Small Business Email Marketing
Looking in to Small Business Email Marketing? It makes sense. Direct mail can cost up to $1 per piece. Billboards could run you $14,000 monthly in major cities. Television commercials can run into the millions once you include the cost of production and placement.
Let’s face it: most small businesses simply can’t afford that.
What if there was a way to reach your desired audience for much less – like 60 cents per day?
Introducing Small Business Email Marketing
When it comes to reaching new prospects, reigniting cold leads, or just staying top of mind with existing customers, there’s nothing quite like email marketing.
Sure, small business email marketing is inexpensive. But the real reason to use it is because it is so incredibly effective.
The average open rate for marketing emails during 2021 was a whopping 21.5% and this is growing. That makes email marketing by far one of the most effective ways to advertise.
Email marketing boasts an incredible ROI as high as $44 for every dollar spent. Many of our clients report a higher return. This means you simply cannot afford not to use small business email marketing.
Price and effectiveness are two key selling points for running email marketing campaigns. Another major factor that tends to appeal to busy small business owners is that it’s something you can do yourself.
You don’t have to outsource your email campaigns to an agency or hire someone in-house.
With a little focus and the information you are about to gain here, you will be able to create and launch your own effective campaign in no time.
How To Start Small Business Email Marketing
Choose The Right Email Marketing Platform
As a small business owner, you know having the right tools is an essential part of any job. This is true for your marketing as well.
You could skip this step and build all of your lists and campaigns manually in Gmail, Outlook, or whatever other email service provider you’re using, but you have a business to run. The last thing you have is time to waste on trial and error.
Manual list building is a tedious, time consuming process that burns your time and takes your attention and energy away from other areas.
Reasons to Choose TrafficWave
Personalization Prospects are 26% more likely to open personalized emails. TrafficWave makes it easy to personalize your messages.
Branding Your customers associate your small business with certain colors and a logo. TrafficWave makes it easy for you to customize your emails with your brand.
A/B testing – You want to know which subject lines, which images, which copy works best. TrafficWave lets you test all this and more.
Design If you don’t know how to code, you don’t want to waste time learning how to code great looking emails. TrafficWave makes it easy to create great-looking emails without a thorough knowledge of HTML or CSS.
Segmentation To get the best results, you’ll want to target different groups with different messages. TrafficWave makes it easy to segment your subscribers by interests, demographics or interactions.
Once You’ve Opened Your Account, It’s Time To Build Your List
Successful email marketing depends on getting your messages in front of the right people at the right time. To do this, you need a good marketing list.
Check Out These Tips On List Building
Now Decide What To Send
Check Out These Types Of Emails You Can Send
Create Your Emails
A common mistake many new marketers make is wanting to add too many bells and whistles. Not only does an overly elaborate design distract from your key message, but it also confuses customers.
Keep your design clean and simple. Some businesses opt for plain text emails, which contain no graphics aside from maybe a logo in the signature.
You should definitely brand your emails. Just make sure you keep them simple.
Next comes the messaging.
The first battle is getting your message opened, and that means a compelling subject line.
Try to inspire curiosity or offer some other motivation, e.g., “You won’t believe this deal,” “25% off sitewide,” or “Mistakes that can cost you.”
Now that you have your reader’s attention, it’s time to make your case.
Avoid overwriting and keep it simple. Explain what you’re offering or hoping to achieve, then include a call to action (CTA).
Any salesperson worth their salt will tell you, you have to ask for the sale. CTAs in emails and other collateral are the marketing equivalent of asking for the sale.
Some people find it helpful to imagine writing to a specific customer they know well.
It’s fine to use industry jargon, but only if it’s something everyone in your field will understand.
Send The Campaign And Analyze The Results
Are you not getting enough opens? You could have a bad list or maybe you need to try a different subject line.
Are you getting opens, but no conversions? Try changing your content.
Are you seeing a lot of unsubscribes? You could be sending too many emails and becoming annoying.
If your results are poor, don’t worry. Email marketing is an art and no one gets it right the first (or second, or third) time. That’s why you want to take advantage of testing.
If you put in the work, you’ll get a feel for what does and doesn’t work over time and start generating the results you want.
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