Tips To Master Email Marketing
If you are ready to master email marketing, it is time to learn these tips. Email marketing can be an effective way to connect with existing and potential customers to grow your small business. This form of marketing is an important addition to your brand and can help you drive more sales, build relationships with customers, and help customers feel connected to your business. Let’s take a look at the steps you will want to master to make the most of your email marketing.
Start collecting email addresses
The first step to successful email marketing is building a robust subscriber list. If you haven’t yet, now is the time to start collecting email addresses from your existing customers and prospects. Start by adding a simple form on your website to capture visitor information. You can also prompt customers who make a purchase to sign up for your emails at checkout. If you’re active on social media, ask your followers to sign up for your emails and include a sign-up form in an easy-to-access location. TrafficWave makes it easy to add capture forms within just a few minutes.
Decide what type of email you need to send
There are many types of emails you can send your customers and prospects. You will want to decide what type of email you want to send.
- Welcome emails, sent when a customer or prospect first subscribes to your email list. These are a great place to give an introduction of your business and even offer a small new subscriber discount.
- Product emails alert customers of new products or services and can create urgency around low inventory items.
- Newsletters keep your subscribers updated on what’s new with your business, make any announcements, highlight exciting upcoming events, or even feature customer reviews.
- Promotional emails let subscribers know about special offers, seasonal offers, or upcoming sales.
- Transactional emails thank a customer for their purchase. Transactional emails can also include abandoned cart emails, sent to online shoppers who add an item to their cart but didn’t check out.
Create and Use premade templates
No matter which types of emails you decide to send, finding a compelling easy-to-read, and mobile-friendly layout for your campaigns is important. Luckily, you don’t need to start your content from scratch each time you send a new marketing email. A great way to simplify your process starts with reusing designs that you’ve already created, or templates that are available for your use.
Using a consistent template will not only save you time in the future, it can also help create a cohesive look and feel for your branding.
With TrafficWave, you can create, edit and reuse custom email templates for free. You can add your logo and imagery, and customize your email’s text. Then, you can send the email directly to your best prospects and customers with a click of your mouse.
Use a compelling subject line
As you begin to master email marketing, you will recognize how important it is to use a compelling subject line. A good subject line should give your customers a specific reason to open your email. It’s best to avoid being too vague. Instead, communicate the unique products you carry, or call attention to a particular selling point. Imagine a subject line that says “buy our stuff” as compared to “Save 15% when you buy today!” Which one gets your attention? The same will be true for your prospects.
Use a clear call to action
One of the most important factors of email marketing for small businesses is the inclusion of a call to action. A call to action (CTA) is a phrase or sentence that clearly states the action your reader should take after reading your email. In most cases, you’ll be asking customers to click through to your products to browse and purchase.
Your CTA should be directly tied to the goal of your email, whether it be to shop new inventory or take advantage of a discount offer. For example, a CTA stating, “Click here to receive 10% off” instructs the reader what to do next. Calls to action should always involve a clickable button or link that directs the buyer to your website.
Segment your audience
To get the most success out of small business email marketing, it’s helpful to segment your audience as your subscriber list grows. Segmenting simply means creating categories for your customers depending on a variety of factors like location, age, preferences, or purchase history. The larger your email list, the more helpful segmenting becomes.
For example, if you’re offering customers a discount for in-person pick-up, emailing your contacts who live in different cities or countries won’t be effective. Similarly, if you’re sending an email about a discount for repeat buyers, you won’t want to email customers who have never made a purchase. Instead, target the email at customers who have made two or more purchases. Email segmentation not only helps your emails perform better, it also helps the emails feel more personal to customers.
Automate where possible
Automating recurring emails like abandoned cart emails or welcome emails is an easy way to save yourself time with email marketing. TrafficWave offers automated followup scheduling tools. These tools allow you to schedule automatic emails when someone joins your list. Using API Integration of Zaiper, you can also set up an email campaign that is sent every time a customer abandons their cart. This type of automation allows you to spend your time focusing on providing quality content in each email rather than focusing your time actually sending them.
Track your results
If you really want to master email marketing for your small business, it’s important to keep track of how your emails are performing. Start by checking to see how many people are opening your emails and clicking your call to action button. Tracking clicks and open rates will help you determine which of your emails are most effective, and enables you to tailor future marketing emails accordingly. It also allows you to perform tests to further improve your strategy.
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