3 Simple Emailmarketing Strategies To Get People To Open Your Emails And Make A Purchase
- Email marketing is for business owners who want to be in control of how they communicate with customers.
- Two entrepreneurs who rely heavily on email
- They encourage business owners to personalize content and focus on creating value rather than selling.
- This article is part of the Marketing for Small Business series on the basics of marketing strategies for SBOs to attract new customers and grow their business.
Email marketing can be a boon for business owners as it provides one of the most direct ways to communicate with potential customers.
“When we started our business, we decided to invest in email because we had to have this list forever,” Cathy Test-Davies, who founded communications firm Forthright Advising in 2019, told Insider. “Like with other social media platforms, algorithm changes affect how often people see your post. I felt that email gave us more control. This decision has been made."
In addition to connecting with customers, email marketing can turn your readers into customers. When productivity consultant Tanya Dalton founded her consumer-facing company, InkWell Press, in 2014, her sales grew seven-fold in 14 months, driven largely by the use of email as a marketing channel.
But customers who receive emails from random companies send them straight to the trash. How to prevent your email from becoming one of them?
Dalton and Test Davis shared with Insider the strategies they use to create smart email marketing campaigns that get results.
Evaluate first, ask questions later
Dalton said that one of the biggest mistakes people make is sending only promotional emails to their customers.
He adds that the best approach is to view email marketing as a relationship building tool; spend more time creating value for your customers by sharing quick tips and practical strategies and you'll likely increase sales in the long run.
“People buy from people they know,” Dalton said. If you only use email
He said he's committed to providing his subscribers with "good content" via email that takes a deeper look at the productivity topics he covers on his podcast, shares additional downloadable content, and gives a behind-the-scenes look at what's going on in his world. .
“It's about building trust with your customers,” Dalton says. "That way, when you're ready to create a sales pitch, your customers will be like, 'Oh my God, you've already given me so much,' and they'll be ready to hear what else you have to offer." "
Test-Davis has stated that it is committed to offering content in its email.
“We constantly receive comments from our customers. “Wow, this came at the right time,” he said.
This feeling leads to results. According to data reviewed by Insider, Forthright has an average open rate of 44.65%. According to email marketing platform Mailchimp, the industry average for PR agencies in 2019 was 21%.
The Davis Test recommends using your experience as a business owner, listening to what customers are asking you, and analyzing data to provide content that your customers are interested in. “We partner with an SEO company that shares what people are looking for on our site and in our industry,” he said. “When those search terms match what we hear in the industry, we have something golden.”
Make your email private and personal
The more human and less corporate your emails are, the better. “We found that sending emails from individuals rather than organizations really improved our open rates,” Test-Davies said.
Dalton said that his email her voice was important in emails, which prompted her to turn down someone's request to email her. “I try to add a lot of fun and personality to my emails, and people love that,” she said.
Make sure the customer gets every email While small business owners may not have the time or technology for sophisticated email personalization, segmenting your lists and sending only relevant emails to each list is a start.
“Our clients can label themselves according to their role in the company, so I can be sure that no one is embarrassed by things that don't apply to them,” Dalton said. For example, the owner of a small business and the manager of a large company may benefit from different tips for improving productivity.
The Davis test uses the same technique as the Forthright test. "I think part of the special sauce is that we're trying to think about who can use what information and when," he said.
Rely on what works for your audience
Email marketing tips to other companies or business owners can go a long way. Ultimately, you need to experiment with things and see what works for your particular audience.
For example, the Davis Test says that clear and specific topics like "Four Tips for Chatboards" lead to higher open rates; Their busy and tired customers love to know exactly what they'll get when they open an email.
“Every day I will go from cute to edgy and literal,” she said.
In the meantime, Dalton said he was more successful in making his subjects more vague. For example, a recent email about a productivity strategy that you think helps but actually hurts;
“Interesting topics make my customers click and see what's inside,” he said.
It's all about tracking and storing information. “A holistic view of email metrics is important because you can uncover surprising audience behavior that can improve your emails in the future,” Test-Davies says.
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