Small business email marketing has come a long way in recent years. As email service providers (ESPs) continue to expand their features, small businesses are gaining access to functionality formerly only available to enterprise-level marketers. With automation, email marketing is an old dog up to some relatively new and exciting tricks that you could be tapping into without breaking the bank. Continue reading
Email is a powerful driving force of change and action. That’s because emails contain information and (usually) a method to respond. Those two attributes make email a commanding business tool, especially for small and midsize businesses (SMBs).
Why email works like gangbusters for SMBs
According to a previous Solamar post, “Email marketing is a proven way to cultivate relationships with highly interested prospects. When they trust you with their email address, they are raising their hand and letting you know they’re interested. By staying in touch and providing valuable tips, insights, and useful information consistently, you’re setting yourself up to become a trusted, top-of-mind, go-to resource.” That is why SMBs have such successful email programs that get results and build business.
Another of our posts says that, “Businesses all around the world use email marketing to:
- Boost sales,
- Generate leads,
- Strengthen relationships,
- Increase website traffic, and
- Build brand loyalty.”
No matter what your objective, you have to make sure each of your emails gets opened, read and acted on. When you do, your email works!
Keep in mind, too, that email is an affordable, efficient and flexible option for small and medium sized businesses looking to get their marketing message directly to their target audience and generate more business.
Most importantly, the measurability of the medium means return on investment (ROI) can be measured. The Email Marketing Manual states that, “Well-planned and targeted email marketing campaigns are likely to deliver far higher response rates, relative to cost, than telemarketing or direct mail, both of which require a large investment in resources and don’t offer the same detailed level of measurability.” Continue reading
Attracting visitors to your website is no easy task, but it’s only the first step in establishing a meaningful and profitable online relationship with your potential customers and deepening your connection with existing customers in a way that leads to repeat business.
Your website has the potential to be a powerful marketing vehicle and function as an invaluable tool within your sales process, but one visit very rarely seals the deal. You’ve got to keep first-time visitors coming back for more. Conversion percentages vary by industry, but across the board, the majority of your website visitors are just stopping by, researching, browsing, and kicking tires; they are not yet ready to buy yet.
So how do you get them to return? Here are 7 tips to get people to come back to your website for more: Continue reading
I’d say it’s common marketing knowledge at this point that utilizing an email newsletter (or ezine) for your business has many benefits, but for those who are new to the party, let’s have a refresher, shall we?
An email newsletter is an email you send to a list of subscribers on a recurring basis (once a week or month), usually with casual content like article excerpts, short personal messages and announcements. You don’t see a lot of pushy sales content in newsletters, though their ultimate goal is often to sell or generate leads. They do this by regularly placing your brand along-side bite-size pieces of interesting content that make it more likely for people to both remember you and click through to your pages.
The catch is, your newsletter needs to POP! You can’t just write an email, call it a newsletter and send it off to your list. Or, at least, you shouldn’t expect good results if you do. Though email clients are still in the stone-age compared to browsers when it comes to displaying beautifully styled content, forward thinking newsletter designers have found ways to make even the stodgiest email clients (I’m looking at you Outlook), display attractive and responsive email newsletters.
So how do you make your newsletter pop? Stay tuned, and I’ll give you a few tips! Continue reading
Looking for Part 1? Click here.
You’ve chosen to use email marketing to grow your business because you know effective email marketing can result in exceptional returns for your investment of time and money.
But successful email marketing campaigns require smart strategic thinking, or else your emails will be ignored, overlooked, and unread. With the number of messages that inundate your customer’s inbox each day, it’s up to you to make sure your emails get opened, read, and your links get clicked.
The goal of each campaign is to get users to take action. Otherwise, your emails might as well get lost in cyberspace.
You’ve already got the basics covered, and you are practicing some of the well-established tips for getting more email click throughs. So now, what can you do to increase your click-throughs and optimize your results?
Here are 5 advanced strategies for getting more click throughs on your next email campaign: Continue reading
Email continues to be one of the best ways to connect with your customers, nurture your relationships, and ultimately generate more sales for your business.
When we work with clients on email marketing campaigns, our number one goal is to have a successful campaign that gets results.
What does it mean to have a successful email campaign?
