Why Small Businesses Should Adopt Purpose-Driven Marketing

by BBB Staff | Mar 12, 2020 9:31:23 AM

Email is one of the most effective marketing techniques for small businesses. There are currently 3.9 billion active email users, and according to The Inbox Report, over 24% of Americans check their email multiple times a day.

A combination of
competition on paid social marketing and constant algorithm updates on social
platforms now determines what content users see. This is why email is a great
way to market to people who want to listen to you. It's an excellent way to
promote new products and ask questions to get more information about what your
customers like. You can also create a stronger customer-to-business
relationship by providing consistent, engaging, and relevant content.

There are many websites and email platforms that make it easy to organize your contacts and to set up email campaigns. And there are certain things a small business can do to help improve its mail marketing. The average email open rate is only 17.92%, so your email must provide value to your customers to keep them from hitting the unsubscribe button. Here are 7 of the best practices for small businesses that conduct email marketing.

1. Create a newsletter

Newsletters are a great
and consistent way to connect with your customers. You can create a layout
template that can be used every time you want to run a new campaign. This is a
great opportunity to share new products as well as any exciting news your
business has coming up or any press or recognition you've recently received.
You can even share popular posts of the week from your social accounts or a
photo of a customer using or wearing your product. This is an opportunity to
show a more three-dimensional picture of your company. The consistency also
gives customers something to look forward to each newsletter.

2. Make customers feel

Customers have become
very aware of when they're being marketed to on social media. This also applies
to email, so do what you can to make them feel special. Small businesses should
help to create a sense of community between their customers and their business.
Make customers feel special by referring to them by their first name in email
campaigns. Write the text as if it was directed to one individual instead of an
entire list. And offer value, whether it's a discount or a giveaway contest. If
customers know there's a "gift" inside of your emails, they're more
likely to not only open your message but also read it.

3. Don't spam

You need to have
permission to email every person on your email list. Don't buy email lists, and
don't send emails more than once a week. It's okay if your email list isn't big
to start; it's more important you build it right, with customers who want to be
a part of your brand culture. If you need ways to build your email list,
consider running a contest on social media and also offering customers an easy
way to sign up both online and in your physical store if you have one. Think
about why you're emailing your customers.

4. Make sure you time
your emails

Sending an email at the
wrong time has the same effect as posting something on social media at an hour
when your followers aren't online. Email is more sensitive depending on the day
of the week. You also need to be conscious of public holidays, when people will
likely be away from their email for longer periods than normal.

5. Format for mobile

Almost 47% of people in
America open their emails on a mobile device. Make sure that you are designing
for this specific medium by optimizing photos and videos. Also, pay attention
to the overall design, especially that graphics are displayed clearly.

6. Run a drip campaign

Drip campaigns are email messages that go out whenever a subscriber performs a certain action. They could have signed up for your email list via your website and maybe you want to send them a welcome message. Or maybe they've purchased in your online store and you want to send them a thank you. These are easy to set up, and some companies have seen a 20% increase in sales after using drip campaigns.

7. Short and engaging.

Try to have a clear
reason every time you send out an email, so it's easily digestible by the
reader. Correct spelling and clean design will go a long way to making a
lasting impression. Also, make sure that attachments are actually attached and
that hyperlinks work correctly. These are things that can help make a great
impression on your customers every time.

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