Email Marketing For Small Businesses Success
Spam Has Made Small Business Owners
Fear Email Marketing
I’m a small business owner. I’m not a
spammer. Unfortunately, spam has scared the average small business owner away
from one of the most amazing tools for engaging with their customers and prospects.
Whenever I mention email marketing to
local store owners, they would give me the look. You know that look that you
give to someone in an old grubby raincoat who's trying to sell you French
postcards. Their first inclination is to think that I'm trying to talk them
into becoming a spammer.
You know, those Nigerian princes who
never seem to have a handle on how to keep their money, so they need your help.
Over the last 20 years, selling through email has taken a nosedive in public
perception. Even if the Nigerian prince email scams still bring in over
$700,000 a year.
Although this isn't an article about
spam, I'll at least point out that the cost of email spam is going up, while
the return on investment is shrinking. Your parents or in-laws may still open
up those scam emails that are forwarded to them by their friends and relatives.
However, technology is making it more difficult for the bad guys to get in.
Sort of.
Does email marketing really work?
The real question that small business
owners are trying to ask is does email marketing really work? The answer is yes
(when done correctly) any company can see a boost in revenues through this
tool. I highly recommend it as an essential part of ongoing communication and
follow-up with prospects and customers.
An email list is one of the most
important assets a business can have. I've made the mistake myself of
neglecting my email list over the years. Cultivating a list of followers who
you can reach at the touch of a button is a marketer's dream.
Everyone complains about an
overcrowded email inbox. Yet most Internet users check their email several
times a day. People today are finding it less annoying to check and keep the
important information from their inbox. That's because spam filters are getting
smarter.
When email marketing is considered
spam.
So how do you, as a business owner,
connect with prospects by email? After all, no one wants to be known as a
spammer. What's the best way to deliver your sales pitch to people who don't
know you? My simple answer is always the same; never try to sell by email. Use
email to qualify and invite prospects and customers to check out your relevant
information outside of their inbox.
Most business owners are working on a
budget and need to figure out how to save every nickel and dime they use for
marketing. So when I tell them that the best way to use email to bring in sales
is to avoid selling by email, I get my second favorite look. It's the look of
the guy who seems to wonder how he can get away from the snake oil salesperson
as fast as possible.
I'll share with you my favorite crude
analogy. Never ask a stranger on the street to marry you and have your children.
That's far too big a commitment to thrust on anyone who doesn't know who you
are and what you offer. The same is true with marketing and sales. Sure,
spammers make a lot of money. But they don't really do much selling. Spammers
rely on numbers and psychology, it's all about social engineering and math.
Spammers use the law of averages and
economies of scale to make money. They'll send out millions of messages for
their clients. Back in the good old days, spam companies could pull in
$10-$15,000 a week selling pharmaceuticals, porn an online gambling.
Small business owners need to cultivate
relationships with likely prospects. A local tire company can send out an email
with a link to a video teaching people how to save money on gas through proper
tire maintenance. Once someone clicks on the link and watches the video, the
tire company can offer a sales pitch, once the video is done.
This type of two-step process can
offer a win-win situation. Someone who is interested in saving on gas and wear
and tear on their vehicle is more likely to click the link. Such an offer
coming to an inbox is less likely to be spam. The local tire company gets to enjoy
the kudos for helping consumers.
Consumer friendly email marketing
campaigns combined with relevant content in the links can increase brand
awareness. This type of email is more likely to be welcomed and opened more
regularly. Small business owners who focus on helping consumers will find that
their email list will continue to grow and remain effective in converting
prospects and customers.
They will not be seen as spam;
especially if they follow a few simple rules.
Be aware of the rules for email
marketing in your country. Unfortunately, there is no uniform code of conduct regarding
email marketing. Even in North America, there are different rules for sending
emails. The CAN-SPAM Act in the United States offers four simple rules to avoid
being legally considered spam. Canada has different rules for email marketing.
·
Never email to a
recipient without permission.
·
Your emails
should include a mailing address.
·
Avoid deceptive
subject lines in your emails.
·
Include an opt
out option at the end of your email.
You can collect emails in several ways
(legally) so there's no need to buy bulk email lists from shady characters in
rumpled trench coats. Including your physical address when you're a
brick-and-mortar store is fairly simple and preferable. When you work from
home, it might be a bit more problematic.