First, of course you want people to open the email. A low open rate simply means that only a small percentage of people on your list are actually receiving and opening your emails. If few people are opening and reading emails, it’s time to take steps to change that.
But open rates are not the only important metric. When you send an email campaign, if someone opens and reads your email, great. If they click on a link you have included in the email? Even better. After the click comes the possibility of strengthening your relationship with the reader or making a sale.
Your click rate is the percentage of successfully delivered emails that registered at least one click. In other words, the people who opened your emails actually clicked on a link that you included to a page outside of the email. The link might drive the reader to your blog, a sales page, a new opt-in offer or registration page, one of your social media accounts, or any other meaningful action that you want the reader to take.
Clicks prove that a recipient has actually read or scanned at least part of your email. Clicks confirm a higher level of engagement than open rate alone. High click throughs on your email campaigns mean that you are delivering information that readers find valuable, that you are presenting relevant offers, or that you have piqued enough interest to warrant some action.
Now that you know why click throughs are important, what can you do to increase your click throughs and have more successful email campaigns?
- Segment your email list
Divide your total list into categories based on demographics and past behavior, so you are sending the most relevant emails possible. This will take effort, the right tools, and guidance, but segmenting your lists to deliver highly targeted and tailored messages will increase your click throughs and return on investment of your marketing efforts.
- Send emails people actually want to get
Make the effort to ensure you are delivering messages your audience wants to read. Send a survey to ask what kind of information they want from you, check in with social media, make a list of questions your customers frequently ask, and analyze past email campaigns for high click throughs. Get crystal clear on what content your readers want and what offers your readers crave.
- Write click-worthy subject lines.
Your email subject line should be action-oriented and tell the reader, in one quick glance, what he will be able to get or do once he opens the email. Use verbs, keep it short, tailor it to your audience’s needs or desires, and make it timely. If the subject line is compelling enough to inspire the reader to open, make sure it is also consistent with the content and call to action.
- Refine your message.
Keep your message short, simple, and compelling. Provide enough information to give some value and capture the reader’s interest within the email’s content, and then include links for readers to read the remaining content on your site or entice them to join a conversation on social media, for example.
- Make the call-to-action stand out.
Don’t bury your call to action. There should be no mistake that you want readers to do something specific — click on a particular link. The call-to-action should never be vague, but instead bold and direct.
- Include a sense of urgency
Whenever it makes sense, create a legitimate sense of urgency for readers to click on the link. You can do this by including a limited-time offer, a deadline, a date for an upcoming event, a limited number of spaces, or a logical reason to act quickly. Your goal is to prevent them from procrastinating. If someone closes your email without clicking, they are not likely to open it and click later.
- Run A/B testing
A/B testing or split testing will enable you to experiment with subject lines, topics, content length, calls to action, timing, or other variables. This will allow you to refine and optimize your emails for higher click through conversions.
Effective email campaigns can prove to be a profitable marketing tactic for your business. Taking the time and making the effort to increase opens and click throughs will boost your results and increase your return on investment.
Contact us for a strategic plan and support to get more click throughs on your email marketing campaigns.
Stay tuned for Part 2 — in which we discuss how building relationships/increasing intimacy through email campaigns can increase click throughs!
Before you can cash in on the benefits of an autoresponder series, you have to understand what it is. Wikipedia defines autoresponder (yes, it’s one word in lower case) as, “…a computer program that automatically answers email sent to it.” Wikipedia goes on to say that, ” Autoresponders are often used as email marketing tools, to immediately provide information to their prospective customers and then follow-up with them at preset time intervals…Autoresponders are also incorporated into electronic mailing list software, to confirm subscriptions, un-subscriptions, posts, and other list activities.”
You’re probably saying, “So, big deal! Why should I even think about autoresponders? They sound too hard to bother with.”
Truth is that creating an effective AR series is a VERY BIG DEAL…one that can help your business succeed.
HubSpot says that AR emails are great marketing tools, “…that can be used as thank-you notes, registration confirmations for events, and as referrals to complimentary resources and archived materials.” And that’s only the beginning of all the ways they can help build business.
Email marketing using autoresponders is one of the most effective online marketing tactics. According to Hubpages, there are many distinctive benefits you can take to the bank. For example, AR emails can: Continue reading