Are you under the impression that email marketing is only reserved for big companies like eBay, Amazon, and Google? Think again! Email marketing can work wonders for small businesses such as landscaping companies, hair salons, and flower shops.
Did you know that 77 percent of consumers prefer receiving permission-based emails over other forms of marketing communication? By sending emails, you can drive traffic to your website, engage with your audience, and boost sales. It’s a fantastic way to stay connected with your customers and remain top-of-mind.
Surprisingly, with every email we send, we see a surge in customer inquiries about our services. It may seem like a lot of effort, but trust us, it’s worth it!
Now, imagine Violet Greengrass, who owns Violet Landscaping in Philadelphia. She’s been in business for five years with a loyal customer base, but she wants to expand her outreach. Posting flyers isn’t cutting it, so she decides to give email marketing a shot.
Here are the goals for Violet’s email campaign:
- Remind customers of services during busy seasons.
- Reward existing customers with promotions.
- Encourage referrals from customers.
- Express the company’s unique brand.
- Enhance engagement and relationships with customers.
Setting clear goals for your email marketing campaign is essential. Consistency is key, just like Violet’s approach.
Choose the Right Email Service (Let’s Go with MailChimp)
There are various email marketing services out there, but for Violet, MailChimp seems to be the perfect fit. Why?
- It’s free for fewer than 2,000 subscribers and 12,000 monthly emails
- User-friendly with pre-made templates
- Provides detailed analytics
- Supports Violet’s favorite podcast, This American Life
- Recommended by other satisfied users
While Violet opts for MailChimp, feel free to follow the guide using your preferred email platform.
Step 1: Define Your Audience and Import Contacts
Building an email list begins with identifying your audience. Start with your existing clients and consider adding an email signup form on your website for interested visitors.
Segmenting your email list can lead to better engagement. Targeted emails resonate more with recipients, resulting in higher click-through rates.
Step 2: Create and Name Your Campaign
Give your campaign a memorable name and craft an enticing subject line for better open rates. Engaging subjects create interest and drive users to open your email.
Remember: Specific, incentivizing, urgent, witty subject lines work best!
Step 3: Track Your Campaign
Monitoring email performance is crucial for future optimization. Track opens, clicks, and user behavior to understand what works for your audience.
Step 4: Design a Template
Utilize predesigned templates from your email platform and customize them to align with your brand. Consistency in design and messaging is key to brand recognition.
Step 5: Craft Compelling Copy
Your email copy should be engaging, on-brand, and customer-focused. Provide valuable content, offers, and updates to keep subscribers interested.
Include in your email:
- A personalized note
- Useful articles
- Quick tips
- Special offers
- Company news
- Fun tidbits
Step 6: Review and Edit Your Email
Before sending, double-check your email content, links, and overall presentation. Ensure everything is error-free and up-to-date.
Step 7: Schedule Email Delivery
Choose the optimal time to send your email based on your audience and industry. Test different send times to determine what works best for maximizing opens and clicks.
Step 8: Analyze Results
Post-send analysis is crucial for refining future campaigns. Evaluate open rates, click-throughs, and user interactions to adapt your strategy for better outcomes.
Step 9: Grow Your Subscriber List
Expand your email list by promoting signups on your website and social media. Offer incentives and valuable content to encourage more subscriptions.
Ready to embark on your email marketing journey? Start creating compelling campaigns and watch your business thrive!