Over the recent years, there has been buzz that claims e-mail marketing is dead. Although social media and mobile marketing have received a lot of attention, e-mail marketing still remains the cornerstone of digital marketing. In fact, with a strong content marketing approach, e-mail is more powerful than ever.
E-mail marketing helps boost customer loyalty with your brand, drives business to on- and offline channels, integrates multi-marketing channels and fuels the growth of social networks. One of the main problems small and medium businesses face today is knowing where exactly to get started. Here are some tips to help you leverage e-mail to drive your business forward:
Building your list is probably the most important part of e-mail marketing. It is important to make sure everyone on your list has opted in to receive marketing e-mails. We recommend you follow these industry standards:
Expect your subscriber database to “churn” about 25 per cent every year
It is also important to continuously add new subscribers to your list. Here are some ideas on how you can build your subscriber base:
When determining the ESP you should choose, it is important to have an idea of how many subscribers you have and in some cases how often you plan to e-mail them. Most ESPs base their pricing plans on these factors.
There is a large selection of ESPs to choose - ranging from easy to use web-based solutions to robust on-premise providers. As a small business getting started you should consider a solution that will help you grow, keeps your costs low and do not lock you into large contracts. Here are some suggestions:
When creating copy for your e-mail, remember to keep it short and simple.
You have about three seconds to capture the attention of your readers when they open an e-mail in their inbox.
Your content should strengthen the relationship with your audience by providing them with beneficial information in a timely manner. Here are some quick tips to always remember when creating an e-mail:
There is a fine line between infrequent e-mail communication and bombarding your subscribers to the point that they unsubscribe. Unfortunately, there is not a scientific method to help determine how often you should send, what day or time of day will get you the highest engagement rate.
The best way to determine these factors is to simply… TEST! Follow these steps to get started: