25 Benefits of Email Marketing & Why Every Business Should Be Using Email Marketing

For small businesses, deciding where to spend your marketing dollars is serious business. You want to generate new leads while engaging your current customers, but you need to make sure that the digital marketing tactics you are using are cost-effective and drive results.

Email Marketing.

Although email marketing has been around for a while, it continues to drive significant results for small businesses across the country. Even with the rise in popularity of other marketing platforms like social media, email marketing is still one of the best tactics that brands can use to reach and engage their target audience. Below, we’ll cover the top 25 of the benefits of email marketing and explain how they can help your business improve lead generation, conversion, and revenue.

  1. Your customers check their email every day.

How many times do you find yourself opening up your email on your computer or mobile device? Whether its work-related or personal, most people check their email at least once a day to see what new messages they’ve received. This means that email marketing offers small businesses the benefit of getting in front of their audience on a regular basis. The simple fact that your customers check their email every day is the most important benefit

  1. You can drive more conversions with email marketing.

A major benefit of email marketing is that it often provides higher conversion rates than other marketing tactics. In fact, McKinsey reports that the average order value of an email is at least 3x higher than the average order value of social media posts. After developing an effective communication strategy, your business can drive more conversions through email marketing. By crafting well-written emails that end with a clear call-to-action, your brand can encourage readers to take the next step in the buyer’s journey, moving them closer to conversion.

  1. It is more cost-effective than traditional marketing tactics.

Email marketing is relatively inexpensive when compared to other traditional marketing tactics such as direct mail and print media. While these traditional print marketing tactics require you to spend money on printing and advertising space, email marketing requires only a small investment of time and resources in developing effective content. In addition to relatively low operational costs, email marketing also provides an attractive return on investment (ROI). According to one report from DBS Data, businesses can expect an average return of $38 for every $1 they spend on email marketing.

  1. You can automate your sales cycle.

Email marketing automation allows you to automate your sales cycle. Your business can use email automation tools to develop email drip campaigns, which automatically send email messages to individuals on a set schedule, helping you create automatic touch points with customers. You can also set up automation campaigns to trigger certain messages when a user takes an action on your website. For instance, if the customer visits your pricing page but then leaves your site, you can reach back out to them through an automated message to ensure that they don’t have any further questions.

  1. It can increase traffic to your website.

Email marketing messages can also help you increase traffic to your website. You can link to relevant website content within your email message or craft a compelling CTA that asks readers to head back to your website to take a specific action. If you really want to make your CTA stand out, you may want to use a colorful button, which makes it easy as possible for readers to take notice of your CTA and make their way back to your website.

  1. Email marketing is easy to track and measure.

With email marketing, you can look at exactly how many people are opening, reading, and clicking through your email content. This allows you to determine if your email campaigns are successful and see just how much of a return on investment these campaigns are offering your business. As you make adjustments to subject lines, messaging, and types of offers, you can continue to track success to see which strategies are bringing you the best results.

  1. You can increase brand awareness through email marketing.

Brand awareness is one of the most important benefits of email marketing. Email marketing helps you increase your brand awareness by getting your email messages into the inboxes of potential new customers. The more consistent your communication is with your email subscribers, the more likely they will be to think of your business when they are looking for your products or services.

  1. People prefer email.

Your leads and customers are more likely to read and take action on your marketing emails because many of them are looking forward to receiving this type of communication from you. In fact, according to Marketing Sherpa, 72% of U.S. adults prefer to receive email communications from companies. This is compared to only 17% of U.S. adults who prefer communication through social media channels.

  1. You can target your email marketing campaigns for best results.

Another one of the major benefits of email marketing is list segmentation. This allows you to segment or separate your email list into different groups with relevant characteristics or interests. Once you have done this, you can start to deliver more targeted content to your readers. This increases relevancy and value, which can encourage more conversions.

  1. Email marketing can help you build credibility.

Consumers like to do business with companies that they like and trust. Email gives you the opportunity to build this credibility with your audience by delivering useful and informative content that adds value for your readers. Many businesses will develop a monthly email newsletter to deliver valuable content to their readers on a regularly basis. By providing relevant and accurate information that consumers find helpful, these businesses work to build their credibility and establish themselves as a thought leader in their given industry.

  1. You can use marketing emails to strengthen relationships with your customers.

In addition to helping you build credibility, email marketing can also enable you to strengthen your relationships with new leads and existing customers. Through consistent and valuable email communications, you can stay on top of your audience’s mind, educate your readers on the topics that matter most to them, and show your appreciation for their business by letting them know about special promotions.

  1. Email marketing content is shareable.

Making your email marketing content shareable is easy to do. Include social media and email share buttons on your email messages that allow readers to quickly and easily share their favorite email content with their friends, family, and colleagues. This helps improve your reach and bring new leads to your business.

  1. You can reach people on any device.

More and more people are checking their email from their mobile devices. What does this mean for your business? You can use email marketing to reach people no matter where they are or what type of device they are on, improving visibility and reach over time. Make sure that your emails are easy to open and read from mobile devices, paying close attention to image sizes and the amount of text on the page.

  1. Email allows you to add a personal touch to your marketing.

One of the greatest benefits of email marketing is that email allows you to personalize your messaging and offering to reach the right audience at the right time. Not only can you use segmentation to ensure that readers are getting the most relevant and effective content, but you can also address readers by name and speak directly to them. Your email subscribers are more likely to respond to content that seems like it was written just for them. In fact, according to HubSpot, emails that include the first name of the recipient have higher click-through rates than those that don’t.

  1. It’s the perfect way to build excitement for promotions.

One of the most popular uses for email marketing is to create excitement for upcoming promotions. Whether you are having a seasonal sale or a last minute promotion, you can use email marketing to reach out to your customers and leads to let them know about the opportunity to save.

  1. Email helps you save time while reaching the largest audience possible.

While some digital marketing tactics take time to implement and even longer to deliver results, email marketing is rather quick and direct once you learn the basics of developing a campaign. The assortment of email marketing tools and platforms make it easy to quickly create and distribute professional marketing emails that help you get immediate results.

  1. Automated emails can help you increase abandoned cart conversions.

Every e-commerce company is familiar with the dreaded abandoned cart. Consumers visit your site, put items in their shopping cart, and then leave without making a final purchase. Whether they get busy with something else or want to take time to think about their purchase, it is vital that you take the opportunity to reengage these customers. With email automation, you can send an automated email message to these consumers, encouraging them to come back to your site and finalize their purchase.

  1. Email marketing provides real-time communication.

Unlike marketing channels such as billboard ads, flyers, or television commercials, email marketing allows you to communicate with your customers and leads in real time. This makes it the perfect channel to send timely messages to your email subscribers. For instance, if you are having a last minute sale or want to remind customers of a promotion that is ending soon, you can quickly put together a marketing email that will reach reader’s inboxes in just enough time to allow them to take advantage of the promotions that are set to expire.

  1. You can stay on top of mind with email marketing.

Another of the many benefits of email marketing is that email communication allows you to communicate frequently with your subscribers, making sure that you are on top of their minds. In order to build a sustainable business, you need to influence new conversions while also encouraging repeat business. With email, you can check in with your subscribers periodically to remind them of the value that your business can provide. This is a great way to keep in touch with customers in between purchases while also nurturing relationships with new leads.

  1. Testing email content helps you optimize content.

With email marketing, your business can identify the content and messaging that resonates best with your audience and optimize content for best results. With list segmentation, demographic targeting, and testing, you will be able to develop an effective strategy for reaching each of your audience segments. Once you can use data to determine what types of messaging and offerings work best for each audience, you will be able to maximize open rates and conversions.

  1. Email integrates easily into your other marketing channels.

One of the great things about email marketing is that it can easily integrates with other marketing channels. For instance, you can take email marketing content that has performed well and develop several social media posts from this content without having to start from scratch. Or you may use email marketing to promote a social media contest, helping to bring more traffic to your social pages.

  1. You can reach current customers on your email list without relying on advertising or SEO.

With email marketing, you are able to quickly and directly reach your current customers and leads on your email list. This direct communication means that you are not limited by the decreasing organic reach of social media. You don’t have to wait months to see organic traffic come to your site through the search engines. You also don’t have to buy PPC or social media ads to start seeing results. With email marketing, your email list becomes an important asset that you can continue to see benefits from for years to come.

  1. It’s easy to get started quickly.

Getting started with your email marketing campaigns is easy. There are a variety of templates and tools at your disposal that can help you set up your first campaign in under an hour. Email automation tools also make it simple to set up drip campaigns that trigger certain email messages when individuals take a certain action like leave their shopping cart or visit the pricing page on your website.

  1. Email is versatile and offers variety.

Another one of the unique benefits of email marketing is that email provides a more versatile channel for communicating with your customers. Not only are you able to send text and images over email, but you can also include video, attachments, and links to relevant content. For example, if your business has created some content assets that you’d like to share with your email list like a how-to video or an informational e-book, you can link to or embed video into your email message and attach any additional content assets or link to a landing page that allows customers to download the e-book.

  1. There are no character limits!

While social media platforms and PPC ads limit the amount of characters you are allowed to use in your brand messaging, email has no character limits. Now, this doesn’t mean that you should abuse this feature by sending novel-length emails to your customers and leads. However, it does mean that you can take advantage of the opportunity to present a longer and more detailed message when necessary. You should always consider the goal and purpose of your email when crafting the content, but keep in mind that you have a bit more space than other channels might allow.

5 Email Blast Examples from Small Businesses & What We Like About Them

When it comes to engaging modern consumers, few platforms have more power than email. According to the research firm Radicati, by 2019, there will be an estimated 2.9 billion email users globally. Statista reports that at the same time within the United States, there will be more than 251.8 million. This means that email provides a reliable means of reaching prospective customers.

For every $1 people spend on email marketing, they profit an average of $44 according to Campaign Monitor. It makes sense, therefore, that WBR Digital found that that 80 percent of retail professionals vote email marketing to be their biggest asset in customer retention. Forrester Research also tells us that customers who purchase through email spend a reported 138 percent more than those who do not receive email offers.

Brands that want to create these valuable, high-powered email campaigns need to study what customers want to see and what engages them. One of the best means of learning can be looking at what other companies have done to create highly effective email campaigns. We have put together 5 fantastic email blast examples that capture great ideas for different points in the buyer’s journey.

What makes email effective?

Email provides such incredible value for brands because customers want to see it. Adestra reports that 73 percent of millennials identify email as their preferred means of hearing from businesses. Email messages allow them to communicate with brands while on the go.

Segmented email campaigns also provided a higher level of effectiveness than sending everyone the same message. These campaigns offer brands the chance to offer greater degrees of personalization. Brands can select the messages that they want to send based upon who the recipient will be and where they are on the buyer’s journey.

Customers appreciate personalization. They feel as though brands care about them and their individual issues. This is why MailChimp found that segmented email campaigns receive a 14.64 percent higher open rate as well as a 100.95 percent higher click-through rate than non-segmented campaigns.

Email provides the most return for organizations when they understand the desire of customers to receive personalized communication. Targeting the interests of actual prospects in their buyer journey, taking mobile compatibility into account, and creating campaigns that can engage users will boost business ROI.

Outstanding email blast examples we can learn from

Encouraging purchases

Once someone has signed up for your email list, you already know that you are one step closer to getting them to make a purchase. Your main focus now will be to generate interest and demonstrate value. You want to show customers that you understand their needs and you will provide their solutions.

Cook Smarts

Cook Smarts also has developed a noteworthy email campaign that businesses should pay attention to. This brand sends out regular emails to people interested in cooking.

These emails tend to be very involved, containing multiple points of interest. There will be recipes for those interested in trying something new in the kitchen. They also offer ‘how-to’ advice as well as tips. These emails provide an excellent example of demonstrating expertise with the prospect.

For a customer to make a purchase, they need to trust you. Customers today have countless businesses across all sectors trying to earn their attention and their investment. These choices means that modern customers will scrutinize their decision-making process to find the organization that they can trust. Demonstrating to your readers that you have the knowledge and insight they want will help establish this trust.

The emails also tell readers that you want them to succeed. People do not get charged to receive these emails, full of helpful advice and new recipes for the kitchen. Customers realize that you care about them and their success, which helps to further breed trust.

Another interesting feature of the Cook Smarts email blast examples is the ease with which it can be shared with friends or family. The emails have built-in capabilities that allow you to share the tips and advice with others.

This feature encourages increased engagement with the email. It also makes it easy for the brand to build their email lists. People will receive the information in the email from a trusted friend or family member. This encourages them to check out the email content for themselves. If they find it useful, they will then become more likely to become a subscriber to your email list as well.

Incorporating ideas from these email blast examples into your own email strategy:

Successfully building such an engaging email blast requires understanding who your customers are what what they want to see. Promoting content that fits best with a segmented email list will help you boost interest.

