Essential Email Marketing Tips and Tricks for Business

Many people believe that sending emails is a dead practice. On the contrary, email has been widely recognized as one of the most beneficial ways businesses can directly contact their tribe of followers and customers. Alongside this, email marketing has become an essential practice for companies and business owners to market and promote their business, products, or services. If your email marketing has not been working for you, then read on to learn how to do it properly. These email marketing tips will help you iron out the wrinkles.

Have you wondered why many companies or department stores will ask for an email upon purchasing something? They are attempting to build an effective email marketing list. These companies recognize that the email system is a large network of opportunity; opportunities that can turn a short product- based email into a potential sale.

The reality is you are negatively impacting your business revenue growth if you do not utilize email marketing!

Whether you are a company, an independent contractor, a blog, online shop, or service website, email marketing and management allows for your brand to collect leads, market to them appropriately, and, potentially, reap the rewards of sales. Use these email marketing tips to spur your business.

3 Email Marketing Mistakes to Avoid

Like anything that comes with developing a successful profitable business, there are Do’s and Don’ts. Before we dive into the many tips and tricks you can begin utilizing and implementing today, let’s discuss a couple of the email marketing mistakes that every small business should avoid.

1.  Not Getting Permission

There is one certain way to get into legal trouble alongside a disintegrating reputation and that is to send emails without getting a permission from the email holder. Canada’s Anti-Spam Legislation (CASL) took effect July 1, 2014. The General Data Protection Regulation (GDPR), the EU’s new privacy law came into effect May 25, 2018. Being informed and compliant around local legislation is an essential step in demonstrating your firm’s credibility and professionalism.

What you should NOT do:

  • Put your current customers on an email list without their permission.
  • Go through all your contacts on all your social media and email accounts and add them to your email list.
  • Collect business cards and them to your email list.
  • If you have multiple businesses, you should not crisscross emails between one business and another.

And if sometimes you do any of these things then you should know that new legislation was introduced this May called GDPR, or General Data Privacy Regulation. To be compliant you must:

  • Obtain and process the personal data fairly
  • Keep it only for one or more specified and lawful purposes
  • Process it only in ways compatible with the purposes for which it was given to you initially
  • Keep it safe and secure
  • Keep it accurate and up-to-date
  • Ensure that it is adequate, relevant and not excessive
  • Retain it no longer than is necessary for the specified purpose or purposes
  • Give a copy of his/her personal data to any individual, on request.

2.  Not Providing Enough Subscription Opportunities

When a visitor is on your website, do you have a pop up subscription form and that’s it? Yes, we know that multiple sign up forms can get annoying for the visitor; however, a lack of subscription opportunities means missing potential money-making prospects. Therefore, it is essential to properly and cleverly scatter each form through-out your website. If you are not inputting a subscription form on your website we can guarantee you that you do not have a large email list. How else do you plan on capturing emails for a digital business? Keep in mind, it is important to not bombard your visitor either, but instead include them in areas they are most likely to click.

You can include your subscription form in the following areas:

  • Sidebar
  • Below or after a blog post content.
  • On top of your home page in the header.
  • On a slide-out box.
  • During exit-intents. (This is when a visitor attempts to leave your website)

You should also supply an incentive to get visitors to subscribe. Visitors are keener to subscribing to companies that offer something in return for their private email. Therefore, offer free solutions in the form of a short eBook or potential coupons or promotions to certain products or services your brand has to offer.

3.  Not Categorizing Your Email List Appropriately

It is important to keep in mind that all visitors are different. Your visitors will range between time of day, location, age, and numerous other factors. Therefore, it is important to segment your email list if you want to implement proper email marketing tactics. Not segmenting your list can lead to lower engagement, lower sales, and higher unsubscribe rates. You may choose to segment your list in one of the following ways:

  • By Product Interest – Not everyone will be interested in the same products or services you have to offer. Clients interested in taking your culinary eCourse may not be interested in purchasing your latest book on DIY home solutions. Therefore, it is important to segment your list according to everyone’s different needs.
  • By Buying Behaviours – What an individual purchases can speak volumes about that person. Therefore, the same clients purchasing marketing services should not be receiving promotional content on a culinary eCourse. It is important to segment according to each individual buying behaviour.
  • By Different Locations – People in a certain area may be keener to purchasing a certain product or service. Perhaps you are offering a promotional offer to a certain area of a country or city. Therefore, segmenting by geo-location has its benefits when it comes to email marketing.

6 Super-Powered Email Marketing Tips

Take this scenario: your business has entered the digital marketing field and one of the methods you are looking to invoke with your  business is email marketing. What do you do next? What are tips and tricks that ensure success when it comes to email marketing for small business owners? While it may not be complicated to send an email, there is surely a science behind properly marketing to your customers through an email.

