A cluttered inbox can cause a lot of stress for users, especially since they can often receive hundreds of messages daily. This is where it can become an incredible challenge for email marketing. However, it still has vast potential and offers a huge opportunity when you're able to cut through the noise and reach your engaged audience.
Forty-seven percent of marketers rate email marketing as the most effective marketing channel, and 72% of customers prefer email as their primary channel for business communication.
Read on for more insight into the best email marketing tips for small businesses looking to grow.
Figure Out Who You Want to Reach (and Build a Solid Subscriber List)
Reaching the people most interested in your products and services is one of the most important things for you to do in marketing - especially since it comes off as frustrating and unprofessional to your consumers if they’re receiving irrelevant emails. Forbes reports that 70% of millennials are frustrated with brands sending irrelevant emails, and 84% of consumers say being treated like a person, not a number, is very important to winning their business.
Taking the time to figure out who they are lets you cater your message to resonate with your consumers. It brings value to your offer and tells your audience that you care about their needs and fulfilling them.
Furthermore, once you know who to reach, you can focus on building a subscriber base. Segment your list by demographics and where they’re at in the customer journey and sales funnel.
Building your email subscriber list can include offering the following in exchange for their email:
- A deal or discount
- Product freebies
- Exclusive opportunities
- Access to worthy content
Put a Human Stamp On It
People are social creatures who don't enjoy being communicated with like a 'robot.' Crafting your emails conversationally makes them more receptive to your message and will build a more personal connection between you and your target audience.
One way you can do this is by personalizing your emails to better reach your audience. Not only does it show that you know your consumers on a deep enough level to resolve their problem, but it resonates with consumers in a way that will benefit your business significantly.
SmarterHQ reports that personalization can reduce acquisition costs by as much as 50%, lift revenues by 5–15%, and increase marketing spend efficiency by 10–30%. However, you want to pay special attention to your personalization efforts to ensure they're based on accurate data because they've also found that 63% of consumers stop purchasing products and services from companies who provide poorly executed personalization.
Plan Your Emails For the Long-Term
Email marketing is excellent for maintaining a long-term relationship with your customers.
The biggest takeaway from this is that you want to provide value without trying to sell to people. Emails are an opportunity to further your engagement with customers to increase their customer lifetime and loyalty.
This is because emails make your customers feel valued. Focusing on value and friendly engagement while gently updating them about new offerings goes a long way in keeping their experiences with your brand memorable and their satisfaction with your product/service positive.
Send Your Emails at the Right Times!
Knowing when to send your message ensures you reach your consumers when they're free to open your emails, making them more receptive to your message. Otherwise, you risk being lost in the chaos of marketing messages and will go unseen by the user.
Take, for instance, the fact that open rates differ for emails sent in the afternoon compared to those sent in the morning and evening. This is because of the lifestyles your customers lead — meaning if they're at work, they'll likely be distracted, but in the morning or evening, they would be more available and receptive to your message.
With that being said, timing is everything to your strategy. Here is what CoSchedule research has found to be the best times for sending emails to get good results:
- The best days — Tuesday is number 1, Thursday is number 2, and Wednesday is number 3. If you send three emails per week, send one each 'best' day, but if you only send 1 per week, then send it Tuesday.
- The best times — 6 am, 10 am, 2 pm, and 8 pm, with 6 am being the all-time best because around 50% of consumers begin their day by emailing in bed.
Test Your Results!
The best email marketing strategy is the one that reaches your audience. Testing your results and seeing what works let you find the best way you can reach the people who are receptive to your message.
The key is to learn from your failures and build off your success. There are a few different ways you can tweak your emails to see what works and what doesn't.
To name a couple of important ones, there is:
- A/B testing — this method is great for using and exploring different types of content and tones. This way, you can get a feel for what content is most important to the receiver and what tone resonates more effectively.
- Trial and error — sending different emails at different times is a great way to gauge the best time to reach your consumers. Knowing what research claims is the best time is a great place to start, but testing your theories on your actual audience will give you a more precise and accurate account of your consumers' email behaviors.
See the Results for Yourself
Email marketing is one of the most effective ways to reach your customers because everyone uses email. In fact, research has found there are more than 3.9 billion email users, and around 76% of all U.S adults use email — which is why your business needs to take advantage of these successful marketing tips, so you can start seeing the results for yourself.
While you're at it, follow our Meredith Nashville Blog for more email marketing tips for small businesses.