You also do not want to neglect the value of sharing. Make your email easy for people to promote to others. Buttons for them to share your information on social media or send the content to a friend will encourage increased engagement. It can also help you build your email list.

Continuing engagement after a purchase

Once someone has made a purchase from your organization, it can be tempting to walk away from them and focus more on to the next prospect. This would be a big mistake. According to the Harvard Business School, an increase of just 5 percent in customer retention can boost profits by 25-95 percent.

This means that the moments after a customer makes a purchase are critical. Your actions here will help to determine the direction of your relationship. If a customer leaves the transaction thinking highly of your brand, it is more likely that they will return.

Some email blast examples focus on this portion of the buyer’s journey.

Charity:water

You likely have several different types of automated emails that go out to your prospects at various points. For example, you might have one to welcome them to your email list, others to engage them in stories of interest.

Most businesses also generally have a standard email they send out to customers to thank them after they make a purchase. Since this email comes after the purchase has been made, and money has already changed hands, many brands neglect the potential that this email holds.

Using the post-transactional email to your advantage can further nurture your relationship with the client. You can keep them engaged with the brand. You can help them get the most out of the product or service they purchased from you.

Charity:water presents an excellent example of taking advantage of this opportunity, so we wanted to include it as one of our email blast examples. After someone makes a donation, they receive regular updates about where their money goes and what the charity can accomplish.

Donors see a timeline that allows them to witness how various projects progress. They get background information about the people their money helps. Donors to this charity do not have to guess about the uses for their money or whether or not their donation truly helped people.

This type of communication serves multiple purposes.

  1. It builds trust with the charity. People know where the money goes and they feel confident in the integrity of the charity.
  2. It keeps people engaged with the organization. The regular connection with the donor allows them to continually remember the good that this organization accomplishes.
  3. People receive regular reminders about the value of the organization. If they feel inclined to make a charitable donation in the future, they likely will turn to the one who has already demonstrated their trust and value. The name will be at the forefront of the donor’s mind.

Incorporating ideas from these email blast examples into your own email strategy:

Remember not to neglect people after they make a purchase from your brand. Your post-transactional emails can offer tips and ideas for customers about your product or service. You can offer free opportunities to learn more about the product or how to get the most out of their investment. Let customers know that you do not just view them as a number. Instead, you see them as a valued member of the team. You care about their needs and you want to make sure that you have exceeded their expectations.

Convincing previous users or customers to return

When an existing customer stops using the product or service, finding ways to re engage them can be very valuable for the bottom line. Remember that existing customers provide one of your strongest sources of revenue.

Dropbox

This email, produced by Dropbox, offers cute and clever messaging. The graphic communicates the point clearly, without taking up too much space. The text has also been designed for those briefly scanning the message.

People no longer engaging with your product or service may not have a lot of interest in communication from you. Your job will be overcoming this obstacle and showing them right away why this email will offer them value.

This Dropbox email uses bullet points to remind readers of the value the platform offers them. This information users can scan easily, allowing them to quickly remember why they had registered for Dropbox originally.

Readers also have the chance to click and relearn how to maximize their usage of the platform. Dropbox recognizes that some people may cease using the service because they do not fully understand the capabilities and value offered. To combat this reason for leaving, they offer links to refresher courses through the email.

Incorporating ideas from these email blast examples into your own email strategy:

To create an email that engages customers who have stopped using your product or service, focus on making a strong value proposition efficiently. Let people know what they will miss when they leave your brand.

Combat likely reasons for people leaving your brand, such as not understanding how to get the most from your offerings. Speak directly with former customers to learn why they were not satisfied with your company so that your emails can help to correct this error.

Enticing people to upgrade

The art of the upsell requires patience and insight into the customer’s needs. Whether you want a free trial partner to purchase or someone to upgrade to the next level of service, this type of email cannot be neglected. According to forEntrepreneurs, 70-95 percent of organizational revenue comes from upsells and renewals. Sending the right email for this stage of the buyer’s journey can result in visible growth for the organization.

Grammarly

Consumers trust product reviews 12 times more than they trust product descriptions that the manufacturer puts out, reports eMarketer. In other words, people know that brands will portray their own offerings in the most positive light possible. Instead of hearing from brands, they want to hear from other customers.

Brands refer to this phenomenon as social proof. Using other people to demonstrate the value of your product or service will encourage people to try it. The nightclubs that manage to get long lines outside their doors, the brands with excellent reviews on feedback sites: these are the businesses that demonstrate strong social proof.

Grammarly offers a proofreading program for people. When you write anything, from an email to a term paper, the program will watch for grammar and spelling mistakes. It helps people improve their writing.

The brand also offers a few different levels for customers to use. One email blast of theirs was sent specifically to those who had registered for a lower tier service. It promoted their premium services.

In this email they combined a number of fantastic characteristics:

  • They placed a time limit on the offer. This deal expired on an upcoming day, encouraging those who might be interested in this discount to act quickly.
  • The graphic on the page entices people with an interesting image that does not overrun the page.
  • The email made the value of the investment immediately obvious. With a strong headline like, “Proofread like a boss”, customers do not get lost regarding the value of the investment.
  • The text of the email is short. Just three sentences long, it entices customers to ‘move up the ranks’, offers the discount and why, and tells them how quickly they need to act.
  • Most importantly, the email offers social proof right in their email. It has embedded a tweet from a fan that further articulated their value and her love for the service.

Incorporating ideas from these email blast examples into your own email strategy:

Incorporate social proof into your own emails to demonstrate your credibility. You can use a tweet, like Grammarly did, or a Facebook post, a Yelp review, or anywhere else you have an incredible testimony. Stay away from dry, dull examples. Instead, look for humorous, catchy reviews that people will appreciate. Using a picture of the person who left the review adds an additional layer of personalization. Customers will feel as though this particular fan wants to tell them personally about why they should trust your organization.

An effective email campaign can return tremendous ROI for your organization. For you to effectively capture this potential, you want to look at email blast examples and find tips and tricks that you can incorporate into your own strategy. Remember that email can be used effectively throughout the buyer’s journey. Create emails that align with your customer needs and see how many of the email blast examples above you can incorporate into your own campaign.

10 Practical Email Marketing Tips to Boost Sales

Does email marketing work? If you manage to use the right email marketing tips, the answer is a resounding yes.

Now, there will always be businesses who don’t believe in the power of email marketing. This happens mainly because they fail to see any positive results with their email marketing efforts due to their own shortcomings. Sometimes these business owners just need a few email marketing tips to increase the value of their emails.

Email is one of the most successful marketing mediums on the web. Studies have shown that email marketing helps generate even more sales than social media giants Facebook and Twitter, which is why you probably want all the email marketing tips you can get.

For every one dollar companies spend on email marketing, they’re able to generate $40 in sales. Read more about the true return on investment email marketing tips can create for you.

Regardless of what some people think about email, it is still the most reliable (and straightforward) way to generate more business. By tapping into the power of email marketing small businesses can not only get more quality leads but also connect to their prospects at a higher level – eventually converting them into customers. This applies to almost every industry or niche out there.

However, in order to get the most out of our list of email marketing tips, you have to go beyond just sending emails to your list. You have to take the right steps to make your email marketing campaign stand out from the rest.

Keep in mind that your customers and prospects are bombarded with email offers on a regular basis. Which is why your approach needs to be competitive and in line with current best practices and email marketing tips.

Boost Your Sales with these 10 Email Marketing Tips

Let us look into 10 practical and effective email marketing tips that you can apply today to improve your sales numbers.

Tip #1: Know and Understand Your Target Audience

Out of all email marketing tips that we’re going to talk about in this blog post, knowing your audience is the most important. It’s the starting point of it all.

The email messages that you send out to your subscribers need to be relevant to their interests. This can only happen when you know and understand your target audience well enough.

Every subscriber on your email list is different, which is why it would be a mistake to send them the same email message. Emails relevant to the recipient tend to drive 18 times more revenue when compared to general emails. So taking a targeted approach definitely makes a difference.

So how do you really go about sending the right message? What do you do to make sure your email content is relevant enough? How do you ensure your email isn’t ignored?

The answer is email list segmentation. Which allows you to divide your email list into smaller, more targeted sub-groups.

Segmenting your email list based on your age, gender, geographical location, and buyer personas helps you send relevant emails. Which in turn improves your chances of getting a higher number of sales in the long run.

Here are some of the positive results you can expect with email list segmentation:

Let’s look into some more ways to segment your mailing list and improve your return on investment:

  • Survey results
  • Sending frequency
  • Purchase cycle
  • Past purchases
  • Email activity

Email marketing doesn’t have to be complicated. As long as you are able to connect with your subscribers at their interest level, and give them relevant and valuable content, you will find success with it. Email list segmentation helps you do just that. Now let’s look at the other nine email marketing tips we have for you.

 

Tip #2: Send Regular, Consistent Emails

Let’s face it, the last thing you want to be called is a spammer; especially when you’re trying to do legitimate email marketing. However, the fear of being accused of spam is irrational if you are sending out emails to subscribers who have willingly joined your email list. So do not hesitate to send out regular emails to your list because doing so almost always results in a higher number of sales.

What’s more, studies show that most people check their email daily. So by sending regular emails, you are doing the right thing. You are doing what your competition is not ready to do, which is showing up.

Know the real definition of spamming: it is sending out email to people who you do not share a relationship with, and who have not given you the permission to email them. You are not spamming when contacting your existing subscribers. When you are building and nurturing a list of loyal subscribers who open and read all your emails, you shouldn’t have any problems sending out weekly or daily emails to your list, and getting more sales.

 

Tip #3: Keep Your Emails Short

Many email marketing tips you find online talk about improving the open rate of your emails, but very few discuss about keeping the attention of the reader once the email is opened. The point we’re trying to make here is, email messages that you write need to be clear and concise so that your subscribers get the message, and act on it.

Keeping your emails simple helps you get a better response from your campaign. The idea is to make your subscribers aware of the offer you have for them. It is not to hard sell them, but to give them a soft nudge. If they find your offer interesting enough, you will find them visiting your website to learn more about it. By keeping your emails short and to the point, you make it easy for people to take action.

One more thing that you need to keep in mind is the fact that more and more people are now accessing and reading the emails on their mobile devices. So the emails that you send out to your subscribers are more likely to be read on mobile than on a desktop. Remember, you are essentially trying to reach out to people who don’t have much time on hand. They’re busy. Which is why you will find them reading their emails when commuting from work or during a break.

Here’s how you can keep your emails short without miscommunicating:

  • Avoid beating around the bush and write as much as required to convey your message
  • If you want to share more information right in the email, use bullet points to break your email
  • Have one major call to action per email message rather than adding multiple ones

So take the brevity approach and try to keep your emails as concise as possible. Don’t beat around the bush when you can convey the message in a few sentences.

Tip #4: Personalize Each Email

Email marketing works great when it comes to creating a unique experience for your prospect or customer. By leveraging the power of personalization, you can make them feel exclusive or special, which increases that chance of them doing business with you. According to email marketing company Campaign Monitor, emails that have a personalized subject line have a 26% more chance to be opened when compared to emails that have a generic, non-personalized subject line.

So if you have access to the first name of your email recipients, it makes sense to use it in the subject line and as well as in the body of the email. You can also go about asking easy and relevant questions in the email to give a personalized feel.

You can even take things a step ahead by adding your own personal details to the emails such as your name and photograph. The idea is to think outside the box.

Being a business, you should understand the importance of adding a personal touch to your email marketing as it has a direct impact on the number of conversions you get.

Tip #5: Make the Most of Your Subject Line

Our list of email marketing tips would not be complete without talking about the subject line. Look at it as the main, opening headline of your email. Which is why it needs to be transparent and not shady or gimmicky. The more straightforward you are with it, the better. Because your ultimate aim is not only get your emails opened once, but build a trusting relationship so your subscribers open your emails again and again.

The open rate of your email solely depends on your subject line. If people don’t open your emails, the content of it wouldn’t matter. So investing in it will immensely help your email marketing campaign.

Here are a few things that you need to keep in mind when crafting subject lines:

  • Connect to your subscribers on an emotional level so that they enjoy reading your emails. Keep your subject lines natural to let them know that they are receiving emails from a real human and not a robot.
  • Keep each subject line short and to the point. Longer subject lines are not only confusing but are also hard to read and understand. According to a study done by Retention Science, the optimum length of a subject line is six to ten words. They found that a whopping 21 percent people opened emails with a subject line in this range. Anything longer or shorter had a poorer open rate.
  • If humor goes with your branding strategy, then by all means add it to your email subject line. Emails that have a personality are liked and shared. However, don’t go overboard with it as you may come off as unprofessional.
  • Questions and numbers are proven to get you a higher click-through rate if done right. Use them along with other types of subject lines. But make sure you’re not confusing anyone.

