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Small Business Owners: What You Need to Do and Avoid in Your Email Marketing Campaigns

Email marketing campaigns are tough campaigns to run yet they are still considered one of the most effective marketing techniques out there. However, as a small business owner, you won’t have as much budget as a globally-operating business and mistakes simply cannot afford to be made.

So you can maximise your business’s opportunities and ensure your emails are successful here are some of the best things you need to be practising, as well as some of the worst.

1. Do – Format Your Emails

Learning how to format your emails properly is one of the most important things if you want to be taken seriously. A block of text will usually end up unread and some out dated formatting techniques – like using coloured highlighting and childish fonts – might make you seem unprofessional.

Learn the basics of good formatting – say the most important things in your headings and have at least three to four of them depending on the length of your email, bold the bits or words that you want to draw attention to, have short paragraphs and so on.

People usually don’t have a lot of time to read your email and if you want to leave an impression on them, make your emails easy to scan and let your readers get the most out of it without spending too much time on reading.

ultimate guide to email marketing

2. Avoid – Using Shy Calls to Action

The call to action features of your emails, such as the ones that say ‘ ‘Buy Now’, cannot be hidden away in your emails because people are lazy and won’t actively look for them. Don’t be afraid to make them clear and to ensure they stand out.

After all, people will expect to see them so making them as clear as possible is a great way to make sure your readers act.

A CTA should stand out in bold colour – red, green or blue – and it should be honest about where it’s going to take the person that clicks on it. Make sure that the link is accurate and not broken as well.

3. Do – Organise Your Mailing Lists

Using automated email services, you’ll have the ability to organise and separate your email contacts into certain groups. This is so important as it helps you to use targeted emails much more effectively.

For instance, you could divide your list based on their interests, education, location, gender etc. This will help you create custom emails that are much more effective. If using tools like Flash Issue or Constant Contact, you’ll be able to manage your lists effortlessly.

This will help you with sending a more targeted content and in avoiding common mistake like sending wrong email to the wrong person. The more you segment your list, the better your chances of conversion will be.

4. Avoid – Poor Subject Lines

After you’ve sent an email and it arrives in your reader’s inbox, the only thing that is going to make them want to open the email is the subject line so make sure that it’s clear and has impact.

Get creative, think outside of the box and think of something unique and eye-catching that matches your brand and will make your emails far more likely to be opened.

Don’t try to trick your audience into opening your emails with deceptive subject lines – focus on making them relevant and meaningful. It’s best that they address a problem of your recipient and offer a solution.

Email Marketing

5. Do  – Target Your Content

If you really want to grab the attention of your audience, sending targeted messages is the best way to do that. As a start, you’ll have to segment your audience, as previously mentioned.

This will help you deliver more personalised content which people find infinitely more useful and meaningful than bulk emails that everyone on your list receives. So, for instance, if you are selling shoes and creating content about shoes, women on your list don’t really need content about male shoes. However, they do want content on female shoes. By targeting, you’ll address that want directly and increase your open, click-through and possibly conversion rate. While this example is a bit basic, it’s essentially what you’ll do.

6. Avoid – Cram In Too Much Content

While great targeted content is always desirable, cramming in too much content in just one email is excessive and confusing to your audience.

Emails with too much content in them create two problems: they are usually very long and people don’t like reading long emails and they usually address several subjects which is confusing.

The best email is neither too long or too short and it is focused on a single topic, single opinion or a single product. This way, you are not confusing your readers but rather adding value to what they already know. You are also not scaring them away with an email that never ends.

7. Do – Test Your Emails

Just like anything in life, you’re probably not going to be able to create the perfect emails first time, but you won’t be able to tell before you start sending them out. Or can you?

If you’re sending out an important email, be sure to create two versions and then A/B test them to make sure they work before you send them out and potentially lose leads. If your emails aren’t working, and there’s no time to waste, using copywriting tools like Eliteassignmenthelp to create them for your business.

8. Avoid – Overlooking Your Main Goal

It’s always best to find a happy middle in everything. In this case, while you should definitely be creative and design wonderful emails, you also shouldn’t forget about your main goal – conversion. It should be central to every email you make and this is something that you should never forget.

So, when designing and writing, don’t forget to include a CTA or a line that will present the benefits of your products or services and lead to a conversion. A call to action should be clear, inviting and say exactly what is it that you want from your users.

call to action email

9. Do – Get To The Point

Once upon a time, lengthy introductions and beating around the bush excessively was a good practice. Nowadays, people prefer knowing what the text is about before they dedicate their time to reading it. Write your emails in a reverse pyramid system. Put the most important bit at the top where they can see it and elaborate that point in the remainder of the email.

Don’t make them wait too long before they find out what it’s about – the truth is, if you don’t get to the point fast, they won’t.

10. Avoid – Forgetting To Optimise

As you probably know, people read emails on multiple devices. Sometimes it’s good old desktop and your email looks beautiful there. However, what happens when your readers decide that a tablet or a smartphone is more comfortable for them?

This is why optimisation is so important. Your emails should transition seamlessly between devices and look beautiful on each one. Especially if the majority of your audience has a preference for mobile devices, it would be a terrible idea not to optimise them.

11. Do – Be Creative

There is more to your emails than just content. If you think that the content on its own should be just fine, you could be making a big mistake. Content is important but what also matters are the visuals. A block of text would seem unattractive to read while a beautifully structured content piece packaged with a great email design and a few animations or videos is definitely something your readers will look at.

All of this can serve to show your brand’s personality and better deliver the message.

12. Avoid – Forgetting to Analyse Your Performance

Analysing your performance throughout the year is one of the most important things when it comes to your email marketing campaigns. Without it, you wouldn’t be able to know how successful a certain aspect was or what needs to be changed. This is the only way to know if your business is growing or not.

“Start by measuring the content marketing ROI to see how your blog or website converts visitors into leads. Then you can see how well are those leads responding to your emails – open rates, click-through rates and so on”, – explains Jean Chavez, an Email Marketer at Bestbritishessays and Academized.

Analyse your performance to make the best decisions you can regarding your business.

Final Thoughts

As you can see, email marketing can become your best friend if you are a small business owner. It’s a unique and versatile approach to your customers on a more personal level. Follow these tips on what to do – and especially on what not to do – and you’ll be on your way to quality business improvements.