Make the most of your small business email marketing.
As small businesses, it’s crucial that we make the most of each and every marketing dollar spent. While Email Marketing has built up a fantastic track record for generating large ROIs, there is still plenty of room for improvement if small businesses want to get the most out of their marketing budget – and contact lists.
Plan for mobile.
Each year, email marketers witness a steady decrease in the percentage of their email campaigns opened on desktop computers only to be accompanied by an even greater increase in email open rates via mobile devices. According to research conducted by Litmus, 51% of all emails are now opened on a mobile device. Additionally, 70% of consumers immediately disregard an email that doesn’t render properly on mobile devices. Think about this for a second – if your emails aren’t optimized for mobile, half of your readers will not see your message properly, and then about 3/4th of that 50% will instantly ignore what you have to say. That’s not good.
However, there is opportunity here to beat your competition and win the attention of your contacts, and it doesn’t require expensive technology upgrades. Despite the overwhelming shift toward mobile emailing, marketers – even the ‘big guys’ – have been incredibly slow to adapt. By sending responsive emails, or emails that adapt to the screen size/device a reader is using, you instantly give yourself a competitive advantage over the 89% of your competitors.
There is a common misconception among small business marketers that A/B testing is only for the big companies sending out millions of emails. Not true. Even if your email contact list only contains 200 names, there is no reason for you not to be testing your email campaigns to find out how to squeeze every last ounce of engagement out of those 200 readers. What time of day do your emails get the most engagement? Do subject lines containing words like “video” or “infographic” do better than subject lines posing questions? What call-to-action (CTA) gets the most conversions? Are people more likely to “download now” or “click here to learn more”? A good email marketing platform should make it very easy for you to test all of these elements, and quickly make your campaigns more efficient.
Give your list some love.
Yes, really. Your email list is worthy of your love. A great email campaign with a bad list gets bad results. Take care to make sure your list is updated and clean, meaning your bounces and opt-outs have been removed while your new subscribers are included. Marketers who consistently send campaigns with high bounce rates and opt-outs quickly find themselves on the fast-track to the spam folder.
Removing contacts from your database who have not engaged with your emails in a year or more instantly increases your deliverability rate by up to 5%.
Take your fondness for your list one step further by segmenting your subscribers according to key metrics. For example, an ecommerce website might want to separate their list by categories of products their customers have purchased, and even create a list for customers who haven’t made a purchase in a certain amount of time.