7 Do’s and Don’ts of Email Marketing for Small Businesses

You may be wondering what elements your next email marketing campaign should include.
While it’s always advisable to keep your audience in mind and tailor your campaign to suit their needs, it’s not always easy to foresee what will resonate with your audience and which content will end up being irrelevant.

To help you figure out what works for your business and what doesn’t, we’ve compiled a list of the things you should and shouldn’t include in your next email marketing campaign.

1. Personalise the Subject Line

A rule of thumb when it comes to writing successful subject lines is to personalise each message. Doing this makes it more likely that the recipient will pay attention to and remember what you’ve written.

If you use A/B testing, you can also use the results to determine which subject line performed best and use that one in the future.

2. Plan Your Outline Ahead Of Time

An effective email marketing plan needs to be well thought out and have an outline. This serves as a handy guide for you to follow and ensures that you don’t stray off course.

However, too much planning can sometimes make you rigid and sterile, preventing you from being creative. So find the right balance between too much planning and no planning at all.

3. Create Brief, Snappy Sales Pitches

When crafting your email pitch, keep it short and sweet. Remember, your target audience may not have the time to read through your entire pitch letter. So make sure that you grab their attention with a bang rather than a whimper.

One way to do this is to use a short and snappy sales pitch. When writing your pitch, keep in mind that you are trying to make a compelling case to persuade your contacts to take action. However, you also want to avoid coming across as pushy or greedy.

4. Measure The Results Of Your Campaign

The wonderful thing about email marketing is that you have the ability to track the results of your campaigns. This makes it easy to measure and review your progress.

One of the first things you should do after sending out your email blasts is to set a goal for the engagement you’re looking for. For example, if you’re looking to gain more website traffic, you can use a tool like Google Analytics to track the results of your recent marketing efforts.

Then, you can analyse the data to determine which campaign strategy was most effective. This way, you can continue improving your efforts and establishing new benchmarks for success.

5. Send Multiple Messages To Grow Your Audience

Instead of sending one dull, generic email blast to your entire email list, you can engage with your audience by sending out multiple, tailored messages.

Multiple emails sent out over a short period of time give your audience the impression that you’re constantly keeping them in the know. Plus, it keeps the conversation fresh. It’s a great way to keep your contacts engaged and interested in your brand.

6. Customise Your Email With Visuals And UGC

To make your email more engaging, you can use images and other forms of user-generated content.

Doing this means your contacts will also have a visual cue to trigger their memory and make the content more memorable.

For example, you can use an image from your website or social media accounts to illustrate a point you’re making in your email. Or you can include an infographic in your email to make a strong argument.

Also, if you have customers or suppliers that you regularly interact with, you can include a short note about what’s new or important. This shows that you’re thinking about them even when you’re not selling them something.

7. Use Keywords And Phrases In Your Headline And Body

When crafting your email’s headline, use keywords and phrases that are relevant to your target audience. If you want to rank high on search engines, incorporate these keywords into your content.

Once you’ve written your headline, make sure to add a hook or phrase that will keep your audience interested in the rest of the email. If you can keep them interested until the end, you’ll gain their trust and they’ll be much more likely to take action.

Similarly, in the body of your email, use these keywords in the relevant place. For example, if you want to communicate the benefits of your product or service to someone who is searching for information on renewable energy sources, you can include phrases like “renewable energy”, “solar power”, or even “energy efficient home solutions”.

If you think that your email’s subject line and body didn’t grab the attention of your contacts, you can also perform a search on your keywords and see what pops up. This can help you find the exact group of people you’re aiming at and allow you to tailor your approach.

Remember, not all keywords are created equal. In order to ensure you’re using the right keywords, you can use a tool like Google Keyword Planner or Wordkey to find the most popular keywords and ensure your content is relevant to your target audience.

Once you’ve mastered the art of crafting the perfect subject line and body, you can use this approach to effectively grow your email list, attract new customers, and increase revenue.

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