It’s easy to feel overwhelmed by the amount of digital marketing tools there are. When you’ve got limited resources, it’s difficult to decide which are right for your small business. Like a kid with new toys, it’s easy to be tempted by the likes of Instagram, YouTube, Snapchat and the like.
As a small business, you need to make every penny count. Effective lead generation and sales is your goal. One of the best channels to do this is also one of the oldest: email marketing. It might not be as flashy as the others, but it’s incredibly good at its job. Studies have shown that for every $1 you spend, you can receive up to $44 in return.
However, to achieve anything like the ROI cited above, you need to make sure you’re doing it right.
How to create effective email marketing campaigns
Sending out a generic email to all your subscribers is inefficient, as not everyone has the same interests.
That’s why you should divide your email list into different groups based on what you know about them. Examples include
- new subscribers
- recent purchasers
- different problems they face
Doing this makes it easier to send people content that they want to read (see below).
Vary your content
People don’t want a constant sales pitch. Mix up the promotional content with relevant and educational information.
Write an engaging subject line
This can be tricky, but try to write a subject line that is exciting without being spammy. A good subject line should be personal, descriptive and contain a clear benefit to opening it.
Always include a clear call-to-action (CTA)
People like to be guided. So tell your customers what to do next.
Otherwise, don’t be surprised if they don’t take the action you want them to take.
Check your frequency
If you flood people’s inboxes with too many emails, your customers will unsubscribe.
Rather, set yourself a schedule and keep to it. Consistent content is a great way to build relationships with customers.