The post office and parcel companies
have now made physical addresses from their establishments available to small
business owners working from home. Internet only businesses can now feel more
secure about posting a physical address on the Internet.
Avoid deceptive subject lines, that
should be fairly easy to do in theory. Even the most innocent email header can
be mistaken for spam by the filters if they contain trigger words. There are
very specific words that trigger spam filters. Avoid them like the plague.
Unfortunately, a pretty useful word like "free "has been ruined by
spammers.
It's not that difficult to find the
latest updated list of spam trigger words. My last count was 550.
https://snov.io/blog/550-spam-trigger-words-to-avoid/. You can also use
software that will automatically look through your email copy and flag anything
that may resemble spam.
Give your email recipient ways to
opt-out. Even if they gave you permission to contact them, they should have a
way of telling you when enough is enough. If you're using an email marketing
service, this will be a built-in feature.
How to do email marketing step by step
There are a few essential differences
between business-to-consumer and business-to-business marketing, with email.
The strategy for collecting email recipients and executing an email marketing
program for B2B and B2C requires unique planning. This is because the target
audiences have different expectations and different levels of access.
In many respects, B2B email marketing
can be seen as easier to execute. Cold email marketing is much more acceptable
within the business community. Cold email refers to contacting someone who is
unfamiliar with you to start a conversation. A professional approach to an
email header may attract a business person if it seems like a legitimate
opportunity.
The more effective cold email
campaigns are more like introductions than sales pitches. The goal is to get
the recipient to take a small action toward building some kind of rapport or
relationship. They will usually link to relevant content or ask for a brief meeting.
B2C email marketing usually starts with
some form of advertising. An Instagram post or Facebook ad may lead prospects
to a free offer. Prospects will then trade their email addresses in return for
the ethical bribe. A brick-and-mortar store may invite their customers to join
their club. Customers exchange their email addresses for exclusive offers or
discounts.
Let's not forget good old-fashioned
snail mail. Direct mail is a great way to reach a local audience. Direct-mail
companies can perform micro-targeting within a specific region. A direct mail
campaign that offers an online invitation can be a great way to reach very
specific people in a local region or neighborhood.
One of the least effective ways (but
still effective) to gain email addresses is a sign up form on your website. The
reason I consider this one of the least effective ways, is because most small
business websites really don't get a lot of traffic. The worn-out adage
"If you build it they will come "has led to the downfall of many
Internet aspirations.
I often recommend that small business
owners establish a framework or template for their email marketing program. Not
only should it include online advertising, there should also be in-store
promotions for brick-and-mortar stores. These specific avenues for generating
email leads can be cost effective and in the end pay for itself.
What are the benefits of email marketing?
I'll warn you that there are quite a
few moving parts to email marketing. If you're a busy entrepreneur and you want
to establish your own campaigns and set up your own email system, you'll spend
a good chunk of time navigating the ins and outs of the progression. The good
news is there are many apps available to help you through the process.
Here are my top 10 benefits of small
business email marketing that you can post on your wall when things get really
stressful. Well-executed email marketing campaigns can:
·
Help you build an
enormous following for your brand.
·
Offer you a
valuable marketing asset that keeps paying for itself year after year.
·
Promote brand
loyalty while helping you build authority in your market.
·
Put your business
in a global arena.
·
Offer you a
cost-effective entry point for marketing and promotions.
·
Be your go-to
resource for market intelligence gathering.
·
Help you develop additional
income streams.
·
Open two-way
communications with customers and prospects.
·
Easily be
measured for effectiveness.
·
Give you a
glorious return on your investment.
What is the best time of day to send
email marketing?
Most of the research done around email
opening statistics has concluded that early morning email delivery offers the
highest open rate. Emails delivered between 9: AM and 11: AM, Monday through
Friday seem to do well. Open rates can go as high as 22% with equally high click-through
rates.
However, it's not that simple for
everyone. Your best bet is to test your emails for your market. You may find
that certain days are more effective than others. You also need a tracking
system within your email client that will allow you to generate reports.
Remember that the effectiveness of
your emails will also depend on the quality of your subject lines and the
content of your email. Your email marketing campaign must be congruent with the
rest of your marketing strategy in order to be effective. All components need
to work seamlessly together.
