Email marketing campaigns are tough campaigns to run yet they are still considered one of the most effective marketing techniques out there. However, as a small business owner, you won’t have as much budget as a globally-operating business and mistakes simply cannot afford to be made.
So you can maximise your business’s opportunities and ensure your emails are successful here are some of the best things you need to be practising, as well as some of the worst.
Do – Format Your Emails
Learning how to format your emails properly is one of the most important things if you want to be taken seriously. A block of text will usually end up unread and some out dated formatting techniques – like using coloured highlighting and childish fonts – might make you seem unprofessional.
Learn the basics of good formatting – say the most important things in your headings and have at least three to four of them depending on the length of your email, bold the bits or words that you want to draw attention to, have short paragraphs and so on.
People usually don’t have a lot of time to read your email and if you want to leave an impression on them, make your emails easy to scan and let your readers get the most out of it without spending too much time on reading.
Avoid – Using Shy Calls to Action
The call to action features of your emails, such as the ones that say ‘ ‘Buy Now’, cannot be hidden away in your emails because people are lazy and won’t actively look for them. Don’t be afraid to make them clear and to ensure they stand out.
After all, people will expect to see them so making them as clear as possible is a great way to make sure your readers act.
Do – Organise Your Mailing Lists
Using automated email services, you’ll have the ability to organize and separate your email contacts into certain groups. This is so important as it helps you to use targeted emails much more effectively.
For instance, you could divide your list based on their interests, education, location, gender etc. This will help you create custom emails that are much more effective. If using tools like Flash Issue or Constant Contact, you’ll be able to manage your lists effortlessly.
Avoid – Poor Subject Lines
After you’ve sent an email and it arrives in your reader’s inbox, the only thing that is going to make them want to open the email is the subject line so make sure that it’s clear and has impact.
Get creative, think outside of the box and think of something unique and eye-catching that matches your brand and will make your emails far more likely to be opened. Use tools like Viawriting to make sure your subject lines fit in the average browser size or resources like Academ advisor to create them on your behalf.
Do – Test Your Emails
Just like anything in life, you’re probably not going to be able to create the perfect emails first time, but you won’t be able to tell before you start sending them out. Or can you?
If you’re sending out an important email, be sure to create two versions and then A/B test them to make sure they work before you send them out and potentially lose leads.
Avoid – Forgetting to Analyse Your Performance
Analysing your performance throughout the year is one of the most important things when it comes to your email marketing campaigns. Without it, you wouldn’t be able to know how successful a certain aspect was or what needs to be changed. This is the only way to know if your business is growing or not.
Start by measuring the content marketing ROI to see how your blog or website converts visitors into leads. Then you can see how well are those leads responding to your emails – open rates, click-through rates and so on.
Analyse your performance to make the best decisions you can regarding your business.
As you can see, email marketing can become your best friend if you are a small business owner. It’s a unique and versatile approach to your customers on a more personal level. Follow these tips on what to do – and especially on what not to do – and you’ll be on your way to quality business improvements.
Freddie Tubbs is an email marketing consultant at Ukwritings. He regularly takes part in digital marketing conferences and contributes articles to Essayroo and Boomessays blogs.