Email marketing is one of the most useful tools for small businesses. For a relatively low cost, you can send personalized emails to subscribers and keep them engaged with your brand. Despite this, many businesses struggle with email marketing because they don’t know how to write, design, or send emails out correctly. Here are a few tips to fix the most common mistakes we see:
Write emails like Hemingway
Ernest Hemingway is known for his very terse writing style. He used as few words as possible to get ideas across to his readers. This is also known as the “Iceberg Theory,” since the underlying themes lie below the surface.
Whether you enjoy this style of writing for casual reading or not, it’s extremely effective within the context of marketing. Consumers have short attention spans and businesses only have a few seconds to engage them.
A recent Entrepreneur article explains how this concept applies to email marketing. According to the article, businesses should try to limit the amount of information they send in emails to avoid overwhelming subscribers:
“Too much information kills conversions. If emails aren’t easy to understand and short enough to hold attention, overwhelmed readers won’t sift through them — and your call to action could get lost in the copy. If you have a lot of information to send out, break it down into component parts to send individually in a ‘drip campaign.’ If that’s not possible, embed links to allow readers to click-through to the information at their own pace.”
If you’re just sending a company update, for example, then you don’t need to mention every single plan or goal on the horizon. Just tell subscribers what they need to know or would care reading about.
When businesses add unnecessary information, subscribers stop opening their emails. If you send too many irrelevant messages, then they’ll just unsubscribe.
Consider the stats
Small businesses tend to struggle with the frequency of their email marketing campaigns. It’s common to see them send too many emails and eventually annoy their subscribers.
A recent Marketing Land article, for example, shares some pro-email statistics which suggest that emails could take the place of advertisements:
“Average open rates for email marketing campaigns are more than 20 percent, and click-through rates average over three percent. That’s 350 times higher than the average click-through rate for display ads, which average 0.06 percent.”
What this statistic doesn’t show, however, is that emails come with diminishing marginal returns. The more you send, the less each additional email will bring. In this respect, your open rates will likely decline if you send too many emails.
Integrate email with other platforms
Because email marketing is so different from other online marketing practices, like social media and SEO, businesses often treat it like an island. They’re also missing out on a great opportunity to integrate their marketing practices.
Yes, email is different because you can personalize your messages, but it’s also a great chance to advertise your social media profiles and content. Getting your subscribers to visit your website and read your articles can be a big boost to your SEO campaign.
The reverse is true as well. You should try to convert your social media followers and website visitors to newsletter subscribers. Taking this step is usually a sign that consumers are more interested in your business and you can start moving them along the customer journey.
Small businesses can have tremendous success just by sending clear, concise, and informative marketing emails. To take your campaign further, you should integrate your campaign with your other online marketing efforts. To talk more about email marketing, or anything else, contact us today.
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