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Small Business Guide to Sending Marketing Emails

Small Business Guide to Sending Marketing Emails

Successful email marketing campaigns aren’t easy. But if you know the steps to take, your emails can make a difference.

  • Sending marketing emails starts with getting an email service provider, managing contacts, and learning the types of marketing emails to send.
  • Then you get permission to send emails, learn more about your audience, and determine exactly why you’re emailing them.
  • Including high-quality content in your emails and analyzing their engagement are important parts of the email marketing process.
  • This article is for small business owners and marketers interested in learning how to send marketing emails.

mediaindonesia.net– Most of us are familiar with the process of deleting automated emails without reading them. But surely there was at least one that grabbed your attention, convinced you to stop and browse, or maybe even made you click the link.

It is more difficult than ever to overcome demanding consumer filters in a world saturated with advertising campaigns. At the end of 2021, there were 4.1 billion email users worldwide. Statista estimates that 376.4 billion emails per day will be sent by 2025. This is a lot for users to solve.

But fear not, marketer. There are still plenty of ways to create marketing emails that are actually read. The following steps will guide you through creating email campaigns that generate the conversions you want to see:

  1. Sign up with an email service provider.
  2. Manage your contact database.
  3. Determine the types of marketing emails to send.
  4. Get permission.
  5. Understand your audience.
  6. Be authentic.
  7. Provide valuable content.
  8. Track your success.

1. Sign up with an email service provider.

Before you can write a marketing email, you need to have a prominent email service provider (ESP). These products and services are critical to the success of email marketing campaigns as they deliver emails and track key campaign metrics. They give you the tools to run and analyze email marketing campaigns, all from the same interface.

To start your email marketing software research on the right foot, determine your email marketing goals. Then calculate your budget and the features you need most from your ESP. Read reviews on each ESP’s ease of use, security features, customer support, integrations, and tools for marketing automation and data tracking. Once you’ve found an ESP who ticks all of these boxes and fits your budget, signing up should be easy.

2. Manage your contact database.

When you start sending marketing emails, you will also need to manage the contact database. The first step is to send a welcome email to customers who have just subscribed to your list. The process continues by offering customers the option of receiving more or less emails from you. Then move on to what may be the most important step: removing unnecessary email addresses.

Duplicate, incorrect or invalid addresses are inevitable. You should remove such addresses along with any that result in soft or hard bounce. The more email addresses you keep on the list, the lower your sender’s reputation will be. And with a lower reputation, there is a greater chance that your emails will be sent as spam.

When removing unnecessary email addresses from your list, look for contacts who haven’t interacted with your emails recently. Isolate these contacts for re-engagement campaigns. Finally, make sure all your emails have an obvious unsubscribe or preferences button and avoid buying email lists; develop yours.

3. Determine the types of marketing emails to send.

With your ESP assembled and your list assembled, you can send all kinds of emails. These include emails announcing new content, product updates, events and internal updates. Other marketing emails can confirm recent orders or form submissions, distribute newsletters, co-market with another company, welcome subscribers, or nurture leads.

4. Get permission.

This step is a legal requirement for email marketing. Consumers must agree to receive your emails, otherwise they risk their emails being labeled as spam (and never read). You could also rack up heavy fines under the CAN-SPAM law.

Since this step is mainly about convincing the consumer that your emails are worth signing up for, take the time to perfect your language and graphics for the authorization request. “Consumers respond better to personal, targeted [language], with a clear call to action and beautiful visuals,” said Kristien Matelski, digital marketing specialist at Vizion Interactive.

Applying for permission doesn’t have to be dry and boring – this is the place to get your writers running. Think personality, intelligence, and a short, punchy copy, but don’t overdo it. “The first thing companies get it wrong is oversell,” Matelski said. He explains why the consumer would want to read your emails and describe what you will send them so that there are no surprises.

5. Understand your audience.

Knowing who you’re emailing and why is almost as necessary as getting permission, as it will determine the nature of your content, how often you send mass messages, and who you send which emails to.

Your email campaigns will depend on your business and what you offer. CrazyCall Marketing Specialist Jakub Kliszczak said his customers are primarily looking for information updates. “We send marketing emails whenever something important happens with our software. We provide a detailed explanation [but] we make no effort to pressure recipients to sign up for a trial. However, we always get a handful of people. who decide to have the software tested.

Pay attention to buying trends, demographics, and customer feedback if you have access to it. If you don’t have customer feedback, consider sending a survey to gather information on what your customers want to see in your emails. So base your content on those responses.

6. Be authentic.

Many companies fall into the marketing pit for the sake of marketing rather than engaging in a campaign that means something to the company. If you’re throwing yourself into email marketing just to keep up with the Joneses, your consumers will notice and unsubscribe.

Authentic marketing is more important than ever, so sit back and understand what your vision is and what you want to achieve with your email campaign. “Marketing emails [should] always be useful,” said Ruggero Loda, founder and editor of Running Shoes Guru. “Every email should have a purpose for the sender and provide value to the reader.”

7. Provide valuable content.

It’s hard enough getting people to subscribe to your emails; it is even more difficult to convince them to stay. As they say, content is king. Make sure you send a personalized email and that the content is engaging and relevant to both your readers and your business.

“The more you can make the recipient feel loved, really know and care for them, the better the response rates you’ll get,” said Matthew Tudge, head of digital marketing for WDA Automotive Marketing.

Put yourself in the reader’s shoes and only send emails you’d like to read. Keep them simple. Allie Danziger, president of Integrate Agency, recalled a client who overloaded her emails with images and blocks of information, placing her call to action under the fold. His team simplified the model and defined the client’s goal, leading to a 71% increase in open rates.

“This showed why simple is better,” said Danziger, “and why setting goals in advance can have a dramatic impact on effectiveness.”

8. Monitor your analytics.

Many email marketing services come with analytics features or integrate with third party vendors such as Google Analytics. The three most important analytics for email marketing are open rate, clickthrough rate (CTR), and unsubscribes. Your open rate shows how many people open your email and will tell you how engaged your readers are. If the rate is low, identify where your emails are of no value to your readers and work to develop a stronger personal relationship with them.

The CTR shows how many people have clicked on any link in your email. A low CTR reflects poor or poorly targeted copy or links your readers aren’t interested in. Increase your CTR by improving your copy, watching what types of links your readers click, and shaping your emails accordingly. The unsubscribe rate reflects how many people click the unsubscribe button at the bottom of your emails. Check your cancellation fee against your subscription fee. If the unsubscribe rate is high, you need to figure out where you are losing the ball, because this shows that people are busy enough to accept, but are getting lost in the middle.

Sending a marketing message to the consumer isn’t easy, but if you remember your goals, keep it simple and watch your analytics, you’ll be well on your way to launching successful campaigns.

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