 

Check out how New York Times best-selling author Ramit Sethi uses some of the best subject lines:

If you want to go a step further and get the most out of your email personalization in terms of using their name, do the following:

  • Talk to your subscribers and ask them if they’d like be addressed by their first name or their nickname. Not many businesses take this extra step but it can make an actual difference to your open rate. If Rebecca wants to be called Becca, then so be it.
  • Keep an eye out for misspelled names so that your customer or prospect doesn’t get the wrong impression when they see their name in your email. The same goes for name initials.
  • Do not use the subscriber’s name more than twice in your email. It’s completely unnecessary and will make you sound unnatural. Avoid going overboard with your personalization for best results.

One of the most common reasons why emails get trashed immediately is because they aren’t personalized. So make sure you spend some quality time on your subject lines, as it will have a direct impact on the sales you generate. You now have half of the best email marketing tips we have to offer. Keep reading to become an email marketing master.

 

Tip #6: Split Test Your Emails

One of the best email marketing tips we could probably give you is A/B split testing. It is the holy grail of online marketing. It’s the only method that removes guesswork from your email marketing and gives you a road map of what changes you need to make. A/B split testing is nothing but a method to split your email audience into multiple segments or groups and find out which version of your email gives the best results in terms of conversions. By testing out different versions of your emails, you’ll be able to eventually perfect your overall campaign and get better results.

The three main benefits of split testing your email marketing campaign are:

  1. Open rates increase when you find the right subject line
  2. Click-through rates boost when you test and change your email copy
  3. Gain a better understanding of what customers want

So what elements do you test when optimizing your email marketing campaign? Anything that can be split-tested on a landing page can be tested with your email. For example, you may want to test the opening of your email or test the call-to-action to see what kind of response each version generates.

However, there are a few elements that you should test at all costs, which include the subject line, day of the week, and the time of the day you send your emails. You may also want to send the name of the sender to see if it makes any difference.

 

Tip #7: Have a Dedicated Landing Page for Your Campaign

The email marketing tips we discussed until now dealt directly with email, but this one goes beyond it. As you know, A/B testing is an essential to find success with email marketing and get a higher number of sales from your efforts. Guesswork simply won’t get you the kind of results you’re looking for.

However, your split testing efforts should not be limited to email. You also need to give equal importance to where you send your traffic from your email. Yes, we’re talking about the landing page.

Most of the time your subscribers click-through from your email to your homepage, product page or specific landing page. In order to get higher conversions and get the best return on your investment, it always makes sense to create a dedicated landing page and direct your email traffic to it. A dedicated landing page is much more relevant and targeted, which makes it really effective.

Make sure your landing page has the following important elements:

  1. A strong headline that makes the visitor want to read further.
  2. A sub headline that supports that headline and re-emphasizes the headline.
  3. A support image or video that explains the purpose of the landing page in under a minute.
  4. Social proof such as customer logos, testimonials, etc.
  5. A call to action that converts your subscribers into customers.

Keep in mind that the message that you convey with your email should match the one on the landing page. Or else it defeats the very purpose of creating one. The offer on the landing page should be relevant and specific. Don’t dilute it with other offers. Last but not the least, it’s always a good idea to have no navigation on your landing page. This way they’re more focused on your offer, which is exactly what you’re looking for. If you need help creating a landing page, Website Marketing offers this in their web design services packages.

Tip #8: Use A lot of White Space

Your prospects and customers are busy people. Even if they find the time to check your email, it’s obvious that you’re not the only company sending emails. Subscribers who open and read your email are telling you that they’re interested in what you’re offering. They’re giving you their attention, and you should make the most of it by making your emails scannable.

The structure of each of your email needs to have a lot of white space. In other words, you need to keep your paragraphs short, use subheadings, add bullet points wherever applicable along with any mentionable facts. That’s how you get the undivided attention of your prospects and increase your chances of converting them.

There will be times when you have to send a longer version of your article or a long sales pitch. In such a scenario, it makes sense to give a brief intro in the email and then direct them to your website with a “read more” link.

When compared to paragraph blocks, scannable content is more readable. Which indirectly improves your reader’s experience, leading to better sales in the long run.

Tip #9: Make Your Emails Valuable

If your email doesn’t offer value, then it’s going to get ignored. Which will also affect your open rates. Any information that you send out to your email list has to be valuable. Not once, not twice, but always. Consistency in delivering value is the key to getting your emails read again and again. And bringing down the unsubscribe rate.

You can send out emails and expect to make sales only when you understand the importance of value. Because not everybody on your email list is going to become your customer. Only a percentage of prospects will hit the “buy” button after they receive your emails. So try to have a healthy mix of quality content, promotions, and offers. Having the right balance can make a world of difference to the number of sales you make in the long run.

However, prospects who have specifically requested to learn about your new products or services, should receive content needed to make a buying decision. In such a scenario, promotional content works in your favor rather than against it. Ultimately, the kind of value you deliver to your email subscribers depends on what kind of content they’re looking for. Which means you need to have a solid understanding of their likes and dislikes.

The bottom line is: you cannot and should not compromise on value when doing email marketing. Because that’s the only way you win the trust of your email list. And trust is what’s required to convert prospects into customers.

 

Tip #10: Repeat Your Successful Emails

When you create an email marketing campaign and make it successful, chances are that the success can be repeated with new subscribers and the ones that did not make a purchase. This will not only help you increase your sales, but will also give you more room to understand your prospects.

Also, you can use your email marketing program to resend your emails to subscribers who did not open them the first time. You can even tweak these emails when sending them out to non-buyers. It’s a good opportunity for you to change and test different elements of your email such as the call-to-action. The point is get the most out your campaign when it has already tasted success.

What is the True ROI of Email Marketing?

With all of the different digital marketing channels available to the modern marketer, it’s fair to ask, is email marketing still a valuable part of your digital marketing strategy?
Yes, yes, a thousand times, yes!

No matter how many other innovative digital marketing tactics emerge, email marketing remains one of the best ways to reach and engage your target audience. Email marketing’s power lies in its ability to provide businesses of all sizes an attractive return on investment. In fact, according to an eMarketer study, the median email marketing ROI is 122%. That’s four times higher than any other digital marketing channel.

If you think this sounds too good to be true, you’re not alone. The best way to break down this incredibly high return on investment percentage is to take a look at the true value of email marketing ROI when it comes to different aspects of your business. Below, we’ll explain the different ways that email marketing offers your business a return on investment and how you can measure ROI over the course of your email campaigns.

Email Marketing ROI #1: Increase Company Revenue

Though there are many different tools in your digital marketing toolbox, email marketing continues to be the greatest driver of revenue for many businesses. Furthermore, revenue from email marketing ROI continues to improve year over year. This suggests that consumers are continuing to engage with brands through email marketing year after year.

There are a few different reasons for this. The number of email users in the U.S. continues to grow each year. By 2020, the number of email users is estimated to grow to about 259 million. As more and more people sign up for an email address and use it on a regular basis, they also start to use this communication channel to keep in touch with their favorite brands.

The number of new email users is not the only contributing factor to high email marketing ROI when it comes to revenue growth. The general affordability of this digital marketing tactic also makes it an attractive option for brands that want to grow, reach, and engage their target audiences, while still enjoying the fruits of their labor.

When it comes down to the amount of revenue your company can stand to gain through email marketing, Constant Contact reports that for every $1 a company spends on email marketing, they can expect to earn $38 of revenue on average. While a survey from eMarketer reveals that email marketing drives 25% of the overall revenues from those companies surveyed. The affordability coupled with the potential for excellent revenue growth makes email marketing one of the best digital marketing tactics for small businesses with limited marketing budgets.

With proper attribution, your company should be able to determine how much revenue is generated through your email marketing campaigns, down to the very email that finally convinced the consumer to make a purchase. Using email analytics to track and measure purchases made by consumers after they click on email content, you can add the sums of these purchases together to determine revenue.

If you are unable to track the exact revenue of each email directly, you can still calculate the average return on investment when it comes to email revenue. Multiply the number of conversions you have made through email by the value of an average order. This helps give you a better idea of how much revenue you are generating through your email marketing even when exact numbers are not available.

Email Marketing ROI #2: Improved Sales Conversions

Revenue is not the only important part of email marketing ROI that business owners should be concerned about. Email marketing is also a successful tactic for helping businesses improve the number of sales and conversions. That’s because email marketing helps nurture leads and move them through the marketing funnel closer to making a purchase.

For example, let’s say that a consumer visits your website a few times but has not yet made a purchase. There are many reasons for this. Perhaps the visitor needs more information or they need some time to consider other options. Maybe they just need a little motivation to finally make a purchase. With email marketing, you can keep in touch with these interested consumers while providing them with the information and encouragement they need to make a purchasing decision.

As this chart suggests, email marketing can drive even more conversions if a coupon is included in the email content.

There are a number of different metrics you can measure to determine the return on investment from email lead nurturing. In the end, it will depend on what your goals are and how you measure the success of your lead nurturing efforts. For example, is revenue your only concern? Or are you interested in tracking how quickly your emails help move consumers through the funnel?

Here are a few different measurements you can look at when trying to determine your email nurturing ROI:

  • Engagement – By measuring engagement, you are able to see how well your company is interacting with customers. To accurately measure engagement, you’ll want to consider the following metrics: open rates, click rates, unsubscribes, and conversions.
  • Lead Acceleration – Measuring how long it takes your nurtured email leads to move from the awareness stage to consideration and from consideration to the decision stage is another way you can determine your email marketing ROI. For a better understanding of your email nurturing campaign success, you’ll want to look at how fast non-nurtured leads move and compare this to those who have engaged with your campaigns.
  • Impact on Revenue – Though it is not common for a user to make a purchase based on one email, you can measure the impact your campaigns have on your revenue over time across multiple touch points. In order to measure this metric, you’ll need to consider the value of each engagement across your digital marketing campaign, including nurturing tactics beyond emails.

Measuring the return on investment for your email nurturing efforts can get a little complex as it can be challenging to determine the value of each touch point. This is where a CRM or email automation program can come in handy. These programs have algorithms that can help you more accurately and consistently determine the ROI of your email nurturing campaigns.

Email Marketing ROI #3: Increased Website Traffic

According to HubSpot’s State of Inbound, one of the greatest marketing challenges that businesses face is generating website traffic. In fact, 63% of those marketers surveyed said that this was their biggest obstacle. Though there are a variety of digital marketing tactics that can help you improve website traffic, like SEO and social media management, email marketing can also help provide a return on investment when it comes to driving traffic to your website.

Not only does email marketing help increase traffic back to your website, but it helps make sure that the traffic going back to your site is relevant. If consumers are regularly engaging with your email marketing content then they have already shown an interest in your brand. This suggests not only that they are qualified leads but that they may be likely to make a purchase. The more high-quality traffic that you can drive back to your website, the more opportunities you have to engage these qualified leads and influence more conversions.

Across different marketing surveys, lead generation is consistently cited as one of the top benefits of email marketing for businesses from diverse industries.

One of the most common ways to measure the return on investment for email campaigns meant to drive website traffic is by looking at the click through rate for your marketing emails. This shows you how many users are clicking on links in your emails that lead to certain pages on your website. You can measure the click through rate, or CTR, by dividing the number of clicks by the number of emails that have been delivered. However, since the CTR compares the click rate to the number of emails sent, sometimes this rate will be influenced by the time of day that the email was sent or a subject line that was not quite successful.

If you want an even better idea of how effective your email content is at driving these clicks, you can also measure the click-to-open rate. The click-to-open rate is measured by taking the number of clicks and dividing this number by the number of emails that have been opened. The content of your marketing emails is often the primary factor influencing your customers to click on your links, and the click-to-open rate is much more indicative of how engaging your actual email content is. This can help improve the accuracy of your ROI measurements when it comes to driving traffic back to your website.

Email Marketing ROI #4: Amplified Brand Awareness

Building strong relationships with your leads is an important part of working to move them onto the next stage of the marketing funnel. Effective email marketing campaigns play an important role in helping your business build brand awareness. By building connections with consumers and providing content that they find valuable, marketing emails work to foster positive and impactful relationships with your leads.

The main reason why email marketing is so effective for amplifying brand awareness is that it allows you to engage with your leads directly and consistently. Rather than just offering one touch point, email campaigns allow you to reach out to leads and engage them multiple times over a longer period of time. This helps you establish a relationship, build trust, and influence more conversions over time.

“Increased brand awareness” is certainly a potential outcome of an effective email marketing campaign. However, it’s important that you are able to measure just how important this awareness is when it comes to generating email marketing ROI. In order to effectively measure just how effective your campaigns are at generating brand awareness and to tie this back to return on investment, you’ll need to first define what exactly awareness means to you.

Are you trying to make sure that leads are aware of your brand? Or are you trying to make them aware of some certain attribute that differentiates your brand from others? The way that you define awareness will not only impact your strategy for achieving your brand awareness goals but also the metrics that you will use to measure campaign ROI.

