personalized emails can result in a boost of engagement rates by approximately 75%. Customizing your emails involves more than mere inclusion of your customer’s name; it encompasses comprehending their requirements and preferences, and subsequently adapting your emails to provide pertinent content.
The ability to personalize emails can be achieved by following a step-by-step process.
- The type of content users previously interacted with
- User purchase behavior
- Celebrating a user’s birthday
4. Save time with email automation
Using email automation allows you to send the appropriate email to the correct audience at the appropriate time, all while managing your schedule efficiently. This technology enables you to draft emails and schedule them to be sent according to a specific action.
One way to ensure timely communication with customers is by implementing automated emails for certain events. For instance, immediately after a purchase, an automated email should be sent to confirm the transaction and express gratitude. Similarly, once a product is shipped, an automated tracking email can be sent to keep the buyer updated. Additionally, it is possible to automate a sequence of welcome emails that are regularly sent out to new subscribers.
5. Create loyal customers by nurturing a relationship
Email marketing is about more than just making a sale; it involves nurturing long-term relationships. Instead of prioritizing your company, ensure your emails center around the customers. Begin by crafting emails that address solutions to your audience’s issues. Ensure that all your content, videos, headlines, and CTAs (calls to action) are targeted and emphasize the benefits.
Remember, email is an effective method for contacting your audience. Therefore, utilize emails to distribute beneficial information, updates, deals, reminders, support, and other content to your recipients.
When considering each step, rephrase the following text while preserving its meaning without adding or removing any information: “To satisfy your customers’ curiosity about whether your office is observing a mental health day or introducing something fresh for them to explore, establish a strong connection by being transparent and supportive. As relationships are reciprocal, refrain from merely informing your audience; instead, engage them by soliciting their opinions.”
To think in a systematic manner, rewording the text above without altering its meaning, consider asking your audience about their preferences for future emails to gain direct understanding, adjusting your strategy based on polls and surveys to cater to your audience’s requirements. Additionally, make sure to interact with your talkative superfans by periodically checking in with them.
6. Strengthen your email delivery with confirmed opt-in
To prevent your emails from being perceived as spam by your audience, employ confirmed opt-in (or double opt-in) to verify that individuals genuinely desire to receive your emails.
After someone joins your list, the double opt-in process involves sending an email containing a button that the subscriber needs to click to confirm their desire to receive your emails. Additionally, it is crucial to have proper email authentication protocols like DMARC/ DKIM configured to guarantee the delivery of your emails.
Although it may seem unnecessary for your contact to go through this process, it helps in reducing accidental sign-ups and serves as proof of the validity of their email address. By keeping your email list clean, this process also aids in improving deliverability.
When considering, prioritize the quality of your list over its quantity. It is unfavorable to have a list comprising individuals uninterested in your communication.
7. Boost credibility by avoiding no-reply addresses
Ensuring a better customer experience is important, which is why it is crucial to have a reply address that allows your customers to respond. This reply address serves as the “from” address originating from you.
Using a no-reply email address could potentially reduce deliverability as it may get caught in spam filters and recipients might be more inclined to mark it as spam. To avoid this, it is recommended to use an email address from a real person in your company or customerservice@domain.com instead of noreply@domain.com.
It is important to remember to check your inbox regularly. In order to make sure your customers’ inquiries are responded to promptly, designate someone to actively monitor this email address.
8. Write captivating subject lines
Despite being advised repeatedly not to judge a book by its cover, it is inevitable that most individuals still do so. Similarly, this applies to email marketing, including sales email marketing and other forms, as people tend to judge the subject lines (or the covers) of the emails.
Considering the massive volume of emails sent and received worldwide every day, standing out in a crowded inbox is crucial for getting your emails opened. Therefore, the key lies in creating a subject line that catches attention.
The email subject line is referred to as the “ticket on the meat” by advertising legend David Ogilvy, just like an article or blog post headline.
When it comes to subject line copywriting, it is recommended to incorporate action words and keep the length between 6-10 words. Additionally, Constant Contact provides a useful subject line cheat sheet that you might find beneficial. Once you have mastered these techniques, also consider the following tips for subject lines in your email marketing campaigns.
- Create a curiosity gap: Between what we already know and what we still need or want to know is a space called the curiosity gap. Use it to your advantage. In other words, pique your readers’ interest with your subject line to get them to click.
- A/B test your subject lines: Any list of effective email marketing tips won’t be complete without testing, testing, and more testing. When you A/B test your subject lines, you send two different versions to two different sub-groups of your contacts with the goal of learning which fares better in terms of open rates. Then, you can send the rest of your subscribers the email with the winning subject line.
- Nail your preview text: Although it’s not exactly a part of the subject line (and it can be hidden or displayed depending on your preference in most email clients), the preview text — sometimes referred to as the preheader text — is a snippet of text that shows up next to an email’s subject line when viewed from the inbox.
