One of the essential business tools for small businesses is an email marketing list. In theory, it’s a cost-effective way to drive new sales. The only problem is engagement with your email campaigns is often lower than you hoped. However, all is not lost. Before giving up due to many ignored emails, a few techniques will help.
What you will learn in this article
- The benefits of email marketing
- Why you may be struggling to engage your contacts
- Reasons why your emails are getting ignored
- 7 hot tips on writing killer marketing emails
- How CRM can help
- How to get started with CRM
The benefits of email marketing
Email marketing is an excellent way to:
- Nurture leads into customers
- Drive repeat business
- Get more referrals
- Spread brand awareness
Indeed, some estimates put email marketing’s Return on Investment at almost 4000%. This makes marketing via email exceptionally cost-effective and an effective technique to grow your business.
Why your email engagement may be on the floor
There are several possible causes behind low response rates and disappointing click-through levels. This article looks at the more common mistakes that doom your email campaign to failure.
7 hot tips on writing killer marketing email
There are a few things that should be considered when composing an email. We will show you which mistakes you should avoid in any case, and how you can do it better. This guarantees that almost no more emails will be ignored in the future.
It’s not all about you
A rookie mistake is writing an email that focuses too much on you and your company. Most customers aren’t that interested. Their main concern is what you can do for them. Your email campaign should focus on solving a problem for the audience.
Consider the following:
- Who is the target audience?
- What do they care about?
- Which of their problems can you solve?
Don’t attempt to cover all the bases. Focus instead on one particular problem that your product or service can solve well.
Focusing on logic
As counter-intuitive as it may sound, people don’t make purchasing decisions solely based on logic. What you need to do is appeal to people’s emotions. Customers are subject to thoughts and feelings.
If you want people to engage the emotional side of their brain, you need to consider the following:
- What does the customer care about?
- What do they believe in?
- Do they belong to a group, movement, or subscribe to a shared feeling?
Writing like a corporate robot
The ace up the sleeve of every small business is that they are friendly, approachable, and inviting. You must reflect this in your writing. You want to come across as conversational. Keep it simple. Use short sentences, contractions, and straightforward language.
Attempt to write your email as if it’s getting sent to one person. Be warm and chatty. Incorporate open-ended, thought-provoking questions. Starting with a question relating to a pain point you can solve is a good idea.
Poorly written calls to action
You are sending out emails for a reason, so be clear about what you want people to do. The recipient should be left with no doubt why they received the email and what you are trying to accomplish. Spell out what the point of the email is and what response you are looking for.
No one reads emails anymore, so get to the point.
Being too long
The above rather neatly dovetails into this next tip. People are busy; their inbox is always full. The result is that no one reads anymore; they scan.
Write attention-grabbing subject lines that will make the recipient curious, then hit them with your thought-provoking question. The next step is a concise paragraph telling how you can solve their problem. Again, focus on feelings about the problem and the resolution.
Sending at the wrong time
Like comedy, timing is all when it comes to sending emails. You should avoid Mondays as people are catching up with the backlog from the weekend. Likewise, with Fridays as people are trying to clear their desks at the end of the week. Weekends aren’t so good either as people are generally too busy to check their email. And certainly won’t devote time to anything they don’t deem as urgent. That leaves Tuesdays, Wednesdays, and Thursdays. But experiment with your audience.
One-size-fits-all is so Nineties. Make your emails personal by segmenting your email list. This way, you can target your emails better and get better conversion rates. Doing an email blast to your entire email list will almost certainly be counter-productive in the long run. Segmentation allows you to send more personalized messages by targeting a specific product or service, industry, company size, location, etc.
How CRM can help
While a CRM system won’t turn you into an email marketing wordsmith, what it will do is make managing your campaigns a whole lot simpler. Instead of multiple platforms to deal with, a CRM lets you manage all your email marketing campaigns in one place.
You can also segment your database to target messaging tightly. This way, you can personalize offers to individuals, an objective that is becoming increasingly important in today’s modern business world.
The other significant advantage of CRM is that it lets you automate much of the process to eliminate human intervention and speed up the sales process.
How to get started with CRM
Small business owners like you have a lot on their plate. So anything that can refine your workload is welcome. You don’t have to crawl the internet trying to weigh up CRM solutions endlessly. Instead, focus exclusively on cloud-based CRM vendors. These systems are ideal for small businesses and very affordable. In addition, everything sits online, so implementation is a breeze.
Email marketing is a tricky old game. With well-crafted messaging, the potential Return on Investment for small businesses is enormous. Add in the undeniable power of CRM, and your email marketing is sure to hit new heights. Contact us for a chat. We are cloud CRM experts and firmly focused on helping small businesses like yours grow their companies.