There are a few key metrics that you can use to measure brand awareness. One of them is how much direct traffic you have to your site. When you measure direct traffic back to your site, you’re looking at how many users are typing your URL directly into their browser versus coming to your site from a link. This shows that the individual was able to not only recall your brand but remember your site’s URL. By looking at how many of these visits came from visitors who are also on your email marketing list, you can work to determine how much your email plays a role in building brand awareness.

Another metric that can help you better measure brand awareness is external links back to your site. Link building is an important part of your search engine optimization (SEO) strategy, but it also helps you better understand how aware others are of your brand. Look at where your external links are coming from, and see how many of these links may be coming from those who have received email communications from you.

How Email Marketing Works for You and Your Business

Email marketing has become an important tool for brands that want to reach new leads and engage their target audiences. But this tactic isn’t just for big businesses with big budgets. In fact, email marketing is both affordable and cost-effective, making it a great option for small businesses working with limited marketing budgets. However, before you start putting together a strategy or developing campaigns, it’s important to understand how email marketing works.

Below, we’ve put together a beginner’s guide to small business email marketing that’s perfect for those who are new to this digital marketing tactic or looking for ways to improve their current campaigns. In this post, we’ll explain why email marketing is important, how email marketing works, what best practices look like, and what costs are involved.

Why Email Marketing is Important for Small Business

First, let’s talk about how email marketing works for small businesses. While larger companies are able to test out different strategies and spend money on a variety of tactics, most small businesses have more limited budgets. This means that they have to focus on what works and what will provide the greatest return on investment.

One of the greatest benefits of email marketing is that it’s cost effective. Whether you are handling your own email marketing campaigns or hiring an email marketing agency to help you, email is one of the most affordable ways to reach the largest number of customers. The affordability of email marketing helps small business maximize their marketing budget and get more for their spend by bringing in more qualified leads for less.

Yet another important benefit of email marketing for small business is its effectiveness. It’s important for small businesses to use their time, money, and resources wisely. Since email marketing allows businesses to target specific audiences with their strategic content and messaging, it improves their chances of bringing in qualified leads who are likely to be interested in their products or services. Thus, the success of effective email marketing campaigns helps small businesses maximize their time and resources while boosting their return on investment.

Due to its affordability and effectiveness, email marketing offers one of the highest ROIs of any marketing tactic.

Small Business Email Marketing Best Practices

Knowing how email marketing works is just the first step in creating effective email marketing campaigns. You will also want to stay up-to-date with the latest best practices to ensure that your campaigns are being received well by your audience. The best practices below will help you improve deliverability and open rates as well as encourage engagement from your subscribers:

  1. Define your email marketing goals.

Before you start developing and implementing marketing emails, you’ll want to start with some measurable goals. What do you hope to achieve from your email marketing campaigns? Based on your answer to this question, you can start to develop key performance indicators (KPIs) to help you track and measure goal progress along the way.

Not sure where to start with your email marketing goals? Here are a few email marketing ROI goals and measurements you might start with:

  • Improve Sales Conversions – Every business wants to improve their conversions. But how can you measure if your email marketing is helping? There are a few different metrics that you can track to determine how effective your email marketing lead nurturing is, including engagement, lead acceleration and impact on revenue.
  • Increase Website Traffic – This is another common goal for small business email marketing. If you want to improve awareness and grow your brand, you need to get visitors to your site so that they can see what your company has to offer. The best way to track this metric is by looking at click-through rates.
  • Increase Revenue – This is a goal for most businesses. But how does this pertain to your email marketing strategy? Well, once a person becomes a customer, you should be able to see how email marketing may have contributed to their conversion. For instance, if they clicked on a link to make a purchase, then you will be able to see just how much revenue increased due to your marketing emails.
  1. Segment your email lists into relevant groups.

Email list segmentation is another best practice that will help you improve the results of your campaigns. According to DMA, 77% of email marketing ROI comes from email lists that are segmented and targeted. This is because email list segmentation helps your business provide more relevant content to your subscribers.

This chart shows the many benefits of segmenting your email lists.

List segmentation involves separating your email contact list into different groups based on similar characteristics. There are a few different ways that you can segment your email list for best results:

  • Geography – If you know where your contacts live, you can use this information to segment your email list and deliver content that is geographically relevant. For example, if your business is a clothing company that offers products that may be dependent on terrain or weather, you can use the geographic data to factor this into the promotions or content that you send through your email marketing.
  • Customer Personas – Every small business should create buyer personas, which are basically just generalized profiles of your ideal buyers. Once you create these personas, you can then segment your list based on which persona each individual fits into. This allows you to tailor the content to the needs and behaviors of each unique customer type.
  • Company Info – B2B businesses can use information like job title, industry, or company size to segment their email marketing lists. For example, companies from a certain industry will have different concerns or applications of your product or service. By separating your lists into like groups, you can be sure to serve the right content to the right readers.

There are a number of other ways that you can segment your email lists such as interests, buying frequency, past purchases, or engagement levels. Choose the segmentation strategy that makes sense for your business based on the information that you’ve gathered from your email subscribers.

  1. Take advantage of automated email workflows.

Once you start developing an email marketing strategy, you’ll want to make sure you know how email marketing works when it comes to automation. Email marketing automation not only saves you time by automating the email process, but it often also results in higher conversions as it allows you to increase relevancy.

Before you start creating workflows, think about the path that your customers typically take during their buyer’s journey. For example, many of your blog readers may download a whitepaper or e-book before contacting your sales team. This is an example of a process that you could create a workflow for.

In this case, you might send an automated message to the individual after they subscribe to your blog. This message might thank them for subscribing and point them in the direction of some other places that they can find helpful resources on your site. Based on the content that this individual reads on your blog, you could put them into a segmented list based on their interests so that they get updates on the topics they are interested in.

Your workflow will also map out and automate the next messages that this individual will receive based on their blog behavior. For instance, you could them an automated message with additional suggested content based on their interests. A week later, you might send a follow-up message with a CTA that leads them to contact a sales person.

In this example, you are taking the information that you already know about your customer journey and using it to speed up the sales cycle with your email marketing. By building automated workflows to deliver the right message and content at the right time, your business is able to nurture leads without manually sending messages.

Here’s a visual example of what an email marketing workflow might look like.

How Email Marketing Works

Once you understand why email marketing is important for small business and best practices, there’s a good chance that you’ll be ready to dive in head first. But first, let’s talk about how email marketing works from a logistical perspective.

Before you start sending out emails to your leads and contacts, it’s important to get to know the ins and outs of email campaigns. This will enable you to better develop an email marketing strategy that will help speed up your sales cycle.

From the subject line to the CTA, there is a lot to consider when it comes to crafting marketing emails that convert. To better understand how email marketing works, let’s look at a few different aspects of marketing emails:

Subject Line

Though the subject line may require the least amount of copy, it is one of the most important components of your marketing email. In fact, your subject line can make or break an email.

You have just a few moments to grab your audience’s attention with an inviting and relevant subject. If the subject line doesn’t interest your reader or it seems irrelevant to them, then there’s a good chance they won’t open it. They may even go as far as to add you to their spam list, which may further impact your open rates.

Take time to develop a subject line that is not only compelling but also makes clear what the email will be about. Make sure that the reader knows through the subject line that what they are about to read will provide some sort of value to them – whether that be saving money or learning something new.

Body Copy

In addition to the subject line, you’ll also want to think carefully about the content in the body of your email. Be sure to use language that is in line with your branding and mirrors the rest of your digital marketing campaign content.

Your email body copy should be short and sweet. However, it’s important that you clearly communicate the value of your brand and offering. It’s also vital that your content helps guide them through to the CTA, which will invite them to take the next step.

Design

The overall design of your email has a major impact on both readability and conversion. Design entails more than just the images in your email. This also includes the colors that you use and how you layout the information that you present.

The layout of your email should be clean and simple, while keeping in line with the rest of your branding. The color scheme should be attractive and align with your branding as well. Typically, you’ll want to stick to dark font colors with a light background as this is easiest to read. Go easy on the images as they can take time to load and may impact your mobile readers.

Another important thing to consider is whether or not your email design is mobile responsive. Many consumers are reading their emails from their mobile devices. And if your emails are not mobile-friendly, some recipients may not be able to open, read, or navigate your emails.

Call-to-Action

The call-to-action, or CTA, helps drive the reader to the next step in the conversion process. Whether it’s to fill out a form, download a piece of content, or even contact your company directly, it’s important that your CTA clearly tells the reader what you want them to do next.

In addition to being clear and direct, your CTA should also motivate action. Use active verbs like “click,” “download,” or “call” to let readers know what they should do next. You’ll also want to highlight your CTA to make it visible. Instead of a plain hyperlink, you can try using a CTA button that stands out and makes it easy to click and go onto the next step.

In terms of placement, the CTA typically comes at the end of the email content. However, you can also include CTAs earlier in the content as well. This helps guide eager readers who already know what they want to the next step in their buyer’s journey.

This CTA button uses a clear and direct call-to-action that’s highlighted with a green button.

Relevance

Every email that you send should be relevant to the person who is receiving it. This is where targeting comes into play and also the meat of how email marketing works. You should not send the same email content out to everyone on your email marketing list. Instead, strategically develop targeted content that’s specific to each particular audience’s needs and challenges.

Segmenting your email lists based on certain characteristics can help you improve open rates, and thus boost conversions over time. For instance, if you sell sports equipment, you might segment your lists based on your contact’s sports interests. Then develop offers and content that appeal to these interests specifically. This helps improve relevance and conversions.

Offer

When consumers open your emails, they will find themselves wondering what value your company can provide. That’s why it’s important to present a relevant offer or incentive in your emails that will encourage readers to open them up, read the information inside, and then take the desired action.

Whether you provide them with a free content download, a promotional offer on a good or service, or even just helpful information, you will get more respondents if your emails offer some sort of relevant incentive. Be sure to make this incentive clear in the subject line to maximize open rates.

Landing Page

If you want your email subscribers to convert into customers, then you will need to develop a targeted landing page that helps guide them to the next step in the conversion process. Don’t rely on hyperlinks to your home page or service page to do the work. This leaves readers guessing about what the next step is.

Instead, tell readers exactly what you want them to do next by designing a landing page that shows them how to take the next step. The content on your landing page should be conversion-focused, offering readers the information and motivation they need to make a purchase.

This landing page explains the relevant offer that visitors can take advantage of, along with a fillable form for more information.

Timing

Timing is also something that you need to consider when developing an email marketing strategy. You don’t want to send emails to subscribers during the times of the day when they are most likely to be busy or sleeping. In addition to the best send times, you should also be conscience of what days or times of the month you are sending emails.

To optimize open rates, you should test and measure your email timing to find what works best for your business. You may find that certain target segments prefer one frequency and timing, while another prefer something else. The only way to find out is to test your emails and see which send times have the best open rates.

In addition to these factors, you should also consider how you plan to integrate email marketing into your other digital marketing campaigns. Marketing emails don’t work in a vacuum. They should be used in conjunction with other tactics like social media or content marketing to create comprehensive campaigns.

Taking an integrated approach to your email marketing will help you get the most out of every campaign. In what ways can email support your social media efforts? How can it help you improve your customer retention campaigns? As you build your digital marketing strategy, carefully consider the ways in which you can incorporate marketing emails to help improve the effectiveness of your lead generation and nurturing efforts.

 

The Costs of Email Marketing

Now that you know the benefits of email marketing and how email marketing works when it comes to logistics and best practices, it’s time to talk about the costs. There are relatively few costs involved with email marketing, which is what makes it such a great tactic for small businesses to use. In fact, for every dollar spent on email marketing, a business will typically make about $44.

However, there are a few different costs that you will need to consider before you begin implementing your email marketing campaigns:

  • Email Marketing Automation Software – If you aren’t already using email marketing automation software to build and implement your campaigns, it’s time to start. These types of programs allow you to use attractive and mobile-friendly templates, making it easy to create great looking marketing emails in no time.
  • Supporting Staff – If you don’t have someone currently dedicated to email marketing then you will need to factor in the costs and time that it will take for someone on your team to manage your email marketing campaigns. If you have to hire an additional staff member, this is another added expense.
  • Email Lists – The quality of your email list will also factor into the overall costs of email marketing. If you have a quality, permission-based list, then you can start building and sending campaigns right away. However, if you don’t have a strong list of subscribers, then you’ll have to factor in the time and costs of building this list out.
  • Content and Creative – You’ll also want to factor in the costs of content and creative. Whether you have team members who can handle this for you or you have to hire additional help, your business will need someone who is experienced in writing email marketing content that converts.
  • Working with Email Marketing Agency – Instead of hiring an additional staff member, you might consider partnering with an email marketing agency. Working with an email marketing expert can help you save money in the long run as they know just what it takes to create effective campaigns without the guess work.

