Apr 03, 2022
In Beauty Forum
As a small business owner in the digital age, you understand the importance of generating new leads and engaging prospects in online opportunities. One of the best ways to do this in terms of measurable results and ROI is to run targeted email marketing campaigns. Today, with the proliferation of email marketing services available, regularly sending communications to well-tuned audiences doesn't need to break the bank or give you headaches in setup and execution. Even email marketing isn't always a walk in the park and does need a method. Follow these 16 tips to get ahead of your competition and make sure your emails are connecting with recipients correctly. before you start 1. Have a clear goal (plan the customer journey) First, you need to have a clear goal in mind before you can even think about an email marketing campaign in structure. At the end of the day, the emails you send have one overarching goal (no matter how far away) to convert leads into sales. In fact, anyone who subscribes to your email database is on a sales journey, hoping that will lead them to click the "buy" button with you. To ensure your emails are worth the money and optimize accordingly, it's important to map this journey and then create email marketing messages around it. 2. Make it easy to subscribe (and unsubscribe) It sounds obvious, but if you make the subscription process as easy as possible, you'll get more subscribers. Some businesses don't even offer a subscription box on their website, opting instead to sign up offline/in-store. If you don't have an obvious subscription box on your website, you're missing out on countless opportunities. Your subscription box should also be as simple as possible. This is because people are more likely to sign up if they only have to enter their name and email address. Again, you should include a simple unsubscribe option with every email you send. Nothing annoys consumers more than being unable to remove themselves from a company's email list. Tip: For more information on this, be sure to read the industry mailing list section on GDPR in this article. This is extremely important. 3. Let people know what to expect Whether you plan to send out company updates, special offers, or just promote your blog post, you must tell people what to expect before they sign up . The last four words are in bold because this is actually a GDPR requirement. But aside from being the law, it's also just polite. By providing as much information as possible, you allow your visitors to make an informed choice. This alone reduces the chances of them unsubscribing in the future. 4. Offer rewards Ask yourself, why should anyone give me their email address? What's in it for them? Bottom line, there's nothing wrong with incentivizing people to subscribe to your newsletter, and doing so will increase their chances of signing up. The best part is that incentives don't cost too much either. Free ebooks, discount coupons, or sweepstakes are all perfectly acceptable incentives and may be the difference between securing a sign up or not. 5. Segment your listings and market accordingly Once your email lists start to grow, you will need to start segmenting them so you can effectively market to each list individually. Now you may be wondering why this is so important, especially since it involves more work in the long run. The answer is simple: purely because all your subscribers are different. For example, you wouldn't send the same marketing emails to a 70-year-old woman as you would an 18-year-old man. Well, you might, but it won't work particularly well for at least one of the recipients. Look to segment your listings by age, gender, location, previous purchases, and more. Doing so will allow you to target your audience effectively and thus increase your ROI. Now the actual email 6. Design emails around your brand You probably already have an established brand voice and associated visual imagery. The last thing you want to do is ignore these in your email marketing. Create a template that includes your logo, colors and aligns with the rest of your image/brand. Not only does this leave no room for imagination when it comes to the source of the email, but it instills confidence from the start. 7. Test, test, test again Unfortunately for email, once you hit send, it's delivered to the recipient's inbox almost immediately. While there are delay features to reduce the chances of you sending something that isn't quite right, they're not infallible. That's why you need to test a campaign before you even consider sending it. What looks good on your computer might look bad on someone else's computer - different screen sizes, different browsers, and even different user preferences can make your well-designed newsletter look bad . It's also a good idea to test your newsletter on Internet connections of different speeds. Large images that load quickly on your corporate Internet pipes can die on smaller connections. All these risks are eliminated through rigorous testing. 8. Mobile friendliness is a must Your test should also include checking how your newsletter/email activity is displayed on mobile devices (tablets, smartphones, etc.). If not, don't bother sending. According to Adestra, 61% of emails are opened (15% desktop and 24% webmail client) [source: emailmonday]. Additionally, three-fifths of consumers check email on their mobile device anytime, anywhere, and three-quarters (75%) say they use their smartphone to check email most often. If these stats alone don't highlight the need to test for mobile compatibility, I don't know what will. In short, if your email marketing campaign isn't mobile-optimized and/or doesn't display properly on a much smaller screen, you're doomed before you even start. 9. Make your emails easy to read/scan Sticking to the theme of user experience, your emails should be easy to digest. That means no big walls of text and definitely tons of subtitles and images. Also, people reading it on the go may scan its content, so use your content structure to facilitate this. Your subscribers are busy people, so don't waste too much of their time with an offensive email after opening it. A short teaser/summary of the following is a nice element to add at the top. Remember that your subscribers will inevitably get a lot of emails every day, so assuming you don't get their undivided attention and need to earn it every time you email them to keep it. 10. Have an irresistible theme Again, following on from the previous tip, this one is crucial to boosting your email's chances of piqued recipients' interest and triggering their chances of opening it. An irresistible subject line isn't always easy. Some marketers spend a lot of time coming up with ideas and A/B testing them to determine effectiveness. The trick is to be unique and (somehow) make the recipient feel like if they don't open your email, they're going to miss out - easier said than done, right? 11. Include links to your social profiles By including links to social media profiles in your emails, you can encourage engagement and build consumer brand trust. In a world where social media is everywhere, it only makes sense when you think about it. Your subscribers have actively signed up to receive your emails. In other words, they're (in theory) interested in what you have to say, so they're rightfully interested in what's going on on your social media accounts. It could be that your email subscribers don't even know you're using social media, and thus make waves by always (clearly) including them in every email you send.