Cast your mind back to the pre-internet era when emails didn’t exist. It’s amazing to think how small businesses functioned, let alone flourished, without it. To generate extra business for your products or services, you had to hit the phone hard.
Then email came along.
Each day, more than 100 billion marketing emails are sent to consumers globally. Inboxes today are noisy and highly competitive environments. The ability to write a marketing email that breaks through this cacophony is a crucial skill for every small business owner in Australia. Email marketing is affordable, effective and scalable. Pitch your email right, and you’ll gain extra business from new clients, while also winning over new customers.
One size doesn’t fit all
Successful email marketing is not a one-size-fits-all-approach. Consumers can sniff out a generic email from a mile away. If you want a better response then you need to segment your audience and target your message accordingly.
- Have at least two scripts: one for existing customers and another for prospective customers.
- Personalise the email as much as possible so that it doesn’t look like a canned pitch. This is particularly important when writing to existing clients. If they’ve bought something from you before, mention it!
Crafting a subject line
Email marketing lives and dies by its opening rate. Therefore, the characters that make up your subject line carry a lot of importance. As a general rule:
- Be concise – best practice is 50 characters or less
- Be honest – never mislead people into opening an email
- Avoid words such as ‘free’, as they can trigger spam filters
- Personalise the subject line if possible
- Invite curiosity
Content is key
Your emails have to be engaging and interesting to your target audience. As a rule, this means the focus should be on how your product or services benefits the customer.
- Get to the point
- Answer ‘What’s in it for me?’
- Include a call-to-action that clearly tells the recipient what to do next