8 Email Marketing Tips to Benefit Your Business

by | Feb 5, 2013

Each year, the question remains the same: “What changes does this year hold for email marketing?”  The answer continues to evolve as technology changes and improves at a fast pace.

However, one thing remains certain: the use of email marketing is an essential part of the success of your business regardless of the size. Use these tips for email marketing success this year:

Never stop building your list.

A staggering 91% of consumers have unsubscribed to opt-in marketing emails.  Nearly 33% of your subscribed email addresses are lost every year due to a combination of email address changes and those who opt out.  With that information said, focus on building your email list every single day.

Devise emails for mobile phones.

Statistics show that 38% of emails are opened on a mobile device, making more emails read in this way than on a desktop computer.  Anyone can see that this trend should not be ignored.  Design your emails with mobile phones in mind ensuring the message is easy to read on the screen.  This includes less and more direct text and a layout slimmer in nature.  If the message is easily read on a mobile phone, then it will be easy to see on a computer screen.

Share a newsletter rich in value.

Marketing via email is not going to go away, but the subscribers on your list might if you do not deliver valuable information.  Always make sure your newsletter content is interesting.  Chances are, if you do not find the content worth reading, neither will your subscribers.

Emailing newsletters is beneficial in an abundance of ways, but one of the best is that the content increases awareness about your offers.  Sending the same standalone email sharing the same promotion time and again is redundant, boring and even may annoy your customers.  But when included in a newsletter that is packed with interesting information, an offer is never dissatisfying.

Include visual content.

A marketing email is not for the written word alone.  Right now, videos, infographics and images all attract consumers’ attention in a big way.  These content avenues are an easy way to add some pizzazz to ordinary emails and engage your subscribers.

Pique the interest of inactive subscribers.

This is a challenge that has plagued email marketers from the origination of this marketing method.  Inactivity wastes both your time and money.  Studies show that the longer a subscriber is on your list, the less interested he or she becomes in your communications.  Strive to re-ignite the fervor in the subscribers who are inactive, but have yet to unsubscribe.  It is easier to hold onto and excite your current customers than to acquire new ones.

Subject lines are everything.

Of adult internet users, 92% maintain one or more email accounts and 72% check their inbox at least 6 times per day.  With that being said, this means your subscribers probably see the email from your business in his or her inbox.  How can you ensure they open your message? Select the words for your subject line carefully.  The subject line is the gateway to your email, so it has to be enticing.  A content-rich email is not beneficial if your subscribers simply press the delete button without bothering to read the message.

Combine emails and social media.

If there is any tip you decide to implement immediately, this is the one to select.  With the explosion of social media, email marketing is changing.  Social media is has the ability to connect people.  Take advantage of this perk and add social share options to your email messages.  Not only does this increase engagement, it also helps others see your message and hopefully increases awareness of your business.

Promote with transactional emails.

Transactional, or activity-driven emails, are sent to subscribers following a transaction or other form of website activity. After a purchase, a service request, a visit to your website or a dropped basket, transactional emails are a great opportunity to reach out to your subscribers and promote an offer.  When someone is emailed based on his or her activity, you increase the likelihood of a better response and ideally, a sale.  This form of promotion is becoming more and more popular.

Email marketing is a cost-effective method of creating positive connections with your customers while solidifying their loyalty to your business.  This method of marketing is a tactic that is proven simple and advantageous.  Base your email marketing tactics on consistent, rich content and integrate social media for added business success this year.

Megan Totka is the Chief Editor for ChamberofCommerce.com.  ChamberofCommerce.com helps small businesses grow their business on the web.  Search the Chamber directory of over 14 million businesses nationwide.