Have I convinced you to add email back into your marketing mix? If so, here are some best practices for what should go into your emails:
Your subject line is the first thing people see when it lands in their inbox, followed by preview text. Use a strong, attention-grabbing subject line that accurately reflects the content of your email. Or, use a recognizable subject line that you repeat every time you send an update. This works best for content categories that you’re sending consistently like a monthly newsletter or weekly tip.
Everyone likes being called by their name! Most email providers have a feature where you can include each individual subscriber’s first name at the beginning of the email – I highly recommend you use it.
If you want people to consistently open your emails, you must provide them with valuable, useful, or entertaining content or at the very least, a special discount amount/offer. Think about the emails that you actually open yourself – what prompted you to open it? When you know you will get a valuable piece of education or a special offer for something you need or want, you are much more likely to engage.
Your visual design, which includes everything from text and background colors to photos or graphics, plays a huge part in setting the tone for your emails. If you don’t already have a branding kit or color palette for your business, make one. Using the same colors, font, and style will keep everything consistent, which is significantly more professional than constantly changing your design.
Every email should include a clear call-to-action (CTA) that tells subscribers what you want them to do next. That could be anything from signing up for a webinar, buying a product, or filling out a survey. Make sure your CTA is prominent and easy to find.
This should be automatically included through your email provider, but it’s important that there is a way to unsubscribe from your emails. This is not only a basic courtesy, but it’s actually the law. So including it in your emails is definitely a must.
By implementing these tips and best practices, small business owners can create effective email marketing campaigns that drive engagement and revenue. There is so much to gain from email marketing, and I hope this month’s focus on it was helpful for you as you build your business!
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With over 15 years of experience, I've worked with countless small businesses just like yours. I can provide you with the tools and resources that will help make marketing less overwhelming.