In our last post we showed you the benefits of email marketing for small businesses. This post is about building a successful email marketing strategy.
Five Steps To A Simple Email Marketing Strategy
1| Determine Your Email Marketing Goal
What do you want to achieve through email marketing? For most small businesses the ultimate goal of any marketing strategy is to increase sales of course. In this case you can use email marketing to:
- Reengage past customers
- Upsell current customers
- Reward loyal customers
2| Grow Your Email List
The money is in the list. Customers or potential customers are not automatically going to sign up for your list. Here are a few ideas to get permission and increase the number of your subscribers:
- Add an opt-in form to your website and make it prominent.
- Give something away in return for an email address.
- Add a sign up button to your Facebook page.
- Make it as easy as possible to join your mailing list.
- Encourage your subscribers to forward your newsletter.
- Add an Opt-In link to your email signature.
- Collect emails at your store (if you have one) or at offline events such as trade shows.
3| Segment Your List
Segmenting your list allows you to send personalized emails based on a subscriber’s interests, demographic, or purchase history.
4| Be Consistent
A key to a successful email marketing strategy is consistency. Consistent branding such as logo, graphics, colors, messaging, tone, etc. are important. But you also need to be consistent with your timing & frequency.
So establish an email format and frequency your subscribers can depend on. This will help you strengthen your relationship and build trust with your subscribers. And in the process, achieve top of mind awareness for your products or services.
5| Provide Value
The ultimate goal of an email marketing strategy is of course to grow sales. So there is nothing wrong with using email to promote and sell your products and/or services.
BUT, if your emails are constantly about pitching your products and/or services, subscribers will quickly turn you off by clicking the “unsubscribe” button.
Educate your subscribers, provide value and stay focus on their success. Think about your target customers’ needs and questions. You can provide value by:
- Sharing industry trends, tips and best practices.
- Showing them a video on how to use your products.
- Sharing your success stories.
- Sending them reminders for a seasonal service.
Every email you send is an opportunity to provide value to your subscribers. Send a mix of informative emails and sales emails as well as company updates (so your subscribers get to know you better.)
NOTE: It’s important as a small business owner to make sure that your company follows the federal compliance guidelines that are in place to protect the consumer. Read this article from Forbes: Is Your Email Marketing Compliant With The CAN-SPAM Act?
One last thing: Email is a powerful marketing tactic for small businesses but it’s not a stand–alone marketing strategy. When building your email marketing strategy take in consideration your overall marketing strategy and business goals.
If you need help in developing your email marketing strategy CONTACT US today! We’ll help you get it done.