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5 Email Marketing Tips for Small Businesses

Posted On: April 28, 2014

5 Email Marketing Tips for Small Businesses

Email marketing is an effective, inexpensive way to reach your customers. Done right, it can become your most valuable tool to keep people informed about your latest products or services.

So how do you go about launching a strategic plan without over-flooding your customers’ inboxes?

Here are 5 helpful tips to get you started.

1.     Make subscribing easy – This usually entails a simple icon on your home page that people can click on. Once users access the form, the information requested should be as minimal as possible to accommodate shrinking attention spans. An email address, username and password should nicely do the trick. And if you’re seeking additional personal information, try to only stick to the basics such as job title and company name.

2.     Inform subscriber what to expect – If you’re offering multiple products/services, try to list each one in detail as succinctly as possible on your signup form. Whether they’re coupons, daily deals or a weekly newsletter, make sure the descriptions are clear so customers can choose the right option for them.  Simply put, people can decide whether or not they want to subscribe.

3.     Scannable is best – No matter what the profession, everyone experiences email overload. Therefore, your marketing email may go unread, or worse, wind up in the trash. To get that message opened, think of a catchy subject line to attract people’s attention. Once they’re “in”, make sure the content is broken up into short paragraphs so the email is scannable and reader-friendly. Less is more, especially when it comes to email.

4.     Send people the content they want – You’ve seen what your readers have signed up for in their contact forms. Now you have to make sure you give them the content that they’ve asked for. Don’t be afraid to ask for user feedback from time to time. Thanks to social media, everyone has an opinion these days and they’re not afraid to share it. Many people welcome a platform to express their voice and a short feedback form can do just that. If you stick to 2-3 questions you should be fine.

5.     Create a publishing calendar – If it’s a newsletter service you’re providing, it’s essential to plan, write, design and send your newsletters regularly. An editorial calendar with assigned writers, relevant topics and deadlines will keep your team on schedule. And of course, make sure your branding and editorial voice remain consistent in each edition. This includes word length, writing style and the number of articles you provide to your audience. The more engaging your content, the more your readers will look forward to opening your email.

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