Email Marketing For Businesses: A How-to Guide
There’s a pretty thin line between what’s considered spam emailing and strategic email marketing. Once you have this distinction down, as a business you’ll know how to establish successful relationships with your clients and customers through email. In this article, we’ll explore how email marketing can help businesses grow, and how you can get started.
What Is Business Email Marketing?
(Almost) gone are the days when companies would send promotional materials like product catalogs to people through the post. We’re now in a booming digital era, and companies of all sizes understand the importance of email marketing. Sending promotional content in this way is not only cost-effective, fast, and convenient, but it also allows your message to reach the masses…while making it personal to each individual.
Email marketing allows businesses to target a particular market sector and demographic group. Unfortunately, some email marketing is spam or unsolicited, and that has given email a bad name, but there’s much more to it than that, and email marketing can be highly effective if you do it right.
Targeted email marketing is intended for those who have provided their email address and other contact details to your business, and your potential customers’ online behavior serves as the basis for your targeted email campaigns. This data is usually gathered from signup forms, indirect surveys, or data mining, and it’s important because it allows you to tailor your campaigns to your audience.
Businesses have to ensure that their email marketing campaigns are personalized and up-to-date in order to be successful. It could be as simple as sending a birthday message or holiday greeting or even just using your customers’ names. If you have a following on social media, you can use your platform’s analytics to tailor your content to your followers’ behaviors and interests. You can also use your company’s data to personalize things like special offers. Building a relationship with your audience in this way will ultimately make them more likely to read longer campaigns, such as company newsletters and online articles.
Email marketing campaigns can be very effective and can help businesses achieve many things. It can:
- Encourage loyalty
- Establish rapport with potential customers
- Cultivate trust and confidence
- Reinforce and nurture relationships
- Provide a sense of exclusivity
- Give comprehensive and detailed information
What Are The Benefits Of Email Marketing For Businesses?
Email marketing for businesses is complementary to other types of online marketing, like social media, video, and content marketing. In fact, you can repurpose other content you create and include it in your emails. There are several benefits of email marketing for businesses, whether you have a purely online business or a community-based ‘brick-and-mortar’.
Unlike other types of content, an email can be personal and active. Depending on how you craft it, it can also be extremely engaging for your recipients. Email marketing remains relevant because of the following reasons:
- High ROI: According to marketing experts, for every $1 spent on email marketing, an average return on investment of $42 is generated.
- High influence: Based on surveys, around 59% of consumers’ decisions to purchase a product are influenced by email marketing.
- High conversion rate: A study that examined more than one billion shopping activities in 2019 indicated that the conversion rate of email marketing is more than double the conversion rate of social media marketing: 2.3% and 1%, respectively.
In terms of direct benefits to businesses, email marketing strategies can help you to:
- Establish and nurture relationships with potential customers
- Emphasize the unique branding of your product
- Increase credibility as you become an expert in your specific niche
- Save time and money by increasing efficiency
- Generate more revenue and profit
- Actively reach out to your target audience
- Improve the competitiveness of your business
Business Email Marketing Strategy
Whether your business is a startup or a well-established brand, email marketing can help you convert leads and build loyalty. An email marketing strategy for businesses should have that personal touch. Rather than a potential client stumbling across your content online, it can be sent directly to their personal email so that they feel more exclusive and important to your business.
One way you can do this is by sending out regular emails to subscribers who signed up via your website. The fact that they’ve taken the time to sign up means that the recipients are already receptive to your message, and hopefully already see value in your product or service.
Your subscribers will expect updates that might not be readily available to the general public. This acts as an impetus for why they should stay a loyal subscriber. You can also use email marketing to interact with your customers in ways that might not be possible with other types of marketing tools.
How To Launch Your Business Email Marketing Strategy
If you’re a business and this is your first time launching an email marketing campaign, there are some general steps that you can follow, no matter what your product, service, or business model is:
- Build a contact list: This is the first logical, yet crucial step because, without a contact list, your campaign won’t reach your target audience. There are several techniques you can use for collecting email addresses. These include requiring them for blog comments, creating a signup page for gated content, publishing entertaining surveys that request emails, and including call-to-actions on pages that lead to a signup form.
- Choose the types of emails you want to send: If you want to run a successful email campaign, you need to be specific in choosing the types of emails you send. If you have a business, try to get your audience’s attention with appealing content that is somewhat personalized, like special offers, seasonal messages, relevant blog posts, new videos, and digestible newsletters. Interactive content can also be very effective at building a rapport with subscribers, so you could also consider including surveys or quizzes in your email campaigns.
- Email design and content creation: The content used in email marketing must be well crafted. Avoid generic, bland email templates by creating a design that’s aligned with your brand’s image and personality. At the same time, it’s advisable to steer clear of using too many decorative graphics as these may look distracting or unprofessional. The message and design must also be appropriate for your specified email recipients, so keep in mind target demographic profiles, like locations and age groups.
- Study your data: Include calls to action (CTAs) in your emails that lead subscribers to your desired location, whether it’s a product page, download page, or demo video page. It’s important to track what your audience does with the email, so once it’s sent, use analytics to check the response. By gauging how many people respond to different CTAs, you can determine the success of your email campaign, and what areas might need adjusting for next time.
5 Email Marketing Tips For Businesses
If properly implemented, business email marketing can be very useful for establishing rapport with customers. For one, you can nurture good relationships and encourage brand loyalty. If you have a restaurant, for example, you can use emails to offer discounts or free meals to customers who are celebrating something like their wedding anniversary. things like this go a long way when you’re trying to grow a customer base.
Here are five of the best practices for businesses when implementing email marketing campaigns:
- Choose quality content over quantity of content
- Use embedded signup forms rather than links to encourage interaction
- Optimize your emails for mobile, as well as other types of devices
- Make your emails user-friendly and accessible to those with visual or cognitive impairments
- Design an email template that’s easily recognizable and reflective of your brand
What’s The Best Email Marketing Service For Businesses?
Email campaigns are only as effective as the software tools and platforms that you use. You can assess the various email marketing services based on four criteria:
- Customization options
- Management of lists
- Tracking or analytics
- Reliability of delivery
Here are some email marketing service platforms that we recommend to businesses:
- AWeber: This is a great service that offers over 150 templates and several marketing tools, including performance tracking, pre-built analytics, and easy subscriber management.
- Campaigner: This email creation tool allows you to create at least 1,200 email variations. They even offer account management from marketing experts.
- Get Response: This email marketing tool offers a comprehensive package, but most notably includes personal coaching by phone, webchat, email, or in person.
- Mailchimp: With its upgradable features, this tool is designed to grow with your business. As well as being great for scheduling mass amounts of emails, it can also test different subject lines to see which one is the most effective.
- iContact: This tool is both an email and a social media marketing platform. It publishes directly to Facebook and Twitter and makes it easier for you to handle your various platforms.
Of course, as a business, you may not have the expertise or time to create email marketing campaigns in-house. If you need support for your business email marketing, let’s chat.