In order to discover the best metrics,
you may need to do some homework. Keep in mind that the reason for crunching
the numbers is still about converting prospects into customers and gaining more
sales. It's easy to get bogged down into email open rates and the best times of
day to distribute them. Keep your focus on results.
Is email marketing content marketing?
This brings me to another important
point that I bring up with small business clients. Email marketing is at its
most powerful when it's combined with effective content elsewhere. Your
marketing strategy should include a content marketing component. Every business
is unique and the content you create will depend heavily on your market. If most
people in your market gravitate more toward podcasts, you need to focus on
podcasting first.
Content marketing is basically
delivering your message through the media preferred by your target audience.
It's unnecessary to be all things to everyone. Small business owners don't have
the time or resources to be everywhere. Pick one or two media sources and be
consistent about delivering your message.
Use email marketing to drive traffic
to your medium of choice. Use advertising to build your email list. Convert
your prospects through your content.
Start by defining your target audience
and do some research to uncover where they hang out on the Internet. Look at
who they admire most; who they follow online and who are the biggest
influencers for that demographic. This will help you determine which media
sources will be most appropriate to deliver your content.
How to use email marketing for
business?
How can small businesses use email
marketing to boost lead generation? One of the most innovative ways I've seen
this done is the tell-a-friend program. A local gym in my town had a bright
idea for increasing the sign-ups of seniors. They built an entire campaign
around the idea of bringing a friend for 2-for-1 membership. What was special
was the demographic they pitched to offer to.
"Older adults are more likely to
stick with a group exercise program if they can do it with people their
own age, a new University of British Columbia study has found. Working out with
peers of the same gender doesn't seem to make a difference, — it's the age that
counts." According to sciencedaily.com.
It was billed as a three-month trial
offer. At the end of the term, both members could get a discount on continued
membership by bringing in more friends. Since they signed up to specific group
activities, they get to take part with other seniors regularly.
Another study points out the
importance of peer influence on sticking to an exercise program. "The people you work out with can influence your
interest in sticking to a fitness routine. A new study suggests that it pays to
exercise with people of your own age group." This one is from the
University of British Columbia.
The senior discount program was a
gigantic success because it allowed for a trial period with a discount offer
for continued membership. The seniors not only had more faithful attendance
than their younger peers, they could build new friendships and benefited from
the social atmosphere of the health club.
Email marketing played an important
part in the follow-up and retention rate of his clients. Emails with information
relating to fitness and longevity were posted three times a week. The posts
included links to his YouTube fitness and nutrition channel; leading to content
specifically designed for seniors 65 and over.
Since the links specifically contained
material that was important to his target audience, this led to greater
engagement. He also experienced increased open rates for his emails. This is
just one example. The opportunities are limitless when using email marketing
for small business success.
Which email marketing service is the
best?
You're now convinced that email
marketing is a great way to share your message and build a relationship with
prospects and customers. Now, you're probably wondering how do I choose an
email marketing platform or the right email marketing software? The right
answer is going to depend on a few requirements.
You'll need to consider response
handling and automation based on the quantity of emails being sent every month.
Since you're not a spammer, and new to email marketing I'll venture to say that
you'll probably look at reaching less than 2,000 people each month initially.
Most small business owners will
usually end up with an email list of 2,000 or 3,000 respondents. There probably
won't be any need for sophisticated automation up front. However, if you're
using a CRM (customer relation management system) it's important to ensure that
your email platform integrates well with the software.
The same is true if you're using sales
funnel software such as ClickFunnels or Infusionsoft. There is no need to over-complicate
things. Be sure that all your components are compatible. Your email delivery
system should work across all platforms and devices. More people than ever
before are using their phones to read emails. Therefore, your delivery system
should be flexible.
There are many great email marketing
automation tools out there. Invest a little time in testing out a few, since
most come with some initial 30-day money-back guarantee. Take a few courses on
email marketing even if you're turning the process over to the pros. You'll
want to develop the practical understanding of the system.
So, if you are a small business owner
and some guru or marketing consultant mentions email marketing, you won't
flinch reflexively. You have a working understanding of the power of the tool.
Now, go forth and communicate with your prospects.