10 Effective Email Marketing Tips For Small Businesses

Despite the springing up of all kinds of channels and options out for sharing information and news, email marketing remains the most used form of business to succeed in reaching interested parties and potential clients. 

There are countless ways to leverage email marketing to draw in and retain customers, from sending them special deals or coupons to offering value through educational content and tips.

But how you present this information makes all the difference between people engaging with your company and them scrambling to include your email address to their spam list.

Have you ever sent an email to clients but don’t get any reply? Did they even open it? Or open it just to delete it? Maybe you can’t figure out where you are not getting your email campaigns right. Have no fear.

We all at some point may have received an email and immediately deleted it, marked as spam, or ignored it altogether. You need to understand why this is always happening to your emails.

Maybe you aren’t effectively grabbing your audience’s attention. Perhaps, your calls to action are not crying  “Click now”  or maybe your subject lines don’t say “Open me”!

As long as you aren’t heartlessly spamming your subscriber lists, email marketing is an incredibly powerful tool for getting messages to those specific clients and prospects. It strengthens client relationships and keeps reminding your prospects to get across to you. So, let’s dive in on how you can improve your efforts in email marketing

It’s very vital to really consider what you’re trying to accomplish on whatever emails you’re sending to enable you to structure your message and strategy accordingly. Here a few of many other tips that guarantee success:

1. Stay Compliant

One of the very important things you have to bear in mind when using email marketing is to remain compliant with the CAN-SPAM Act. The CAN-SPAM Act was created to guard consumers against getting unsolicited emails. 

There are some steps you need to take to remain compliant. You need to first ensure that you’re only sending emails to the people that have actively subscribed to your email list.

Ensure you include some sort of opt-in form on your website where users have the choice of signing up for your email list. Furthermore, you have to make it easy for them to unsubscribe from your email list.

So, make sure you create a way for subscribers to opt-out easily in each email you send. Abiding by these requirements not only keeps you compliant, but it’ll keep users happy also.

2. Personalize Your Emails

The email has gotten a nasty reputation lately and it’s becoming tougher and tougher to capture people’s attention via email.

Email open and click-through rates have systematically fallen out over time. Gone are those days when email open rates were 70 to 90%, heck I wasn’t even running a business then so I missed out too.

But email remains an efficient channel if businesses personalize their email versus just applying a spray and pray method. Like anything, the more you invest in, the more you get out.

If a business is simply sending out random newsletters to a bunch of individuals on their email list, that’s not going to yield many results.

But if a business is taking the time to research, create content that’s personalized and send relevant emails, then an email strategy is far more effective.

3. Be Concise And End Strong

As an entrepreneur who does a good amount of email marketing, I’ve learned that being concise and brief are the keys to success.

Ending long pieces of stories into short paragraphs and bullets helps the reader scan the email, read and interpret the major key details without bogging them down with unimportant details.

I generally wish to keep marketing emails to 500 words or fewer and sometimes include “P.S.” at the top & bottom of the e-mail, in case they only get to read the intro, middle, and endings of emails.

4. Do not forget Visuals

Email marketing shouldn’t just be about some stack-up bunch of words. you should also include some graphics, pictures, and even embed a video. That is what your audience wants to see.

Ensure to make the visuals also work on a tiny screen, however, as they may want to use their mobile devices to read emails. 

5. Include one Ask

Your email should be simple enough for the reader to understand exactly what you simply want them to do.

For instance, the email could ask them to click on a link to a particular blog post or website where they will learn more about your products or services, or it could demand that the reader schedule a call with you through a calendar link, or the ask might be to be transferred to a relevant person within the organization. 

Your email aims to prompt the reader to perform some follow-up action and you’ll generally see a better conversion rate if you make it easy for them to try to do so.

6. Keep Testing to ascertain What Works Best

If people agree to receive updates from you, it means they have an interest in what you offer or even consider doing business with you. That’s why your email list is super valuable. 

To get better and effective results of your campaigns and reach as many prospects as possible, discover what emails they like to receive and respond to. Doing a small A/B Testing would be a good idea. Choose what variables you would like to test on (e.g. subject lines, CTAs, and even as little as various ways of addressing yourself such as “is it Mr Nick” or “Uche”).

You would want to get open rates and click-through rates for each test and see what works better. That might be the beginning of better conversion. You should also check out this post on 5 Ways Small Businesses Can Leverage Email Marketing For Rapid Growth

7. Be Smart With Your Subject

Make the topic short and straight to the point. Keeping it short is better, and if the message is about an upcoming sale, delineate the specifics within the subject line. If it’s about something else, be specific once more. Bad subject lines are one among other reasons why emails aren’t getting opened, so do not ignore this.

8. Track Engagement

If you’re tracking engagement on your email marketing, you’ll typically be ready to send the correct amount of data to the most engaged people.

Nothing is worse than signing up for a free coupon and getting 50 emails about different unrelated offers or on the opposite side, signing up to find out more about something and weeks later, no one is trying to reach out to you about it.

Also, don’t send emails to anyone who has not opened an email for up to three months or you’re just begging to have email deliverability issues. 

9. Know, Like & Trust – Be Relatable

When it comes to email marketing, a lot of entrepreneurs and marketers make some common mistakes such as sending robot-like content.

Simply because people signed up for your newsletter does not mean that they’re curious about the bugs you’ve got fixed on your website or other technicalities and seemingly boring experience you had during the day.

Have a product launch? Send emails about the problem & challenges it brings and you’ll be surprised how much value you bring to them, rather than just blabbering about the product and its price all week long.

People want to know and relate to you and your personality, they are going to be happy to receive such human-like emails, which will also build trust.

10. Build and solid rapport

Before you spend so much on designs, shiny new tools, and grand segmentation schemes, start small: Realize that you’re reaching out to get to know someone and have them know you too.

Ensure that your outreach is genuine and focused on being helpful. 

It’s exactly like going to a networking event: Successful people don’t attempt selling to people there, they interact and build a rapport.

Offer help once you discover that you can provide a solution to the problem they have, but do it with the mindset that you’re here to help people, and focus on that.

If you find these tips useful then you should head over to Instagram and follow me for more tips… @uchenick.co and if you need me and my team to help you figure out your marketing and product value ladder, book a session with me here.

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