10 Email Newsletter Examples You’ve Got to See!

Email marketing can be a great way to engage your existing customers and leads. However, it’s important to remember that consumers are often bombarded with email messages from different companies, not to mention their friends, family, and colleagues. In fact, according to Radicati Group, organizations and individuals sent an average of 269 billion emails each day in 2017.

Now you may be wondering, how can I cut through the noise to effectively reach my audience?

Email newsletters might be just the answer! The best email newsletter examples will demonstrate how to connect with your audience and build stronger customer relationships by providing valuable content that keeps your readers wanting more each month.

Below are just a few of what we consider the best email newsletter examples that we believe should win an award for their efforts. We’ll discuss what’s great about each and how you can learn from each example to improve your own email marketing newsletter.

  1. Litmus

Being that Litmus is an email marketing testing company, it should come as no surprise that they made it onto our best email newsletter list. Not only does Litmus offer interesting content that its readers will find valuable, but the company also uses a beautiful and engaging design that keeps users interested in their content.

Here’s an example of one of the company’s email newsletters:

First, let’s talk about design. Each of the sections of this newsletter are clearly defined. Litmus uses different colored backgrounds to help break the newsletter content up into easy-to-read sections. The images are very simple, yet effective. Rather than overwhelming readers with detailed or complex imagery, Litmus uses simple graphics that easily get the point across.

In addition to the graphics, Litmus also uses an calls-to-action throughout the email at the end of each post description. This makes it easy for users to go to the site and read the rest of the content. Notice also that these CTAs are not specific and engaging. Rather than using a more generalized call-to-action, Litmus helps the reader better understand how the content can help them. For instance, “Learn the terminology,” tells the reader just what they will get out of clicking on the content and reading it.

Much like many of the other email newsletter examples we will cover in this blog, the Litmus newsletter provides readers with a variety of different content pieces that can help them better understand their challenges. Aimed at businesses that use email marketing as part of their digital marketing strategy, the newsletter content helps readers better understand different aspects of email testing and the benefits it can provide.

  1. Yelp

The secret to creating the best email newsletter is making sure that your content is relevant to your audience. You can do this by segmenting your email lists to ensure that the content you provide to each subscriber is engaging and relevant to their interests. Yelp offers a great example of an email newsletter that does just that.

This weekly email newsletter provides specific information targeted to those living in the Boston area. Yelp’s ultimate goal is to help its users find the best places to eat, visit, and shop in their area. That’s precisely what this newsletter does as it provides both content and suggestions on things to do and see in the Boston area.

In order to adopt Yelp’s approach to newsletter content, you’ll need to consider what you know about your audience and the type of content they find interesting. For instance, if you find that a group of your subscribers has similar interests, you might separate them into an email list of their own and send content that’s relevant to these interests.

Don’t know much about your audience? Ask them to self-identify when they sign up for your newsletter. You can provide a list of topics you plan to cover, and ask the user to check off the topics they’d like to see more about. This will help you ensure that your content is relevant and useful for your subscribers.

  1. General Assembly

General Assembly is an organization that helps professionals expand their skillset through course content and trainings. Their newsletter (shown below) makes excellent use of a minimal layout with custom graphics to grab the reader’s attention.

The layout is simple with clear separating lines between each section. The graphics are relevant and engaging without distracting from the content topics. Notice that the red CTAs help draw attention to where the reader should go next to RSVP for a course.

This email newsletter lets users know about upcoming events and courses that General Assembly has to offer. The copy is clear and engaging, getting the point across quickly and providing the necessary details upfront. This newsletter is very easy to scan, which is a vital component of emails that are marketing different events.

  1. Moz

The Moz Top Ten sets itself apart from other email newsletter examples because it doesn’t just use content that’s been written by the Moz team. Instead, the Moz Top Ten compiles a list of awesome articles from around the web that its audience will find interesting and useful. They choose this list carefully to ensure that the content is helpful and well-written, offering a variety of different topics that keep their users reading each month.

This is a great example of how you can utilize content from other organizations to continue to provide value for your audience. This shows readers that the company cares about their customers and leads beyond just being able to promote their own content. The list format is also effective for this email newsletter as it sets expectations for readers and breaks the content down into a scannable format.

  1. Ben & Jerry’s

Another important part of creating the best email newsletter is working to educate your customers and empower them to make better decisions when it comes to your products or services. That’s exactly what ChunkMail from Ben & Jerry’s does!

Here’s an example of their fun yet educational newsletter:

Rather than providing dry informational content, Ben & Jerry’s takes a fun approach to educating their audience. This newsletter includes recipes for milkshakes that can be made with the company’s product as well as tips for preventing freezer burn.

The newsletter also goes beyond just ice cream related information. It contains content that aligns with the brand’s reputation for social consciousness. Readers that identify with and support the company’s values will appreciate this article. Not only does it provide valuable information to readers, but it helps further the company’s brand image by reflecting on its unique values.

Notice also that the email content contains social media buttons at the bottom with an invitation to “connect with us!” Again, putting these links to your social media profiles in your email newsletter content helps you engage with your consumers across channels and create an additional touch point with your fans and followers.

  1. Cook Smarts

Cook Smarts’ “Weekly Eats” newsletter is another great example of what the best email newsletters provide – value in an easy-to-read format. Each week, the company sends subscribers meal plan recipes and other kitchen tips. Let’s take a look at one of their newsletters:

The layout of the email content is simple, providing one section with menu items, one section with kitchen how-to’s, and a final section with helpful tips and tricks. This makes it easy for readers to skim and find the section of the newsletter that they’re most interested in.

The images are simple and attractive, showing readers what each meal looks like. And the company maintains consistent branding throughout the newsletter with gold and black text and background colors throughout.

One important thing to notice here is the “Forward to a friend” call-to-action link at the bottom of the email content. By inviting subscribers to email their favorite recipes to their friends, Cook Smarts is helping to expand their reach and potentially their email list.

  1. InVision

InVision is another company with excellent email newsletter examples. Each week, InVision provides an email filled with different blog posts and design tips that their readers will find useful. By providing a great mix of content that provides value for their readers, InVision can keep their subscribers happy and engaged each week.

Here’s an example of their newsletter:

The design of the email is simple, but uses engaging and relevant images and videos to keep their readers interested. The different sections are clearly marked, making it easier to scan and read the content.

Another important thing to take note of are the fun call-to-action buttons throughout the email content that appear in InVision’s signature pink. With phrases like “Cat GIFs on Every Page” and “Behind Every Great Design,” the CTA buttons are enticing and encourage readers to click to find out more.

  1. SXSW

If you’re not familiar with SXSW, it’s a music, film, and interactive conference that takes place in Austin, TX every year. This event uses email newsletters to drive registration and attendance while building interest for the event. Much like the event’s presenters and performers, SXSW’s newsletters work to engage subscribers visually to build excitement for the event. Here’s just one example of their email newsletter.

Notice that there is very little written content in this email message. Instead of bombarding the reader with of the details of the conference, SXSW aims to engage the subscriber visually and get them back to the site to register.

The call-to-action buttons are easy to see with a yellow background and black text. The text is clear and simple, encouraging readers to “register now” for the event. The email also uses an impending deadline for discounted registration as a motivator for readers to act immediately.

In addition to CTAs to register, the email also provides some prompts for the subscriber to find out more about the film and music events that will take place at the conference. This offers a little teaser to keep subscribers interested and entice them to act.

  1. Fizzle

The Fizzle newsletter provides weekly tips for entrepreneurs who are working to build their businesses. Though the organization has other content assets, such as a blog and podcast, they provide unique content in their emails each week, which helps keep their subscribers engaged. This makes the content have more of an exclusive feel and eliminates redundancy for those who also follow the blog or podcast.

Here is an example of their best email newsletter:

You’ll notice that this newsletter looks a little different than some of the other email newsletter examples we’ve covered so far. The content is much longer, allowing users to read the tips right in their inbox instead of clicking to the company’s website. However, there are a number of things that Fizzle does well to make this longer format work.

First, they use clear headers and sub-headers to break up the content and make it easier to digest. The most important points are bolded, making the content easy to scan and read quickly. The author also summarizes the main points at the beginning of the email so that readers know what to expect.

Notice that Fizzle also includes links to follow the company on social media or subscribe to their podcast. This is an effective best practice for email newsletter content as it helps you create more touchpoints for your customers and leads.

  1. Medium

Medium is a blog-publishing platform that has recently gained popularity over the past few years. The company uses their email newsletters to help bring great content from the blogs published on their platform to their followers and fans.

Here’s just one of their email newsletter examples:

What’s great about this newsletter is that its design is simple, yet effective. Medium uses section dividers to separate each post and includes engaging images with each. This allows them to present a lot of content in their newsletter without overwhelming the reader.

You’ll also notice that the newsletter gives the reader a little taste of each article so that they can quickly decide if they’d like to read the rest of the post. The content then links to each article where the reader can easily finish reading the post. The newsletter also tells reader how long each post takes to read, helping subscribers decide if they have time to dive in now or need to come back to it later.

With the excellent email newsletter examples above, it’s easy to see just how powerfulemail marketing can be in helping you reach and connect with your target readers. If you want to create the best email newsletter for your audience, it’s important to consider what they care about most and how you can provide value through consistent and relevant content. Follow the best practices of a few of the examples above and you’ll be on your way to creating an award-winning email newsletter in no time!

 

Why Email Marketing is a No-Brainer for Small Businesses

Remember the movie, You’ve Got Mail? You know the one where Tom Hanks and Meg Ryan fall in love with each other after exchanging emails? Though that film hit theaters in 1998, it still demonstrates why email marketing remains one of the most important communication tools in today’s society.

AOL may be obsolete, but email sure isn’t!

Though small business owners may not be looking for love online, they certainly are looking for ways to connect and build relationships with their leads and customers. And if you’re not using email marketing to do that, you may be missing out on a powerful opportunity.

But you may be wondering, why email marketing?

Well, to answer that question, we’ve put together a list of just a few reasons why email marketing is one of the best digital marketing tactics that a small business can invest in.

Consumers Prefer Email

The number one reason why email marketing is a no-brainer for companies is because consumers prefer email. Most small businesses are working with limited marketing budgets, which means that they can’t waste time with marketing tactics that won’t resonate well with their target market. While social media has become a popular way for small businesses to communicate with their audience, brands sometimes just can’t get the organic reach they are looking for through these channels. However, social media isn’t the only answer. Email also provides a professional and direct medium that allows businesses to reach out to their leads and customers.

What’s more is that most consumers actually prefer to communicate with brands through email. In fact, one study from Marketing Sherpa reports that 72% of consumers prefer to receive promotional messages through email.

When it comes to business promotional content, consumers prefer to be contacted through email.

You may be wondering why email marketing is preferred by consumers. Here are just a few reasons why we think email marketing works so well with the modern consumer:

  • It’s convenient. With access to email right on their smartphone, most consumers find this type of communication very convenient. Not only can consumers stay connected with their favorite brands wherever they are, but they can easily redeem any coupon codes or other special offers right from their phone.
  • It’s personal. Today’s consumer is bombarded with marketing messages, and they tend to respond best to those that are personalized and relevant. With email marketing, you can personalize your messages and content based on the subscribers preferences and buying patterns. Email segmentation makes it easy to deliver the most relevant offers and content to the consumer.
  • It’s instant. Consumers like the ability to get information about exclusive offers and last minute deals. Email marketing allows your small business to instantly and directly get the word out about these sales and promotions so that your consumers can take advantage of the opportunity to save.

Now that you know why email marketing is so popular with consumers, it’s important to understand how often they prefer to receive email communications and what types of email communications you should deliver. Many studies have shown that email users prefer to receive marketing emails just once a week. This frequency allows you to communicate consistently without overwhelming your subscribers.

When it comes to the types of email messages that consumers like to receive, there are a few different reasons why consumers generally sign up for email communications from brands:

  • Coupons and Sales Promotions
  • Loyalty or Rewards Programs
  • Company News and Updates
  • Contests and Sweepstakes
  • Free Content like E-Books
  • Products or Service Information
  • Exclusive Peeks at New Products

The only way to know for sure what types of content resonate with your unique target audience is to track the success of your email marketing campaigns over time. Track metrics such as open rates, click through rates, and conversions to see which types of content your subscribers respond to best. Unsubscribe rate patterns can also help you better understand what types of content your audience is not so interested in.

Email Helps You Reach More Mobile Consumers

It’s no secret that today’s consumer has become increasingly more mobile, proving yet another reason why email marketing is ideal for reaching your customer. Though not all consumers shop from their smartphone, many will check their email from these devices. In fact, reading and sending emails is one of the most popular activities for smartphone users, beating out web browsing, the Facebook app, and even apps for maps or directions.

Mobile device users tend to use their devices often to check their email, including marketing messages from brands like yours!

