three colorful mailboxes

4 email marketing basics for small businesses

2 min read
Rachel LaCour Niesen

Email marketing is a powerful way to reach customers. Fifty percent of people check their email before they get out of bed in the morning. Do it right, and you’ll delight your customers, keep them engaged with your company, and fatten up your bottom line.

Do it wrong, and you’ll be that annoyance that eventually gets slammed with the spam button.

Here are our four tips for doing email marketing right:

Keep it focused

Why are you sending this email in the first place? Do you want your customer to buy a product? Sign up for a course? Use a coupon? Pick the one thing that you want your customer to do and focus your entire email around that action.

Always remember this rule of thumb: one email = one call-to-action.

Following this rule will actually make crafting your emails easier, too!

Personalize, personalize, personalize

A study from Econsultancy shows that 68 percent of marketers say personalization based on behavioral data has a high impact on ROI, and 74 percent say it has a high impact on engagement. But only 19 percent do it. Use your customer’s name, send them emails triggered by certain events (like their birthday), and cater to their interests. Your customers will appreciate the special attention.

Only send valuable content

Let’s face it. Email marketing can easily slip into spam marketing. Don’t fall into this trap! Tell your customers up front that you will only send them valuable content, and then do what you say you’re going to do. If an email doesn’t feel valuable, err on the side of caution and don’t send it. Your customers will notice that you respect their time and their inboxes and treat you accordingly by continuing to open your interesting emails every time they arrive.

Add a P.S.

An eye-catching little postscript at the end of your email is your last chance to send your message home. Add a final thought, a testimonial, or even one more incentive to respond to your message’s call-to-action.

Email marketing takes time and effort. Be sure you’re getting the most out of all that hard work by doing it right!

Products Used