People often question the value of email marketing efforts. But the answer to the question if email marketing works is yes—if you have the right knowledge to do it.
Businesses often miss the mark when it comes to this and they give up, not seeing the results. This is mostly due to their own shortcomings and elements of email marketing they neglect.
Small businesses, most notably, usually believe that they don’t have what it takes to succeed with this strategy, but that is never true.
Here are some simple yet effective tips to try out for best results.
1. Know your target audience
This is an obvious one and it’s mentioned in each guide related to marketing in any way. But the reason it finds its place in so many articles is simple—it’s just that important. Sending emails to your audience without knowing them is like shooting an arrow with a blindfold on.
Make sure that your emails are relevant to the recipient. Each recipient is different, though and that’s why you should create some kind of email segmentation into smaller groups. This targeted approach makes a huge difference in open and response rates.
You can use information from the following to segment your audience:
- Survey results (you can use Survey Monkey for example)
- Past purchases
- Purchase cycle
- Email activity
Some more specific ways to segment your audience are:
- Buyer personas
- Psychographic qualities
- By product
2. Create informative and concise emails
One thing you should keep in mind at all times is that people definitely have better and more entertaining things to do than reading your emails. You don’t have a lot of time to get your message across so sending short emails might be your best bet.
Short doesn’t always mean lacking, though. You can pack a lot of information in a concise format that will appeal to your audience better.
Use Revieweal writing guides to help you out with brevity—it’s an art that will get your emails opened and read.
3. Be consistent with your email sending schedule
All marketers share a fear of being called a spammer. However, you cannot be called a spammer if you are doing genuine marketing for people who have given you permission to email them.
4. Test your emails
You can sit and ponder all day on the reaction your email got and what kind of reaction would a different email get but experimenting is the king of getting information.
Split testing, or A/B testing is really popular and for a reason—it can give you a chance to see how your audience reacts to two things with an identical message but with slight differences.
Anything about your email that can be tested, should be tested. This approach will give you the best results. It involves a lot of optimizing and updating but it pays off.
- Open rates can increase once you get that perfect subject line
- Click-through rates increase with a tested and improved copy
- You’ll have a better understanding of what your customers want to see
5. Use proper grammar and spelling
This is another important issue in the email marketing. Grammar and spelling mistakes are not attractive in any area of living. They are not even acceptable in texts anymore—so why should you have them in your emails.
With so many tools nowadays, you have no excuse but to have completely accurate texts.
- It’s not that hard but it makes a difference. If you are not much of a proofreader, use services like Elite Assignment Help, for example.
- Learn proper grammar. State of Writing offers free resources for writing and Via Writing has free guides on grammar.
- Format the text in your email. Add bullet points, different but compatible fonts, bold and italic sections—all of the things to make your text more readable.
6. Personalize your emails
People love to feel special or like they belong in an exclusive club. Personalization marketing strategies leverage just that. Emails with an individualized subject line have more chance of being opened than those who don’t.
- Use the name of the recipient in the subject line
- Use the recipient’s name throughout the email
- Ask casual questions to make it seem more personal
- Add some personal details like your photo, your name, and your contact information
You can make use of an email writing tool for best results and UK Service Reviews can really save your time.
Sephora, for example, is one of the brands that implement this masterfully, sending out emails, which address their audience by first names, offer special deals based on their interest and have an overall personal feel of a good friend sending you an email.
7. Don’t compromise on value
Compared to all of the previous tips, having emails which offer genuine value is the most important one. It works to your advantage as well, since all of the content that you are sending them can hold both the value your customers need and a promotional value to entice them to purchase your product and engage with your brand.
This is not just necessary in one case but in all of the emails you send out. Consult blogs and communities like Kiss Metrics that can help you figure out what will work for you and what worked for them.
Being a master at email marketing takes time, but it also doesn’t have to be all that complicated. Implement some of these tips—or all of them—to get the best results. Do a thorough research before sending the emails, personalize them as much as possible and get to know your audience inside out. These are all surefire ways for a small business to get ahead in email marketing.
So that you can send emails to customers first you need to have a decent and neat online store. What would make it better than having nice and always up-to-date products in your virtual inventory? To get this done, you can use the Syncee product sourcing application from Shopify’s App Store.
Guest-blogger at Syncee. Rachel Summers is a social media manager that has been in the industry for seven years now. She is an expert who worked with a lot of companies, most notably, Write My Australia, a leading custom writing service. When she has the free time, she enjoys helping small businesses and start-ups with their social media strategies. See more of Rachel’s articles on her blog, writingpopulist.com.