- Email marketing is a great method of keeping your existing customers engaged and also for promoting your business or products to customers on your database. But it needs to be done properly. Here are some tips to help small businesses that would like to manage the process themselves.
- Your subject line – The subject line is very important as it can make or break your campaign. This is the first thing your customers will see and it needs to attract enough attention so that they open and read through your email. Keep it short, subject lines with fewer than 50 characters have the highest open rates. Do some A / B testing, if you have 5000 customers on your database, send the same email to 500 people with subject line A and then another 500 people with subject line B and see which one has a better Open Rate. The one that performs better can then be used for the rest of your list.
- Managing your email list – This is a very important factor because you need to effectively manage your customers who have subscribed and unsubscribed. There are professional email management tools available that do this for you. You can really damage your reputation if you keep sending emails to customers that have unsubscribed in the past.
- Building your template – You need to create a professional looking email template. Do not try and use any general email client like Outlook as it is not designed for creating templates. Its worth spending a few bucks to have a template designed and then use it for your emails going forward.
- How to send – Again you will need to use a professional management tool, such as Mailchimp as their software will send your emails out sporadically. If you try and do a bulk send from your own email program, it will be identified as spam and you will be wasting your time.
- Call to Action – if you are sending a promotional email, make sure you have a Call to Action. Whether it’s to drive customers to a page on your website to purchase a product, or to signup for training seminar or to pick up the phone and call your business, your customers need to see and understand what they need to do.
- Reporting – If you don’t have any reporting in place, you will just be sending your emails into the blue. Most email management programs have very good reporting tools, which will show you how many people opened the emails, how many clicked on your links, how many unsubscribed etc. This will help you to tweak your emails in the future so you can get a better response.
- The best times to send your email – here are some interesting stats from Mailchimp showing the best days of the week and also the best hours of the day to send your emails. As you can see below, the best days to send emails out are during the week, with Thursday showing the best results by a small margin.
Best days of the week
Best hours of the day