Top 10 Tips for Successful SMB Email Marketing
Of all the methods available today, email is still the most cost-effective digital marketing method, providing an average ROI- Return on Investment- of $44.25 for every dollar spent, making it up to 20 times more cost-effective than other marketing methods*. Additionally, consumers who receive email marketing messages from businesses generally spend more when shopping, on average 83% more, and order 25% more frequently than those who don’t.
The following useful tips can help you get the most out of your business’ email marketing spend.
- 1. Get help. Simplify the technical aspects of email marketing by utilizing services from such companies as Constant Contact, iContact and Mail Chimp, who automate delivery and provide user-friendly templates.
- 2. Comply with CAN-SPAM laws. Remember that it is your responsibility to be in compliance with the latest regulations regarding email privacy. Read the Bureau of Consumer Protection’s CAN-SPAM Act Compliance Guide.
- 3. Build your own list. Creating your own list of email addresses from customers and prospects will yield far better results than by renting generic lists. Ask your customers to sign-up for your emails at the point of sale. Attend networking events and collect business cards, or build lists via sign-up sheets at events or from your website homepage.
- 4. Keep it simple. Avoid creating lengthy registration forms for your customers to fill out in order to receive emails. Just request a name and email address, or even just an email address. You can always get more information later by providing something of value like discounts, special promotions or free consultations.
- 5. Decide what you want to deliver. What will you want to use email marketing for? Do you want to promote sales or special events at your business, news about your company, discount and incentive codes, a regular newsletter or all the above? Start small and add other components over time and as you become more comfortable.
- 6. Design for mobile. According to Knotice, more than 40% of emails are opened on a mobile device. So, be sure to keep your design simple and utilize minimal images that load quickly so your recipients will find them easily readible.
- 7. Time your message. Most businesses send enewsletters at least once a month to avoid being forgotten by their customers. Or, if you prefer, you may send your newsletter bi-monthly or even weekly. Consider, too, that certain days of the week like Tuesdays or Thursdays are better for reaching people than Mondays or Fridays.
- 8. Get social. Promote your subscribers on social media accounts like Facebook and Twitter with buttons on your emails and request that they forward and share your emails with friends.
- 9. Monitor your list. By deleting addresses that get bouncebacks, checking for duplicate or improperly formatted, e.g. misspelled, addresses you’ll avoid sending too many emails to “dead” addresses that can result in your being marked as a spammer.
- 10. Test and evaluate. Test your email meassages and determine what subject lines, content, design and frequency obtain the best results. Your email service provider has analytical tools that can measure open- and click-through rates and other important criteria. Utilizing these tools to fine-tune your email marketing will maximize ROI.