You have your website up and running, now learn how to create more traffic and business with e-mail marketing. Not sure where to start? Use our quick-start guide to help you to generate more clicks and more interest for your product or service.
E-mail marketing is an essential tool for promoting your business. Right up there with an effective social media campaign and user-friendly website, e-mail marketing goes hand in hand to create a presence that will engage your target audience. If that sounds great, but you don’t have a tech-savvy gene in your body, don’t give up yet. It is possible to create an e-mail campaign, regardless of your coding skills (or lack thereof) by following a few simple steps to get you started in the right direction.
Set up your distribution list. You want your mailing list to be a targeted group of people that have an interest in your company or your product. Start by gathering your e-mail contacts and current client list. From there, you can get creative to gather more e-mails for your distribution. Set up a sign-up form on your website, start a social media contest or go the old fashioned route and have a sign-up sheet with pen and paper at your brick and mortar location. Whatever path you choose, you need to make sure the e-mail addresses you gather are fully aware and willing to receive your e-mails.
Make it interesting. The average office worker receives approximately 121 e-mails per day. When you are putting together your content for your e-mail, you need to stand out with an attention-grabbing subject line. A subject line of ‘This Week’s Sales’ doesn’t leave much to the imagination but something along the lines of ‘ Hurry In to Save Big – Up to 50% Off!’ gives the reader a sense of urgency. Once you get the reader on the hook, make them bite with short, concise information. After all, they have 120 other some e-mails to get through after yours! Focus on making your content encourage traffic to your website. For instance, if you are having a big sale, show the retail price in the e-mail and have the reader click a link to the product page on your website to reveal the sale price.
Make it attractive. Chances are, you are not a web designer with the skills to put together a clean design with formatting that will look the same in every inbox. That is when tools like Constant Contact and MailChimp come into play. These websites have several customizable, pre-designed templates that you can populate with your pictures and information. Templates are designed with different industries in mind so that you can create something tailored for your target market. There is a fee to use these sites, and you will need to determine what features would be most advantageous for your campaign and your budget. Both sites make it relatively easy to integrate your social media platforms as well.
Track your results. Using these platforms will also provide you with valuable information about your audience. You will be able to see how many people opened your e-mail, what links they clicked on and what, if any, users unsubscribed from your campaign. Play around with subject lines and information to see what works and what doesn’t from week to week. Another factor to consider is the best time and day to send your emails out. Typically, work days are more favorable, at five to ten minutes before or after the hour. This window of time is when people are between meetings and most likely scrolling through their inbox. For a more in-depth look at peak sending times, check out this article from MailChimp’s blog.
Small businesses may not have the big budgets to create elaborate campaigns, but with this guide, you can keep up with the big dogs of your industry. As with all of your marketing, keep your logo, color scheme, and theme consistent with your website and social media pages. If creating your e-mail marketing campaign is a little too intimidating or time-consuming, contact us at GasStoveCreative to help you out.