The popularity of email on mobile devices makes email marketing the ideal tactic for small businesses that want to reach their mobile consumers. Unlike creating an app or SMS marketing, email marketing does not require small businesses to invest a significant amount in new technology or different types of software. In addition, email marketing allows your business to reach beyond smartphones to connect with consumers on other types of mobile devices like tablets.

Now that you know why email marketing is essential for reaching mobile customers, let’s talk about optimizing your emails for these devices. As you can see from the infographic below, 48% of emails are opened on mobile devices, and 69% of mobile users will delete emails that aren’t optimized for their device. This means that if you are not working to optimize your marketing emails for mobile then you may be missing out on the opportunity to reach these mobile consumers.

If you want to get the most out of your marketing emails and know why email marketing works, then it’s vital that your email marketing content is optimized for mobile devices.

There are a few things that you should keep in mind when developing mobile-friendly emails:

  • Keep it simple. Use a clean and simple email design that translates well to a smaller screen. Start with a responsive template that you know subscribers will be able to read on their mobile devices.
  • Limit your images. Images are a great way to engage your audience. However, you should be limit the amount of images in your email messages. Too many images can take a long time to load, and larger images may not be viewable on a smaller screen without excessive scrolling.
  • Optimize your text. Not only do you need to pay attention to the images that you use in your email messages, but you will also have to be conscious about your text. You want it to be easy to read and scroll through on a smaller device screen. Make sure the message gets to the point right away and avoid using long paragraphs.
  • Use CTA buttons. When it comes to your email call-to-action, use a button instead of a link. Buttons are easier to click on a touchscreen device than links. Make the button large enough for those with larger fingers to easily click and navigate to the next step in the buyers journey.

More and more consumers are going mobile every day. If you want to catch the attention of this growing audience, your small business should invest in email marketing that’s optimized for mobile device users.

Email Marketing is Affordable

Most small businesses are working with a limited budget, which means that they need to find the most affordable ways to reach and engage their audience. Email marketing is a cost-effective digital marketing tactic that takes very little investment to get started. Additionally, email marketing is also relatively inexpensive to maintain over time, allowing small businesses to get more for their marketing spend.

It’s no surprise why so many small business owners are eager to start developing email marketing campaigns.

While traditional marketing tactics like print and TV ads or direct mail can cost thousands of dollars over the course of a year, email marketing allows small businesses to reach a wide audience for just pennies per recipient. Such a significant ROI allows you to do more with less, which why email marketing is great for small businesses that are working with smaller budgets.

The costs involved with email marketing are relatively few. That being said, the exact costs of your email marketing campaigns will depend on a few different factors, including what resources you have in-house. In addition to creating an email marketing strategy and identifying campaign opportunities, you will also need to decide on who will create the marketing content and implement your campaigns.

Businesses Achieve High Email Marketing ROI

Now that you know how affordable email marketing can be for your organization, let’s talk about ROI. One of the top reasons why email marketing is so effective for small businesses is that it provides a strong return on investment. No matter how tight your small business marketing budget may be, you can still take advantage of the immense benefits that email marketing provides.

Consumers who receive marketing emails tend to spend more, providing an attractive ROI for small businesses.

Though the actual percentage of email marketing ROI will vary from business to business, there are a number of ways why email marketing provides value for small business owners:

  • Email marketing increases company revenue. The most obvious way that email marketing helps provide a positive ROI for small businesses is by helping to increase revenue. Email allows you to reach a wide and willing audience while also keeping costs relatively low, leading to positive revenues.
  • Email drives more traffic to your company website. Another way that email provides a return on investment is by helping drive more traffic to your company’s website. Email subscribers are more likely to be qualified leads, which means that this traffic is relevant, increasing the chances of conversion.
  • Email marketing can improve sales conversions. Marketing emails work well as part of your lead nurturing campaigns as they can help move leads through the marketing funnel quickly and effectively. This means that email marketing is an effective way to improve sales conversions.
  • Email helps you improve brand awareness. Increasing visibility and building relationships with your target consumers is an important part of not only landing new sales but sustaining repeat sales over time. Email campaigns like email marketing newsletters help you build brand awareness, which contributes to sustainable growth over time.

When you are working with a limited marketing budget, it’s important that you get the most for your marketing spend. Email marketing helps small businesses get a significant return on their marketing investment, no matter how limited their budget may be.

Email Integrates Well with Other Tactics

Yet another one of the top benefits of email marketing for small businesses is that it integrates well with other marketing tactics. Email does not have to be used in a vacuum. Small businesses can create marketing emails to meet a variety of marketing goals and use email to support a number of other campaigns. This allows them to get the most out of their marketing spend.

For example, email marketing integrates well with social media marketing. If you are running a social media contest or giveaway, you can drum up excitement for the campaign through email. Additionally, you can use email marketing to grow your social media audience by including social share buttons and CTAs within your email content.

Email marketing is versatile, allowing small business owners to integrate this tactic into their other digital marketing campaigns like social media.

Another way that email marketing can be integrated with other tactics is by offering your business a platform for promoting new content. Content marketing is a vital part of any digital marketing strategy as it allows your business to educate, entertain, and connect with your leads and customers. However, your content marketing is only effective if you have a way of getting your content assets in front of your leads. Email is an effective way to promote this content across your target market, allowing you to get more eyes on your content and drive more traffic back to your site.

The Small Business Email Marketing Guide to Skyrocket Your Business

Small business email marketing is a great way to reach and build relationships with their customers and leads. But don’t just take our word for it.

According to eMarketer, 80% of SMB retail professionals report that email marketing is the best marketing tactic for driving customer acquisition and retention. And the results are similar for small businesses in the B2B market. In fact, one B2B survey shows that email is the 3rd most influential source of information for B2B audiences, following colleague recommendations and industry-specific thought leaders.

If you want to take advantage of the opportunities that small business email marketing can provide, you’ll need to focus on the strategies and tactics that are proven to drive sales. Below, we’ll dive into a few different aspects of small business email marketing and provide helpful tips along the way for strategy, implementation, and optimization.

Developing a Small Business Email Marketing Strategy

Before you get started sending emails to your leads and customers, you’ll need to develop a small business email marketing strategy for the types of email content that you plan to provide. This helps ensure that your email messages are purposeful and organized. Newsletters and email drip campaigns are two important email marketing formats that you should include in your strategy.

Email Newsletters

One of the most popular types of marketing emails for small businesses are email newsletters. This is a great way to keep in regular contact with your email subscribers. Newsletters help you stay visible in your target market while engaging with leads and customers on a consistent basis. This frequent communication will play a vital role in helping your small business increase brand recognition and build stronger customer relationships.

There are a few different approaches that you can take to email newsletters. Some businesses use this communication to keep customers up-to-date on the latest news from the company, including sales and promotions. Here’s an example of a standard newsletter from Gilt, an online clothing company:

Here you will see some information and links to the company’s top selling products as well as information about how to take advantage of the brand’s exciting promotions. These promotional emails are a great way to get the word out about new products and sales while keeping your company top of mind for your email subscribers.

Another approach to using email newsletters is to provide quality content that your subscribers will find valuable. Here is an example of a company newsletter that aims to provide custom content that helps educate the reader:

The Daily Egg is a newsletter from Crazy Egg that is aimed at helping small businesses improve website design and optimization. Notice that there are no images or elaborate design work. However, this newsletter does provide a helpful digest of content that is important to its readers. By providing this important content, the company can work to demonstrate industry knowledge and establish itself as an industry leader. This goes a long way in influencing conversions.

Email Drip Campaigns

Another type of marketing email that is important for your small business email marketing strategy is the email drip campaign. This is an automated email message that is sent to subscribers on a schedule. These emails can also be triggered when the subscriber takes a certain action, such as downloading an e-book or abandoning their cart after visiting your site.

These types of emails enable you to stay in touch with your subscribers when they take certain actions on your site without having to manually send an email each time. The email drip campaign is important because it helps your company more efficiently and effectively communicate with your customers and leads on a more consistent basis.

Here are just a few examples of when you might use an email drip campaign:

  • Welcome Email – You can send out an automated email to individuals who sign up for your email list or create an account on your website.
  • Recommended Content – Just a few days after you send the welcome email to new subscribers, you can then send out an email with recommended content, which helps bring them back to the site.
  • Cart Abandonment – Consumers will often put items in their cart without completing their purchase. When this happens, you can send an automated email to remind them of what they’ve left behind and make sure they don’t have any questions or concerns.
  • Conversion Nudge – You can also create a drip campaign to help influence conversions. For instance, if a consumer has interacted with your site but not yet made a purchase, you can send a series of emails that helps guide them to the next step in conversion.

Much like the email newsletter, email drip campaigns not only allow you to stay in touch with subscribers on a regular basis, but they can also help influence conversions over time.

How to Increase Your Email List Subscribers

If you’re just getting started with your small business email marketing, you may be wondering how to get people to subscribe to your email list. It’s important that you get your leads and customers to give their permission before you send out any marketing emails. One of the best ways to get more email subscribers is through lead magnets.

  1. Develop A Lead Magnet

Lead magnets are essentially tempting offers that provide consumers something of value in exchange for their contact information. The valuable offer is often targeted content that aims to help individuals better understand and solve their greatest challenges. For instance, this could be a holiday product guide or an e-book on B2B challenges that your business solves.

One of the keys to creating a successful lead magnet is to make your offer specific. Here’s an example of what that might look like:

This offer is simple and to-the-point. It’s clear what the report provides – information on how to grow enough food to feed a family of 4 in just 4 square-feet of space. This offer also provides instant gratification. The subscriber will get immediate access to the download after filling out the lead form, providing them with instant value.

Here’s another example of an effective lead magnet that is simple and specific:

This specific content offer delivers a quick checklist that provides some value to its readers. This lead form appears as a pop-up on the company’s website. Notice that there is an exit option in the corner of the form for those who want to pass on the offer.

In both of these examples, it’s important to note that the lead form is simple and only asks for the necessary contact information, such as email and first name. The more contact information you ask for, the less likely your leads will be to fill out the form. You will need to work to build trust before you can gather the rest of their contact information. However, for the purposes of building your email list, you only need their email address. Work on getting any other information you need later after you’ve established a relationship with the customer.

  1. Promote Your Lead Magnet

A great way to promote your lead magnet is through social media. You can post links to the sign-up page on social media with engaging lead-ins that communicate the value of your content offering. You might also consider including social media share buttons on the landing page to encourage visitors to share the offer with those who may also find it valuable.

For the fastest results, leverage advertising. Advertising on social media is cheap and extremely targeted. You can run lead generation campaigns to promote your lead magnets and gain new email subscribers at low costs.

Traditional ways to promote lead magnets involve your website. You can use a pop-up on your website that appears on your home page or the pages that are most relevant to your offer. Make sure that if you use a pop up, you provide a way for those who are not interested to exit the message and go back to viewing your site.

You can also simply invite your website visitors to join your email list. Create a call-to-action in the side bar of your website with a space for visitors to enter their email address. To encourage your subscribers to share your email content with others, you may also want to add social share buttons to your email marketing messages. This will help you grow your email marketing list by getting your email content in front of new consumers.

The Keys to Creating Effective Marketing Emails

There are a lot of different elements that make up an effective marketing email. Below, we’ll talk about just a few of the aspects you will need to consider when developing emails as part of your small business marketing campaign.

Subject Lines

Your subject line is extremely important to your email marketing campaign. Not only is it your opportunity to make the right first impression, but if you do not engage the reader with your subject line, they may not even open the message to see what you have to say.

Make sure that your subject line is concise, relevant, and descriptive. Place the most important words at the beginning of the subject line and try to eliminate any filler content. This will help your subscribers quickly determine if they want to open and read the email or not.

Avoid using the subject line to disguise the email content or trick the reader. Though a tricky subject line may get the reader to open the email, they may become annoyed or disinterested when they open the message to find that the content is not relevant to them.

Email Content

Once you’ve decided on the perfect subject line, you’ll need to consider what type of content you will include in the email message. You want to provide content that will be relevant and useful to your subscribers. Whether you are offering a new promotion or trying to drive e-book downloads, use the email content to effectively communicate what your brand has to offer.

Personalized email content works best, so consider using the subscribers name in the email opener. “Hello Sarah!” is more effective than just “hello.” A personalized greeting can go a long way in helping build stronger relationships with your subscribers.

Keep the rest of your email message brief, between 100-200 words, and only use images when necessary. Many subscribers will be reading your email content from their smartphones, so consider creating email content that is optimized for smaller screens.

Call-to-Action

One of the most important parts of the email message is the call-to-action. This will invite subscribers to take the next step in conversion, whether that’s making a purchase, filling out a lead form, or just visiting another page on your website.

Your call-to-action should be direct and concise. Use active verbs that encourage the reader to take the next step, and make sure that it’s clear what that next step is. Also, be sure that your call-to-action is visible, whether it’s as a hyperlink or a separate CTA button.

