Looking for a great way to reach out and build relationships with current and past customers and leads?
According to eMarketer, 80% of SMB retail professionals report that email marketing is the best marketing way for driving customer acquisition and retention.
In fact, one B2B survey shows that email is the 3rd most influential source of information for B2B audiences, following recommendations and industry-specific thought leaders.
Here is exactly how you can take advantage of the opportunities that small business email marketing can provide,
Below, we’ll provide helpful strategies for optimization and dive into a few different aspects of small business email marketing.
Small Business Email Marketing Strategy
Email Newsletters and articles:
Newsletters and articles are a great way to keep in regular contact with your email subscribers. Newsletters should be designed to provide massive amounts of value to your followers! They help you stay visible in your target market while engaging with current and future customers. This frequent communication will play a vital role in helping your small business increase brand recognition and build stronger customer relationships.
Email Drip Marketing Campaigns
Drip email marketing is very important for your business. Drip emails are designed to automate email messages that are sent to subscribers on a schedule.
These emails can also be triggered when the list subscriber completes a certain action, such as abandoning a cart, making a purchase, completing a payment, or after visiting your site.
These types of emails enable you to stay in touch without having to manually send an email each time.
The drip campaign is critical because it helps your company be more efficient and effective with its sales message.
Here are a few ideas for a email drip campaign:
- Welcome Email – You can send out an automated email to individuals who sign up for your email list or create an account on your website.
- Recommended Content – Just a few days after you send the welcome email to new subscribers, you can then send out an email with recommended content, which helps bring them back to the site.
- Cart Abandonment – Consumers will often put items in their cart without completing their purchase. When this happens, you can send an automated email to remind them of what they’ve left behind and make sure they don’t have any questions or concerns.
- Conversion Nudge – You can also create a drip campaign to help influence conversions. For instance, if a consumer has interacted with your site but not yet made a purchase, you can send a series of emails that helps guide them to the next step in conversion.
Much like the email newsletter, email drip campaigns not only allow you to stay in touch with subscribers on a regular basis, but they can also help influence conversions over time.
How to Increase Your Email List Subscribers
If you’re just getting started with your small business email marketing, you may be wondering how to get people to subscribe to your email list. It’s important that you get your leads and customers to give their permission before you send out any marketing emails. One of the best ways to get more email subscribers is through lead magnets.
Develop A Lead Magnet
One of the keys to creating a successful lead magnet is to make your offer specific.
Here’s an example of what that might look like:
Get a Free Copy of My #1 National Bestselling book that teaches you specific ways to grow your business! USE PROMO freebook
This offer is simple and to-the-point. It’s clear what the book provides – information on how to grow your business. This offer also provides instant gratification. The subscriber will get immediate access to the download after filling out the lead form, providing them with instant value.
Measuring Email Marketing Performance
After you’ve implemented your email marketing campaigns, it’s important to measure your performance. By tracking different metrics, you can determine which email campaigns are most successful.
Once you have tracked the metrics, you’ll be able to see which of your email campaigns are top performers.
Then, you can test, tune and replicate this success by using similar tactics in future campaigns.
The only way to know for sure what works and what doesn’t is to test different types of emails with your subscriber list.
For instance, you might send out an email with the same content but two different subject lines. Then, you can see which performs best and use this information to improve your subject lines in future campaigns.
Don’t have an email marketing account or want more information on email marketing… Check out the information below!