Email marketing is a vital element to your inbound marketing strategy.  Cultivating your list through nurturing tactics is one of the primary objectives to closing sales and creating loyal customers of your brand.  Email marketing is the bridge that converts leads into revenue.  Its benefits are too great to be ignored.

In fact, email marketing works 40 times better at getting customers than Facebook and Twitter, and compared to social media (Source: McKinsey).  Nurtured leads tend to make 47% larger purchases than non-nurtured ones and 59% of B2B marketers say email is the most effective channel for generating revenue.  Email is that important to your marketing and can be an accelerant for your startup success.

The key is to implement email practices that will serve you best during your startup phase.  Although there are effective email marketing techniques to incorporate in your business marketing, there are essential ones to hone in your startup marketing.  Below are three simple yet proven tactics for growing your new small business with email marketing:

#1 It’s never too early to start building your list

Growing your list will take time…longer than you expect so it’s never too early to begin list building.  Actually, pre-launch list building is great for product validation.  Begin promoting your landing page now to generate new leads into your funnel.  Here are three steps to start your new email list:

  1. Create and publish a landing page briefly describing the product or service you’re launching
  2. Request contact info/email from people who desire to know more and be kept abreast about upcoming release dates
  3. Nurture your subscribers with relatable content, keeping them in the know and making them feel special for opting into the early bird list

#2 Only 1 CTA please

Creating engaging email content includes having only ONE call to action within your message.  You see, multiple CTAs will leave your recipients wondering which link to click on, if they should click on it, and so forth.  Too many decisions breeds indecisiveness. Be effective by giving a singular, clear call to action that directs readers to the next step.

It’s worth mentioning that zero CTA emails are also a powerful tool particularly for a series leading up to a launch.  Design an email that provides value within the body, then hint at something exciting coming up to leave them wanting more…anticipating the next email message!

#3 Test, measure, and analyze everything

To know what’s working in your email marketing, and what’s not, it’s vital to test your content to prove the effectiveness of your strategy.  Understanding your audience and exactly what they want can be gleaned through email analysis.  Be sure that your email marketing software has a way to make testing easy, so you’ll do it.  The less complicated (especially in the beginning), the better!

To keep it simple, test one variable while keeping all the same.  Here are a few elements you can test in different increments to gauge results:

  • Subject line – this is the first impression of your email content. Keep it short, get right to the point, and use time-sensitive headlines to create urgency
  • CTA wording – experiment with different call-to-action terms to see which generates better responses
  • Image versus no image – content with images get 94% more views than content without. Consider adding an image to your email to boost engagement
  • Personalization – including the subscriber’s first name or mentioning a specific location do wonders for open rates. Segmenting your email list is highly effective to boosting conversion rates

Conclusion

Email marketing is a huge component to your inbound marketing strategy.  Simply take these steps now to get your email campaign going.  Begin with a landing page and a welcome message.  Ask a question to stimulate engagement, then delight them into buying by sharing content that would resonate with your buyer personas.  Be consistent, but don’t overdo it.

Looking for an all-inclusive email marketing software that integrates with your social media, contacts, marketing automation and more for your new startup?  Contact us here for a consultation.

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