If you’re a small business owner, you should know that email marketing is just one of many ways to engage customers and ultimately lead them to purchase a product or service.
Building and maintaining a healthy email list is important in learning more about your customer base and generating potential new business. If your business has not explored or maximized the possibilities of email marketing, here are some tips from the SBA.
Get permission – First and foremost, your email marketing campaign or listserv should have the option to opt out of emails. Subscribers may have their reason for removal from your list and to capture their explanation, add a comment section before they officially remove themselves. By having permission to be in the electronic inboxes of your customers, you can better target content and offerings to be the people who want to remain on your list.
Incorporate seasonal trends – If weather or the time of year affects your sales or potential new business, tailor email marketing accordingly. For example, if you manage a summer camp for teens, then you may target different groups to include school staff, parents, and community officials to inform them of your offerings, cost and availability. A common example of seasonal emails is small businesses and big brands using holidays like Thanksgiving and Valentine’s Day to generate sales and customer interest about their products and store specials.
Integrate marketing as part of an entire plan – A small business may not have a lot of marketing resources but to maximize your efforts, it’s important that email marketing and subsequent campaigns are connected to other business goals and marketing objectives. Think about social media, advertising, events, SEO, and other strategies that can work in tandem with your email marketing.