Email marketing offers a huge ROI of 122% – almost 4 times larger than paid campaigns and social media.
Despite this fact, the importance of email marketing for small businesses is always underestimated. Small and local business owners think that email marketing is something that is reserved only for big players.
But, they are under the wrong impression!
With the new name in the market, small businesses often find the task of lead generation challenging and tough. Email marketing helps such businesses earn leads easily in low budget. All you need to just offer value to your customers and be loyal to them.
Today, we are going to see some unique email marketing ideas for small businesses to reach their right customers and attain the ultimate goal of increasing revenue.
Let’s get started
1. Decide Your Goals to Build a Strong Email List
Okay, this may sound cliché but deciding your email marketing goals is very important before proceeding further. Your main objective of email marketing is to regularly inform your readers everything about your brand and build a strong email list.
Know your target customer and understand their buyer’s journey. Decide what action you expect from your customers.
Is it subscribing to a newsletter or blog? or do you want them to download your e-book or do you want to establish a direct connection with them and talk about your product/service?
Map your customer’s buying journey accurately and then create your email message around it.
2. Make Sign-ups and Subscribing Easy for Them
Since you aren’t a big name in the market yet, the customers visiting your website are curious to know about your company. To help them, use simple but attractive signups to receive your emails. The signup box should be visible easily to your customers.
According to Brett Relander, writer for Entrepreneur Magazine, displaying a sign-up box at the top of your website attracts customer’s attention easily. He also recommends including a link to email marketing signups on all your social platforms.
Include a subscription box on your website otherwise, you will miss countless opportunities to reach out to your customers. Also, include an unsubscribe option inside your email content if any of your customers want to opt-out from your email list.
3. Craft Valuable Newsletter/Blog Content
If you’re a small and local business, directly promoting your product/service via email may not attract your customers as the big players are ruling their minds.
Hence, an easy way to start is by sending valuable newsletter/blog content. Your website’s official blog represents your brand through which you can touch the pain-points of your customers, offer them solutions, and create trust among them.
Following are some useful ideas for your newsletter/blogs:
- How-To Based Content: How-to based blogs carry high weightage as they directly address the customer’s issues and offer them solutions. You can create how-to blogs with a local focus. E.g. if you an SEO company, you can publish articles on ‘Local SEO tips’, ‘Best marketing ideas for small companies’, etc.
- Local Announcements: If you’re an electricity hardware store, you can take advantage of the science exhibition hosting in your city and announce your blog about your product demos in the exhibition. Connect with local news and try to educate your customers about your brand.
4. Offer Discounts and Incentives
This is some advanced part after you have gained enough subscribers via newsletter signups. Discounts and incentives always excite visitors.
You can create a white paper, research articles, e-book, etc. surrounding your customer’s pain points that solve their problems and offer them for FREE.
You can also offer festive discounts or special offers on your product/services.
Send personalized emails wishing them on their birthdays, festivals, anniversaries, etc. to make them feel special.
5. Keep It Short and Simple
Your customers are busy bees. Even if they are interested in your products, they have less time and attention to read your emails. Hence, your email messages shouldn’t be too long as long emails lead to low open rates.
To impress your audience in less time, keep your emails short and valuable. Get to the point quickly in few words and make your ideas stand out enough to easily catch the reader’s attention. Some of the best ideas to hold your reader’s attention:
- Write Lucrative Subject Lines
- Personalize with them
- Create Interest and Sense of Urgency
- Start with Addressing Your Customer’s Problems
6. Decide Email Frequency
How many times are you going to send them emails? Is it on a Daily or Weekly basis? Or Once in 15 days?
Decide the frequency of your email sending as they act as ‘gentle reminders’ to your customers about your business updates. Deciding email marketing frequency is very important as they ensure that your customers don’t forget about your business. If a customer needs any product/service urgently, your regular emails remind them about your business thereby making customers contact you immediately.
7. Follow Email Segmentation
Once you start gaining email addresses via the above methods, you can segment them based on age, preferences, location, previous purchases, etc. You can also collect email addresses via various email finder tools available on the internet. These email finder tools collect all the personal information of your customers including their email ids and present you a list of verified email addresses.
Since all your subscribers are different, you need to segregate email ids and send them targeted and personalized emails. E.g. if you’re launching any new dress for young women, you should send emails to women between the 20-30 age group and not for a 60-year old woman. With this, you will be able to effectively target your right audience and achieve a desirable ROI.
Email marketing is still one of the most preferred online marketing activities. Similar to big brands, email marketing, when used effectively can work wonders for small businesses too. Be consistent and loyal in your efforts. Perform a periodic survey on how your customers react for your emails, unsubscribe rates, open rates, click-through rates, etc. With this, you will understand your areas of improvement and send emails more productively. Avoid any kinds of short cuts or tricks to gain more subscribers.