How to Increase Email Deliverability

Email deliverability is an important part of your small business email marketing efforts. If users are not opening your emails, moving them directly to their trash or junk folders, or reporting your marketing emails as spam, this can take a toll on your deliverability rates. Your email deliverability impacts your ability to show up in user’s inboxes, so you want to marked as spam or penalized.

One way to improve email deliverability is to remove unengaged subscribers. If you notice that certain subscribers have not opened your emails or engaged with your company content or site in quite some time, you may want to reach out to see if they still want to be on your email list. If they don’t respond, consider removing them to improve deliverability.

Another way to improve your email delivery rates is to include an unsubscribe option in each of your marketing emails. This would be a link or button at the bottom of the email that allows subscribers to unsubscribe from your list if they no longer want to receive your content. This helps ensure that everyone on your email list is giving their permission to receive marketing emails from you. This also helps you weed out those subscribers that are no longer getting value from your content.

If you want to ensure that subscribers continue to open and read your email messages, it’s important that you reduce the amount of content that could be considered spam. Keep images to a minimum and eliminate any overt sales language. Be sure that the content you are sending to your subscribers has a purpose and provides some value. All of this will help you optimize email marketing delivery rates.

Measuring Email Marketing Performance

After you’ve implemented your email marketing campaigns, it’s important to measure your performance. By tracking different metrics, you can determine which email campaigns are most successful.

Here are just a few metrics that you will want to track with your email marketing campaigns:

  • Open Rates – This is the percentage of people who have opened your emails. There are a number of reasons why a subscriber might not open your emails. They may not find the content relevant, are not engaged by the subject line, or simply get too many emails.
  • Clickthrough Rates – This is the percentage of your email subscribers who clicked on at least one of the links within your email. The clickthrough rate helps you determine what types of content your subscribers are interested in.
  • Conversion Rates – This is the percentage of your email recipients who have clicked on a link inside your email message and completed a desired action, whether that is to make a purchase, download an e-book, fill out a lead form, etc. This helps you determine how successful your content is at driving conversions.

Once you have tracked these metrics, you’ll be able to see which of your email campaigns are top performers. Then, you can replicate this success by using similar tactics in future campaigns.

For instance, if you find that a campaign on a certain topic has driven more clickthroughs and conversions, then you may want to create more content on this topic for future email marketing campaigns. Similarly, if you find that more people are opening the emails that contain special promotions, this may be a sign that you should increase the frequency of these types of emails.

The only way to know for sure what works and what doesn’t is to test different types of emails with your subscriber list. For instance, you might send out an email with the same content but two different subject lines. Then, you can see which performs best and use this information to improve your subject lines in future campaigns.

36 Email Marketing Ideas to Increase Business Revenue

Finding fresh email marketing ideas for your next campaign can stump even the most seasoned pros. While the big picture goal may seem obvious – to increase revenue for your business – there are many smaller goals to be conscious of when planning your next marketing move. Goals like providing value, establishing authority, and increasing customer loyalty are all important to consider when going after that big picture goal.

Once you understand which smaller goals you want to go after in your next campaign, moving forward should be a little easier. Remember, results don’t happen overnight. Marketing success is a process, and requires adaptability, consistency, and persistence.

Below are some email marketing ideas and tips to hopefully inspire you to take your campaign to the next level.

36 Email Marketing Ideas to Increase Revenue: 

  1. Start with a solid list of contacts. You can’t send emails without someone to send them to! People who have already signed up for an email newsletter on your website are a perfect segment to begin with.
  2. No list yet? That’s ok, you can create a form for your website so that visitors and people who click on your ads can sign up for your emails. Give your list time to grow – a good list doesn’t happen overnight. Don’t attempt to purchase a list of contacts from a third party source, because if they haven’t consented to subscribing to your list, it’s highly unlikely they’ll engage much at all (it also goes against email marketing laws).
  3. Provide an incentive to sign up. Providing access to a free eBook, free shipping, or some other free or discounted incentive will get people to give you their contact info, bringing you closer to making them a loyal customer. You’ll notice an example of this email marketing idea that we’ve created below. Another example is the eBook side bar you see to the right of your screen if you’re reading this on a desktop.
  1. Make your email list sign up quick and easy. With each form field you add, less and less people will want to fill it out. Make sure you start with just the essentials – their name and email. If you plan on sending birthday coupons, adding a birthday field is an option as well. A field for their phone number is usually unnecessary in email marketing, and people are much more hesitant to sign up for something if they think they’re going to be texted or called by telemarketers as a result.
  2. Choose the right email marketing platform. MailChimp, Active Campaign, and Constant Contact are a few popular email platforms that work well with small businesses. Do your research and see which platform works best for your budget and your list size before implementing your email marketing ideas.
  3. Pay attention to the rules. Only email those who have consented to being put on your list – no one wants spam emails! Not only is it annoying, but it goes against the CAN-SPAM act, which prevents marketers from sending unsolicited emails, and requires you to give your subscribers a quick and easy way to opt out of your email blasts. You can easily lose trust of potential customers if they think you’re spamming them, and most email marketing platforms will shut down your account if they think you’re spamming people.
  1. Be clear with your subject lines and header information. Trying to deceive your subscribers goes against spam laws as well, and it’ll make impressions of your business less than favorable. Plus, some inboxes automatically throw sketchy-looking emails in a spam folder, where the recipient won’t likely read them.
  2. Try to avoid ALL CAPS in your subject. This sometimes triggers spam filters, and it tends to just look like a spam email in general. Unless it works with your email subject, it can be better to avoid the all caps.
  3. Don’t forget the preview text. A subject line is the bread and butter of grabbing your email subscriber’s attention. However, a well-worded preview text can bring them in even further. Ensure your preview text doesn’t get cut off in your subscriber’s inbox by keeping it short and to the point.
  4. Make sure your website design is functional. Make your website easy to use, and your forms easily visible and functional so you can continue to grow your email list. If you’re not sure if your website is due for an update, check out 25 Signs that it is Time to Redesign Your Website.
  5. Stay consistent with branding. You want your subscribers to have a sense of your business from the first second they lay eyes on your email. Staying consistent with colors, fonts, and types of images will help people know just who they are dealing with.
  6. Do your research. See which email marketing ideas work and which do not for other businesses like yours. Email marketing ideas don’t always come out of thin air. One easy way to see what others are doing is to become part of their email list.
  7. Subscribe to other successful email campaigns. If you are ever running low on ideas for designs, subject lines or images, don’t worry – we’ve all been there. There’s nothing wrong with getting a little inspiration from other successful marketing campaigns. If you plan to subscribe to a lot of newsletters, it might help to keep organized by making folders and labels in your inbox.
  8. Get GIF-fy with it. GIFs are moving images that add excitement to an otherwise plain email. However, not all email providers support GIFs; those that don’t will only display the first frame. So if you use a GIF, make sure the first frame of it works on its own in the context of your message.
  9. Add a video with a great still. Along with GIFs, videos add interest to an email and will keep your reader engaged longer. Making the image still that the video link is attached to will ensure more people will click and watch your video.
  10. Optimize for mobile. According to eMailmonday, mobile email opens account for 22% to 77% of all opens, depending on your target audience, product, and email. Keeping things large enough to read, and in an easy space for thumb-scrolling will help mobile readers get the message (Most email marketing platforms optimize for mobile automatically, but be sure to preview your emails in mobile version).
  11. Make your message skim-able. Not everyone has the time to read every word of your well thought out email copy. Many of your readers are on the go and may be checking their emails while standing in line, on the elevator, or otherwise preoccupied. That leads to the next point…
  12. Have one clear subject in your email. It can seem like a good idea to pack as much information as you possibly can into your emails, but sticking to one central theme is best for digestibility. If your business is coming out with several different products at the same time, try highlighting just one of them, and having a button that leads the audience to the rest of the products on your website.
  13. Show, don’t just tell. Along with being skim-able, make the visuals in your email pop. Have high quality images that bring interest to your email and tell a story. Hiring a photographer or paying for quality stock images can help the look and feel of your email immensely.
  14. Make sure your subscribers will see your layout properly. Taking measures to test what your email will look like in different inboxes will ensure everyone will see what you want them to. This includes keeping images at around 600-800 pixels so they don’t bombard certain inboxes that don’t accommodate for large images.
  15. Check your links. Several email marketing platforms, such as MailChimp, offer a link checking option before you send out your emails. Sending out broken links or empty buttons won’t get your readers where you want them to go.
  16. Send test emails to more than just one person. Ever feel like you need a fresh pair of eyes to help you interpret something? That applies to your emails, too. Great email marketing ideas can come from your friends and colleagues, so getting their opinion can help you tremendously.
  17. Study subject lines. The subject is the first thing someone sees of your email campaign. No one wants to click on a subject line that doesn’t appeal to them! Once you know what your email is about, craft a subject line that will pull in readers, without sounding too much like click bait.
  18. Personalization – Cater your message to your specific audience. Would your offer appeal to their demographic? Do you use their name in the email? Do you know what they bought last, or if they put something in their shopping cart and abandoned it?
  19. A/B Testing – Utilizing A/B split testing can help you understand what kinds of subject lines, images, and offers appeal to your customers. Every email marketing platform offers this function. When you go to make an email campaign, it’s usually an option before you even start. Keep in mind to only test one variable at a time, so that you can see how it affected your clicks and opens.
  20. Reengagement emails – It’s common for only a small percent of your list to open your emails, and an even smaller segment to click on your links. When so many emails are competing for attention each day, it can be hard to keep your subscribers’ interest. To combat this, you can craft an email specifically to reach inactive subscribers and pull them back. Start by creating a list of your inactive subscribers in your email marketing platform (each platform has a different way of doing this). Reengagement emails can look like regular marketing emails, have special offers, or simply ask a subscriber what their subscription preference is.
  21. Consider the automation – Also called a drip sequence, an email automation is an email or series of emails that send automatically, based on certain triggers. This can be new sign ups to your newsletter, a purchase on your website, or even a subscriber’s birthday. It takes the responsibility out of your hands to be on top of every single event that an email could correspond to, such as…
  22. Welcome emails – This is the first message your subscribers see when they enter into a newsletter list. You want it to be simple, engaging, and friendly, while setting the tone of what your brand is. Let them know what kinds of emails they can expect from you to gain trust.
  23. Abandoned cart emails – Sending someone an email after they’ve put something in their shopping cart, but not purchased it, is a great way to re-engage a potential customer and make them see why your product is awesome. Linking your eCommerce platform to your email marketing platform can give you this option, but if you’re not sure how to do this, it might be worth it to hire a comprehensive digital marketing specialist team.
  24. Upsell – Knowing what a customer may like based on their past purchases is a great way to tackle the upsell. Keeping track of who buys what, and crafting emails to go along with those purchases is a great way to tackle the upsell in email marketing.
  25. Focus on value instead of simply discounts. Giving your customers information relevant to them adds value to your emails, making people want to open them again and again. Adding blogs to your website and showcasing them in your emails is a fantastic opportunity to show your audience that you are an expert on your subject, and that the experience of engaging with your business is a valuable one.
  26. …but don’t leave out discounts all together. Make loyal customers even more loyal with exclusive offers and discounts, just for those who have opened your emails. Highlight the discount in the subject and/or preview text of the email to increase the likelihood of an email open – everyone loves a good deal.
  27. Avoid email fatigue. Maybe you have a ton of email marketing ideas – great! However, sending your subscribers too many emails is the fastest way to make someone unsubscribe from your list. It’s not recommended to send more than 2-3 emails per week to the same list.
  28. Stay relevant and adaptable. Sending out the same old boring emails month after month will bore the reader and the person making the emails! New email marketing ideas may be difficult to come up with each month, but try different subjects, different designs, and different content to keep things fresh, and to learn which strategy works best for optimal subscriber engagement.
  29. Hire graphic designer. It’s not always plausible to go it alone when designing the perfect email. Almost all of the best designs in emails come from a seasoned graphic designer. If that’s not a skill you possess, it may be worth it to hire someone rather than try to teach yourself Photoshop.
  30. Hire a full service marketing team. Sometimes email marketing ideas are best left to the pros. Paired with search engine optimization, a strong social media presence, engaging ads, and creative content – your emails will find their way to the right inboxes, and you can sit back and watch your business flourish.

It’s important to remember that Increasing revenue is really all about making a positive experience for your customers in order to gain their trust and make a sale. Hopefully with these email marketing ideas in mind, you can go forth and make a fantastic and successful campaign.

10 Email Marketing Trends That Will Help Your Small Business in 2018

80% of consumers prefer email as the primary method of outreach from a brand. How you leverage this marketing tool determines whether you engage subscribers or find your ROI falling flat. Email marketing without the right strategy leads to a lot of tedious work without the payoff. But these email marketing trends are connecting with people. They’re turning that connection into tangible profits for small businesses in 2018.

