9 Email Marketing Steps Small Businesses Should Follow

9 Email Marketing Steps Small Businesses Should Follow
SHARE
THIS



One of the best and most affordable ways of reaching your customers and attracting new customers to your business is email marketing, says Jason Seed, president of cloud Point of Sale platform for retail and hospitality stores, Kounta.

Although a customer only sees the tip of the iceberg, there’s a range of tools and tactics you can implement in the back-end, that will give you the power and potential to achieve really good results.

To get as much involvement, and as much success out of email marketing campaigns, you need to give people what they want, and make the experience really easy and enjoyable. Here are nine tips that will help you do this:

1. Make subscribing easy

The easier you make it to subscribe to your email, the more subscribers you will get – simple as that. Make sure it’s on your homepage.

2. Tell them what they’re in for

Tell your subscribers explicitly and simply what they can expect. Just a short statement about whether you intend to send them updates regarding the company, special offers, or anything else will suffice. It’s vitally important to tell your readers what to expect and how often to expect it. Don’t softsoap them, or take advantage of them in any way. Be straightforward and transparent.

3. Reward them for signing up

Send all of your customers a welcome email. This reminds people that they’re on their list, and reassures them that signing up was a worthwhile act. You could even send new subscribers a special offer or exclusive content, in order to welcome them on board.

4. Keep branding consistent

Branding is one of the biggest buzzwords in the world for a reason. It works. Your emails should not merely fit into the brand that your company is projecting, it should make a contribution towards building it. Make your emails match the colour scheme of your company, and ensure that the tone of the text is appropriate. If you don’t think you can write well enough to do this, hire someone.

5. Make your emails easy to read quickly

Make your emails easy to read via scanning. We’d all like to believe that information we produce and send out is of vital importance to people, but that’s not the case. People receive hundreds of emails a day, and can’t dedicate enough time for everything. You need to be able to grab people’s attention quickly with your emails, so break them up into manageable bite-sized pieces. Use headlines to tease the email, and make the subject line to the point and clear as well.

You should also make it really easy to read from any device. Optimise it for mobile and tablet devices, so people can read on the go. More than 60% of emails are read on a mobile device now.

6. Send them what they actually want

This might seem straightforward, put yourself in your customers shoes, and send them content that they will actually want. One of the most basic facets of consumer psychology is to make people feel as if they are getting something for nothing, and this should be the absolute by-word of your approach to email marketing.

7. Keep track and plan ahead

Keeping a publishing calendar will be extremely useful for you. Don’t underestimate the commitment required to produce a regular viral marketing campaign. If you send too many emails in too short a period of time then you will annoy your subscribers, but if you don’t send anything for months then you will be forgotten. Plan your time accordingly.

8. Check everything twice

There is nothing that screams amateurism more than basic spelling and grammatical errors. Make sure your work is proofread diligently, ideally by someone else, and ideally by someone else with editing skills and a proven reputation. If you can’t acquire such a person, make sure you run it through a suitable word processor spellchecker.

9. Test everything

Finally, test out whether your emails are working, and different approaches to the process, not to mention the visual appearance of your emails. Send test emails to colleagues, or use a testing program to make sure your emails are suitable. Try A/B testing, to see what works better. When you look at your test emails, consider what you’re trying to convey. Get the opinions of others, and encourage them to be constructive and objective.

These tips are simple when you know them, but a lot of it is about being diligent, focusing on the detail, and planning and testing everything you do. If you follow these tips, your customers will love you for it.

 

Please login with linkedin to comment

Latest News

Why The “No” Campaign Is Just One Long Slippery Slope
  • Opinion

Why The “No” Campaign Is Just One Long Slippery Slope

Not exactly your typical marketing/media piece, but here playwright Ron Elisha (pictured below) explains the damage done by the “No” campaign and the now infamous skywriting on a recent blue-sky Sydney Sunday… My daughter is crying. It’s not that she’s fallen over and barked her knee. Nor is it the trauma of immunization, or the […]

Opinion

by B&T Magazine

B&T Magazine
QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]