How to Make Business Email Marketing Work for YouRieva Lesonsky
Have you avoided business email marketing because you think it's too complicated? Maybe you've tried it in the past and haven't gotten good results in the past. Don't throw in the towel, because email marketing is one of the most effective marketing methods for businesses of all sizes. Here are five tips to make business email marketing work for you.
- Focus on the benefits to your subscribers. If all your email marketing messages brag about how great your business is or promote your newest product, it's no wonder you're not getting results. People subscribe to business emails because they want to get something out of it. For example, can you show your customers how to do something better or help them solve a problem? Sending discounts, sale notices and other special offers is always appreciated, too.
- Use a professional email address. If you send your business emails from an address like MichaelB1889@aol.com, it's no wonder they aren't getting any response. Using a professional email address with your business’s domain name (like Michael@MichaelsBakery.com) signals that the email is coming from a business — not a random individual. What's more, using a professional email address helps brand your business every time you send a business email. Getting a professional email address costs just a few dollars a month, so there's no excuse not to do it.
- Include a call to action. In order for your business email marketing to work, you've got to place prominent calls to action early in the email. Don't be shy: Tell recipients exactly what you want them to do. "Shop Now," “Learn More,” and “Schedule an Appointment” are examples of common calls to action. Put them near the top of the email so customers can't miss them. Create a unique landing page on your website for each call to action, and you’ll be able to measure the success of your email marketing campaign by the number of visitors that landing page gets.
- Make it mobile-friendly. If your business marketing email isn't readable on a smartphone, there's a good chance the recipient will just delete it. After all, most of us check our emails on our phone several times a day. Emails in single-column format, with plenty of white space and images optimized to load quickly, are easier to read and navigate. Reduce the need for scrolling by keeping it brief. If you want to share a longer blog post or tip sheet with your audience, put the headline and opening paragraph in your email with a link to your website for the rest. (After all, the point of your emails is to get people to your website, right?)
- Be considerate. Sending too many emails will wear out your welcome quickly. If you're constantly sending them updates and deals, customers will start to tune you out. Use your email marketing analytics to track key metrics such as open rates and click-through rates. This information will help you learn the best cadence for sending business marketing emails. You should also allow customers to choose their own subscription terms. For example, give them the option to receive emails monthly or weekly, or to receive only certain types of emails, like your newsletter or sales notices.
Follow these steps to creating professional business emails, and watch your email list grow.
Rieva Lesonsky is CEO of GrowBiz Media, a media and custom content company focusing on small business and entrepreneurship.