Today we’re talking about email marketing best practices to grow your business. This may surprise you 86% of consumers want to receive an email from you once a month which’s pretty incredible. But we’re obtaining too far ahead of ourselves with that.
How do we build that contact list and that subscriber list?
There’s a couple of things to keep in mind.
A couple of common ways: start with a form, fill out a form. Maybe it’s on your website? I’ve seen a lot of those. Yes, somewhere on your website, like if you want to sign up for our newsletter or be the first to know what’s happening.
You can sign up, and they opt-in. Another option, of course, is to advertise on your social media platforms.
What can you do? One that drew me in recently was a local pizzeria in San Diego, where I live. – How they do it? And they advertised, “Hey, sign up for our newsletter, and on your birthday you’ll get a special offer.” – What’s that special offer?
A free slice of pizza, sure. – Nice. I’m with you on that one. I prefer the whole pie, but so you can do about the same thing. You build your list, and you have your service, your products. You can either offer a discount or your version of a free slice of pizza.
In summary, you are providing some value to your audience. In return for paying for it, they give you their emails. That’s the price if you will. So the more value you provide to your audience, the easier and more willing they will be to give you their email to get you on their contact list.
What do we do with the creation of the actual emails themselves?
You know what? Why don’t we show an example of a company that kicks ass with the content of their emails?.
After going through all these best practices for email marketing. I received an email from Canva, and the subject line was “People heart,” so use emoji, “Quotes” period. I love the Canva email, and we noticed this is the banner to give you an example.
And then I also love the little call to action in the upper right-hand corner, “Weekly newsletter, learn and be inspired.” Kind of a subtle call to action, right? To sign up. And then, if you scroll down, you notice there’s not a lot of text, and it’s, again, very visual.
And so they have the bullet points of what they’re trying to get across to get people excited about the tips. “Be a force for change,” “Use a positive metaphor,” and “Make it visually striking”. And right below it, a massive call to action.
Why is the call to action so important in our emails? It’s super important because you should think about your email’s purpose in the first place. What are you giving your audience?
And if you’re providing a call to action, as Justin just pointed out, it’s an apparent big button, “Try it.” And then, in addition, they have these fantastic templates.
So they have some for Facebook posts, Instagram posts, and essentially if you click on that, let’s say you went to the Instagram post. From there, they give you a template to apply Canva to your business in an Instagram post.
The Instagram story also helps. It’s not a ton of word jingling because that’s when you’re going to lose the reader.
We don’t want just to read. We don’t like just to read a huge block of text. It’s cool to see it broken up into sections, bullet points, nice and easy, friendly and small to read, and a lot of visuals to keep my eyes engaged.
And then, you’ll also notice that at the bottom of the email are the social media links. So you have Facebook, Twitter, Instagram, Pinterest, and Linkedin.
So that’s a great opportunity. If I open your email and I’m a customer or potential customer. I want to visit you on other sites. Make it easy for me to do that.
So email newsletters are great for cross-promotion. One more thing I know you’re familiar with this, but you’ll notice about the social links. What do we have?
It’s pretty tiny. But it’s an unsubscribe button, but there’s a tremendous meaning behind it. The Canned Spam Act says that any email marketing newsletter you send out must contain at least two things: An unsubscribe button and a location.
Now, I recognize some of you are just solo entrepreneurs or run your business at home.
So you can put a PO Box here, but it has to be a legitimate address where you can receive mail. Because if you don’t comply with that, you’re going to spam, and we don’t want that because we know you’re a legitimate business.
I hope it helped you in creating your email newsletter campaigns. So, now you have the subscriber list. We’ve got the content.
How do we know it’s going to work?
It would help if you looked at the unsubscribes that’s probably a given. And it’s something you need to remember because it will inform you that maybe your audience isn’t entirely as organic as you thought and that you need to keep building it.
And you might also want to rethink content, which we just went into detail about what makes good content. It would help if you looked at open rates.
I know we do that a lot on the marketing team when we send out e-books and webinar invitations. Take a look at that, you know. Are they opening the emails? And if they’re opening the emails, are they clicking on your calls to action? Your links.
And I would encourage you not to be discouraged by open rates. Because with emails, it’s not going to be 90%, 100%, or 80%. Open rates are going to be pretty reduced, but that’s okay. You’ll get, I don’t know, somewhere between 10 and 20, that’s the average, percentage-wise.
Even if they don’t open your emails, they still see your headline and your company, which increases brand awareness, which increases your awareness.
Every six months or so, go in, pay attention to who’s opening your emails and who’s not, and those who don’t open your emails, isolate that list and let it sit for a while, and then remind them along the way and see if they’re interested. Measure it again, feel it out. But do it every six months.
And with most email providers that you use for your marketing campaigns, you can set up groups so that you can quickly move them into an “I haven’t heard from me yet” group, a “hot leads” group, a “cold leads” group, or however it makes sense to organize your listing so that you can finish the game. – All right, that’s it.
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