Communicating with your potential customers and current customers through email is essential. In fact, MarketingSherpa found that 72% of U.S. adults prefer companies to communicate with them through email, as opposed to 48% postal mail, 34% television advertising, 31% print media, and 19% text messaging. In addition, The DMA found email has the highest conversion rate of purchases made as a result of receiving a marketing message.
If you’re thinking about launching an email marketing campaign at your business, consider the following:
- Make subscribing easy. Allow people to sign up throughout your website, on your blog, Facebook page, and any other place your followers are already actively participating in your brand. In addition to collecting email addresses, garnering names and birthdays allows you to personalize messages and offer discounts as a gift.
- Send a welcome email. Too many brands don’t follow up after someone subscribes to receive newsletter and/or promotional emails. If they took the time to complete your form, they are interested in learning more about your business and receiving emails from you. Reassure your new audience good things are coming and, if you can, offer exclusive content or special offers to thank them for their interest and loyalty.
- Create relevant content. All your content, whether in a newsletter or a promotion, should be relevant to the audience you’re sending the message to. Ensure you have a well-defined audience with appropriate segments to make sure you are messaging the most appropriate content to each individual. If your content is engaging and addresses issues or concerns that particular user may have, your audience will remain engaged with your emails and your brand.
- Make it easy to read. People today do not have the time nor attention span to read long blocks of text or newspaper-like emails; they receive countless other emails and are bombarded with advertising and promotions constantly. When developing content you should have short paragraphs, bullets, links to read more, subheadings, and relevant images to make scanning possible. If they want to learn more about the topic, they will click through.
- Understand spam laws. Many companies don’t take the time and effort to read the CAN-SPAM act, and unintentionally send spam to audiences. It’s important the email you are sending contains the information you promised when the user subscribed, provides the ability to unsubscribe, and has a clear subject line that doesn’t mislead the consumer.
- Test everything. Not only should you test your email internally before sending, but you should test various aspects of the email. Ensure your email is displaying appropriately within each environment, including mobile. In addition, A/B test subject lines, images, copy, and more to learn what your audience likes and how they respond to different messages. Testing your audience’s reactions will only improve your future conversion rates.
Developing an efficient and effective email marketing strategy can only improve your sales and conversion opportunities. If you are looking to begin developing a new email campaign for your small business, contact Web Solutions of America today at 407-636-4233 and speak with one of our email marketing strategists.