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Email marketing for small business is an element of digital marketing that truly should never be neglected. We’re living in a very digital-first world. That means that most, if not all of your current and potential customers are dwelling online. In order to reach them, you have to meet them where they are and really speak their language.
One of the most effective ways to go about doing that is through the use of email campaigns. They help to keep your audience engaged and hungry for more content if you do it right.
So, today, we’re diving into some of the most fruitful elements of email campaigns and how to utilize them to keep your audience engaged.
Why Is Email Marketing Crucial for Small Businesses?
When it comes to email marketing for small business, it’s important to understand that it just might be one of the most valuable tools in your digital marketing arsenal. Email is one of the best channels to communicate with your audience directly. It’s super cost-effective, too! Through your email campaigns, you can explore the interests of your community, build valuable relationships, and ultimately drive sales. That’s what we all want, right?
Additionally, the measurable results that your email marketing delivers will help you further calibrate your strategy. You’ll have access to open rates, click-through rates, and conversions. Those metrics will help you realize what’s working and what isn’t. When you take full advantage of email newsletters, you can count on them to become one of the fundamental elements of your digital marketing strategy.
Building a High-Quality Email List
One of the most important aspects of any email marketing campaign you’re designing for growth is generating a very robust and active email list. Your goal here is to bring in readers that you know are interested in your products or services.
A great way to build an engaged email list is through your landing page. Your landing page is the page that allows your audience members to give you valuable information in exchange for valuable content. Their valuable information would usually include names, phone numbers, and email addresses. From there they would be offered a discount, e-book. You want to give them something that makes it worth giving up their contact info and allowing you space in your inbox.
Not to mention, your in-person efforts can have a significant impact on your email list as well. Whether you’re holding a pop-up, workshop, or other event, take the time to mingle with your audience and collect their email. Building your list organically is the key to making sure they’re active and are interested in eventually making a purchase. If you gather the email addresses of uninterested demographics, you can count on poor engagement and being shot straight to spam.
Creating Content That Captures Attention
The more compelling the content is the better. When it comes to email marketing for small business, each and every detail should be valuable to the reader. Nobody wants a bunch of emails in their inbox for no reason, so hit them with promotions, updates on new releases, or advice depending on the products or services you offer. Part of ensuring that your reader understands something valuable awaits them in the email is through the subject line.
It’s the first thing they read and the aspect that helps them determine whether or not they’re going to open the email at all. That said, make sure that you’re sparking interest!
Once your reader makes the decision to open the email you want to be very sure that your brand voice is properly aligned, something of value is offered, your social media is prominently displayed, and it ends with a very clear CTA. If you want them to read more on your website, tell them that. Do you want them to make a purchase? Make it clear!
Remember to add imagery, but not so much that it is poorly optimized for mobile or gets flagged as spam.
Augmenting and Segmenting for Better Results
When it comes to email marketing for small business, automation, and segmenting will be your best friend. They help to send out welcome emails, abandoned cart reminders, and birthday discounts automatically to your community members. Augmenting and segmenting is a super effective way to further nurture your relationships with your customers, which means you’re elevating the likelihood that they’ll convert.
When it comes to segmenting, this refers to the email being separated based on demographics, preferences, and buyer persona behavior. That said the email you send to a long-time reader would be different from the one sent to somebody who just signed up. Segmenting helps you do this seamlessly.
Analyzing and Improving Performance
This is where you’re able to check out your measurable results. You want to be consistently analyzing the performance of your email campaigns. Make sure you’re checking out your metrics to see what type of email works for your audience and what emails don’t.
Through your analysis, you’ll be able to conduct some A/B testing and perfect the strategy. It’s pretty easy.
How the L.A. Creative Marketing Team Can Help
Not sure where to start with your email marketing campaign? Let the L.A. Creative Marketing team give you a hand. Our team of experts specializes in all things digital marketing, and we’re well-versed in building successful email campaigns that convert!
We can truly transform your email marketing strategy for the better. To us, email marketing is a lot more than just a tactic to sell. It fosters and nurtures real relationships with your customers. You learn what they like, and that in and of itself helps you build relevant content, add new products to your repertoire, and offer more services.
Are you ready to take it all to the next level? Click here to get in touch with the team! We’ll work with you closely to understand the ins and outs of your business and make sure t connect you with the eyes that need your products.
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