1.  Optimize Your Emails for Numerous Devices

In the digital marketing field, we always talk about “optimizing your website for digital devices”. This could not be truer for emails. With email marketing, it is crucial to ensure your emails are optimized across all digital platforms. If they are not, you will miss out on potential sales, leads, website visitors, and social engagement opportunities. The reason for this is because, according to Litmus, 54% of emails are on mobile devices compared to desktops or laptops. When traveling in a taxi, in nature, or at the park, people are keen to opening an email, and, if it is not properly optimized, you have severely hindered your chances of your message getting across as intended.

2.  Include Link to Social Profiles

Encouraging engagement on social media platforms should be one of the key ingredients of your email marketing pie. Therefore, when email marketing your latest products or service, you should include your social media links alongside a call to action for your audience to share this promotional offer on their social media (unless it is exclusive to email subscribers only).

With that said, this not only gives you added opportunity for promotion, it also builds a trust between your audience and you. If a visitor has already given you their email, the chances they will follow your social media is highly probable due to their interest in your small business. Make it easy for them to follow you!

3.  Email Marketing Seasonality Opportunities

Email marketing is not only an essential process of marketing your small business, it is an experimental process that should be fun. One of the busiest times for email marketers is the holiday season. With that said, most small businesses may automatically assume it is a bad idea to market during certain holidays. However, this is when the online community is most active, doing research, collecting data, looking for deals.

Therefore, why not give them all the information for their research in one simple holiday email? If you know your audience well, you know what they will be searching for during the holiday season and, in turn, you can engage in a way that highlights the products or services you are offering during that holiday. By not participating in seasonal email marketing, you are limiting the sales, visitors, and conversations your small business can receive or make while handing over all sales to your competition.

4.  Stay Ahead of The Competition

If you are a small business, competition can be fierce, especially if you are in a town where there are only a few of the same type of the business. Therefore, it is key to be aware of what the competition is doing and how their marketing strategy and email marketing is affecting them. Since you cannot directly access their marketing methods, the best way to stay informed is to subscribe to your competitors yourself. While this may sound counterproductive, it will provide an insight into the type of content they share from social media posts, promotional offers, contests, giveaways, sales, and more. Notice what they are lacking and implement this into your email marketing campaigns in a way that does not deter you from your mission or intention. Use this stream of information to set yourself apart from your competition.

If you want to learn more about staying ahead of the competition, sign-up for our free 6-week online course today and receive weekly instalments from experts in the digital marketing field so you can become a better marketer and grow your business.

5.  Remain Consistent with Your Email Marketing

It is important to have customized emails according to events, product changes, sales, and promotions. However, it is always important to stay synonymous with the look of your  business, social media branding, and, most importantly, your online website. By keeping your look consistent, after a while, customers and subscribers will be able to easily identify which emails are from your business according to the look, headlines, and even colours. This is a crucial and integral part of proper branding.

With this said, make sure you are emailing consistently – not bombarding your audience, try to stick with the standard of 1 per week as most business strive to send 2-3 emails per month. The best way to experiment is to put it to the test. Notice how many unsubscribes and website clicks you receive, according to the amount of emails you send out. Alongside this, with segmented email lists, you can target certain audiences that are consistently opening your emails, allowing for greater conversions and leads.

6.  Subscribing and Unsubscribing Should Be Simple

This is one tip that many small business owners may be confused about; however, just like supplying an easy-to-subscribe option, there should also be as equally simple unsubscribing option in your email. The reason for this is that it shows how you trust your customers enough to give them the option. In the case that they choose to unsubscribe, you are giving them free reign to do so and, in turn, it promotes flexibility and understanding between your small business and your subscriber base.

We would like to also mention that you can add ending questions once a visitor has chosen to unsubscribe. A simple, “Reason for Unsubscribing” box is sufficient for you to collect enough data from unsubscribers that will allow you to implement new ways that can minimize the percentage of people unsubscribing. Here visitors may leave a quick comment or note as to why they chose to be removed off your email list.

You’re not finished unless you ALSO do these things:
  1. Give your audience multiple subscription options according to their likes.
  2. Provide information about what they can expect from subscribing.
  3. Send out a welcome email that humbly shows your business’ appreciation for their email.
  4. Make all text easy to read and to understand.
  5. Each email should have a capturing headline.
  6. Utilize social media as a method to get more email subscribers.
  7. Do not over-email market your audience.
  8. Answer any email responses that may come from email marketing.
  9. Create a content marketing strategy.
  10. Curate your emails utilizing an automated system.

The Future of Email Marketing

Although email marketing is one of the oldest forms of communicating with your target audience the latest promotional deals, services, or offers a business has to offer, email marketing has evolved. Even though the root of the reason for email marketing is the same, to get your business out there, the branches have changed.

It is no longer about incessantly marketing a product. Today, it’s all about an emotionally and inspirationally driven form of engagement. Email marketing is a method to connect with your audience, build trust with them, develop a relationship, and you do this by showing your business is willing to provide the solution no other business can.

One last thing….did you find this article on email marketing tips helpful? Share your comments with us. We want to hear from you!