And the great news is that when implemented the right way they don’t take a lot of time or a Fortune 500 budget.

Let’s take a look!

1) Instantly Usable Content

We’ll start our effective email marketing trends with one you can instantly use. Begin increasing your open rate with this simple technique.

That’s what you want right, right? You need something that you can quickly apply and get instant results.

Guess what? That’s what your customers want as well. They want it fast. They want it now. They want to see an immediate change in their lives as a result of opening your email.

We’ve seen the newsletters that are all ads. Then there are ones that are just a bunch of links to articles on the website. They may remind someone of important dates or specials.

That’s not instant gratification. It’s not giving people what they want. These don’t make people want to click.

By the Numbers

41% of people feel that technology has conditioned them to be more impatient. Rates are higher among millennials. They’ve had broadband Internet and ever-faster devices their whole adult lives.

We don’t have to go to the library to research. We can instantly Google the answer. Technology has made everything from banking to watching sports faster and more efficient.

41% say they wouldn’t wait longer than 15 minutes for an Uber. 26% wouldn’t wait over 30 minutes for takeout. If they have a question, they want the answer immediately day or night.

57% of people won’t wait longer than 3 seconds for a website to load on their device.

Email marketing trends are responding to this instant demand.

Examples of Instantly Useable Content

This content serves an immediate need for the recipient. Because they use it immediately, they remember your brand.

Any brand can do this. For example,

  • Mindfulness brand = short guided meditation
  • Healthy snack company = easy recipe
  • Fashion or interior design brand = ensemble for the week
  • Plumber = plumbing tip of the week
  • Lawyer = legal tip
  • Non-profit = 1 simple way you can help
  • Entertainment = A joke, funny image or video
  • Any company can send out a weekly how-to video related to their brand

Think quick and visual.

This isn’t the time to create lengthy content. As a general rule, the person should be able to consume this content in under two minutes. It should instantly make their life better in some way.

You can include longer content in the email. But your instant content should be top, front and center in the email.

Keep it interesting. Give them a reason to get excited when your newsletter pops into the inbox each week. Start re-engaging the 70-80% of subscribers who don’t currently open your emails.

2) Emails Become More Human through AI

AI continues to revolutionize marketing. It’s no surprise that it’s taking over email marketing trends. Your small business can use machine learning technologies to send people more personalized and relevant content.

You may feel like a superhero some days, as you switch hats and get things done in your business. But no human could develop the level of hyper-segmentation you can achieve with this technology.

AI technologies allow you to reach particular segments with a more tailored message and offers. When people get relevant emails they actually open and interact with them.

57% of people say that marketing emails rarely apply to them. 41% of people say they unsubscribe to branded emails when they find they’re not relevant. 18% of people mark emails they don’t want as spam instead of unsubscribing. That hurts your reputation.

We’ve got a lot of work to do.

AI technology makes emails feel more personal and human. With it, you demonstrate that you understand this person’s needs and interests.

AI-driven email builds a stronger bond between customer and brand.

3) Emails Become More Human by Being Human

Today’s consumers are turned off by overly formal language. They’d rather you start up a conversation in an everyday tone. You may be a prestigious law firm or acquisitions broker. You think you must convey a buttoned-up image.

But, increasingly, this isn’t what consumers want — even in B2B.

Your language should convey confidence and knowledge. You can do this without using words that 85% of English-speakers don’t know. You can do this without long sentences and block paragraphs.

You can do this without being such a grammar stickler that you won’t start a sentence with “And”.

Connect with people as a person rather than a faceless brand.

4) Mobile-First Is Not an Option

It’s a must in email marketing trends.

79% of people read their emails on mobile devices. 70% of consumers say they delete emails that don’t render on mobile. They don’t wait until they get home to their laptop or to their work computer. You don’t get a second chance.

This is one of those email marketing trends that’s been in the works for some time. But up until last year, a small business could get away with not having mobile-friendly emails.

Fast forward to today. Your email almost assuredly goes to junk if it doesn’t render well on mobile.

How to Make Emails Mobile-Friendly

Let’s look at the 7 steps to a mobile-friendly email.

  1. Have very short subject lines. Without a great subject line, no one opens the email. If the great subject is cut off, again, no one opens the email. Keep it succinct at 40 characters or less.
  2. Use a single column template. Save yourself the hassle of having to ensure that your email template adjusts from double to single column on mobile. Only use single column templates.
  3. Use a larger font. Size 14 is the smallest font for mobile. If the font type is intricate then even larger is better.
  4. Size images properly for faster load times. Get your image as small as possible without causing pixelization on larger devices. This adjustment is made on the file itself, not in the template.
  5. Have a clear call to action. If the email is designed to earn clicks, the call to action should be undeniable as a finger-friendly button.
  6. Don’t put links near each other. Links that are too close together lead to frustration when people can’t click the desired link.
  7. Test your emails on multiple devices. You can find free tools online that allow you to test your email on all the popular devices. Use this resource.

5) Protecting Customer Data

This email marketing trend arises from the years of excessive and careless collection, selling and using of personal data. It goes far beyond the Can Spam Act.

Customers know that you collect a lot of data on them. They understand that you use this data to create a more personalized experience. But they’re also tired of having this data used to harass them.

We’ve all experienced this. You sign a new mortgage. Now, you’re getting endless offers for home warranties. You have more credit card debt than you’d like. You’re overwhelmed with offers to consolidate or re-fi.

You give some money to a charity. Suddenly 20 charities are emailing you.

In order for your email marketing campaigns to be successful, a person must trust you. Without that trust, they won’t provide you with their email and other identifying information.

6 Ways to Show You Respect Personal Data

  1. Let customers know that you value their privacy
  2. Be transparent. If you sell data, clearly state it in your terms and conditions.
  3. Get picky about who you sell data to. Selling data to people who harass customers is bad for business.
  4. Ensure that you have customer consent before adding them to a mailing list
  5. Don’t overwhelm customers with excessive mailing frequency
  6. Protect your customers and their data from scraping, data-mining and other tactics used to steal data

Stay current as laws change. In Europe, they’re setting new legal expectations for managing personal data. You may not have any markets in Europe. But these kinds of laws could soon apply to you. Follow smart data collection and management practices today to be ready for tomorrow.

6) Interactive Content

27% of surveyed marketers say they’re focused on putting more interactive content in emails. They understand people’s drive to interact. They’re leveraging this to increase open rates and engagement.

Not only do these interactions engage. You can also learn more about your customers based upon how they interact.

Start with basics like social media icons and gifs. As you branch out, find new and interesting ways to be more interactive.

We’ve handpicked a few that are relatively easy to implement. They can have a great impact on your engagement.

Find Out If They Hate Love Your Emails

Do customers like your emails? How can you best reach them? A simple way to do this is by asking them to rate your email.

This not only gives you valuable insight. It empowers your subscribers. It shows that you listen.

66% of consumers say the #1 thing a business can do to earn loyalty is showing they care about their customers. If you take this feedback and continually improve your email marketing, you show just that.

Product Carousels

Carousels allow a person to scroll through several images.

Use them to showcase products you sell. But also think outside the box to engage with carousel-based:

  • Tips
  • Storytelling slides
  • Listicle-style slides
  • Famous quotes

Get creative.

Shopping Cart Updates

When you send out an abandoned cart email, it may look something like this. “Your shopping cart misses you. That item you wanted is still on sale.” Why not also allow customers to update their carts and complete their purchase straight from the email?

With some basic programming, you can create a more seamless user experience.

Widgets, Quizzes Games & Opinion Polls

Finally, add these types of interactive content to entertain, educate and give people a reason to open that email.

You can also use them to acquire emails. Check out Reader’s Digest’s email collection question.

Say “yes”. And you’re prompted to provide your email to receive jokes of the day. Instead of blatantly asking for the email, they engaged the person first. That’s the direction email marketing trends are going in 2018.

7) Text Only

We’ve talked a lot about fancy emails. But many small businesses are finding greater success by keeping it simple.

Let’s look at what’s driving the text-only trend.

According to Business Insider, over 62% of mobile users worldwide now use ad blockers.

Pagefair found that 30% do it for security reasons. 29% do it to avoid interruptions. 16% do it because ads slow pages down.

You may be wondering: What does this have to do with emails.

Our answer: Everything

As ad blockers have increased in use, brands have turned to email as a workaround.

And how did brands use this work around? They saw it as a way to keep sending ads through and opt-in system.

Ask yourself this question. If 70-80% of your subscribers aren’t opening the email, are they really opted in?

For years, we’ve been moving toward bold, colorful and image-rich HTML emails. The emails often take more time to load. They are often shameless ads rather than an engaging email.

Bold and forward emails continue to be effective for huge, well-known and beloved brands like Godiva, REI and Apple.

Small businesses, however, are getting different results. They’re finding that the bolder emails can be very effective in moderation. But their customers are tuning out to constant, colorful, salesy emails.

Based upon the consumer response to emails that overwhelm the senses, more brands are turning to simpler formats. These emails often look more like a message from a friend than a marketing email. That’s why they’re so effective.

On top of that, they’re easier to create, saving you time and money.

Check out this email from a specialty cheese subscription service out of Wisconsin.

It’s definitely an ad. But it doesn’t feel like one.

8) Tell Your Story

Stories have a magical impact on people. Harness this magic for your brand through the storytelling email marketing trends.

Stories not only entertain. They connect with people on an emotional level. They help a subscriber feel like part of your story.

Many consumers aren’t intentionally trying to ignore your email marketing efforts. They subscribed for a reason. They may really like your brand. They want to be a part of it.

But they’re overwhelmed by marketing messages. Everyone’s trying to get their 7 seconds of this person’s attention. A story grabs that attention. It can hold it. People innately want to know what happens next.

What kinds of stories can you tell?

  • Why you started this company
  • A recent event that reminded you why what you do is so important
  • Customer stories that inspired you
  • Narratives that lead into the importance of a product/service

One of the most effective storytelling campaigns in recent history has been the Charmin Bears. They increased brand engagement by nearly 600%. They did this through storytelling.

They took an everyday item that no one really wants to talk about. They built a fun, family-friendly narrative around it.

9) Rethinking the Marketing Funnel

Many marketing experts agree. The sales funnel as we have known it is dead. The idea that you just funnel people in until they become your customer is quickly becoming last century marketing. As a small business, you’ve always known that’s not quite right.

You understand the importance of delighting customers, retaining customers and earning their loyalty.

The modern content marketing funnel better represents how people go through the stages of the buyer’s journey.

These include:

  • Awareness/Discovery
  • Consideration
  • Conversion
  • Happy Customers (delighted with the purchase, increased upsell and CLV)
  • Promoter activity (shares, reviews, loyalty, retention)

This updated funnel recognizes some very important facts.

Customer Retention By the Numbers

You have a 60% chance of selling something to an existing customer. For a new customer, this drops to 5%. Existing customers are 50% more likely to try-out your new offerings.

A company that can increase retention by as little as 5%, will increase sales up to 95%

44% of companies say they’re putting more focus on retention in 2018 than in years past. Yet, only 18% have a strong process in place to retain customers.

Among the email marketing trends we’re seeing, is a greater use of email to engage these existing customers. In fact, 57% of companies say that email is the best way to retain customers.

8 Ways to Engage Existing Customers with Email

  1. Acknowledge people as existing customers. Don’t treat them like prospects.
  2. Use customer-specific data to further customize their experience
  3. Send them exclusive offers and highly valuable content
  4. Ask for their feedback and implement suggestions when you can
  5. Integrate them into your brand through user-generated content
  6. Send them friendly reminders
  7. Acknowledge milestones with your company
  8. Let them know how important their reviews and loyalty are

We expect the coming years to usher in innovations in customer retention technologies. Business who use these cutting edge tools will have the competitive advantage over their peers.

10) Using Predictive Analytics to Focus Efforts

Big data is transforming how we reach customers and keep them. One of the big email marketing trends that we expect to only get bigger is using predictive analytics. It streamlines the email marketing budget.

As the name suggests, this type of data helps you to predict consumer behavior. Through it, we can:

  • Predict the lifetime value of customers and segment
  • Better anticipate consumer behavior to stay a step ahead
  • Shift resources to get the greatest ROI possible

Marketing best practices have always existed. But before modern predictive analytics capabilities, much of marketing was seeing what works. Then you measured results on the backend.

Measuring results is still important. But, in many ways, predictive analytics has helped us get it right from the start.

It’s better for small businesses and great for your customers.

Stay Competitive with the Latest Email Marketing Trends

Consumers increasingly prefer that brands engage them through email. Many brands are finding success through more interactive content. Others are finding that text only.

By using the power of AI they can implement the most effective email marketing trends. They achieve the best results.

Implementing these email marketing trends doesn’t have to be complicated. But it does need to work. We can help you get the most out of your marketing budget. We use comprehensive strategies and effective marketing technologies.