5 email marketing tips for beginners
It doesn’t matter whether you are running a small e-shop or a huge online store, email marketing is a key to success in ecommerce. SEO, social media and content marketing works well for your business to be discovered, but when it comes to getting actual sales, email marketing is a king. For small business owners email marketing may look very sophisticated and time-consuming. Luckily, there are tools like Soundest to make it easier. Combining it with some core principles, you can achieve great results. Sounds good, but what to start from? Let these tips to be your guide:
1. Build high-quality mailing list
The success of your newsletter campaigns depends a lot on who is on your mailing list. When growing your subscribers’ database you should focus on quality, not quantity. It means that a long list with contacts who are barely interested in your products or even not know your brand at all won’t bring the desired results. Subscribers who find your message relevant are more likely to respond to your newsletter.
There are several ways how to grow your mailing list and keep it high quality. First off all, you should definitely include customers who have already purchased from you - they are likely to do that again. But how to acquire new customers? Some of them may voluntarily subscribe through sign up boxes on your website, you can also encourage new visitors to do so by displaying promotions, for example, additional discount code for new subscribers.
2. Set the right sender’s name
Identify yourself by including the name that appears in the “From” line. It gives you credibility and builds awareness. Set it as a name of your store and eventually this will help you build immediate recognition when your newsletter drops into recipient’s inbox.
3. Make a good first impression with a subject line
Your goal is to make a recipient curious enough to click and read more. Otherwise he or she will just ignore it and your email will end up in a trash bin. You can make the first impression only once, so be sure to make a good one. Add some intrigue into subject line or clearly emphasize the benefit. The most important thing is to avoid abstractions and to be specific instead - let them know what to expect. Also try not to write too long subject lines, because it might happen that only part of it will be visible in the inbox. The optimal length is between 10 and 35 symbols, but take it is as a reference, not a rule, and discover what works best for you.
4. Add engaging content
You have only few seconds to catch recipient’s attention after the email is opened and unique content can make it happen. Once again, we come back to the importance of relevance - show new products and special offers which your audience might be interested in. Content must be information-rich and bring a special advantage the customer gets by receiving your newsletter.
5. Keep an eye on rates
Email marketing systems do the “statistics part” for you. You can see how well you’re doing according to open, click and unsubscribe rates. If your email got opened by 12-18% of recipients - it’s already good (if the click rate varies between 4% and 6%). Speaking about those who unsubscribed, well, it’s always sad to lose contacts. Otherwise, losing those who are not interested in your business just improves the quality of your mailing list.
About The Author
Rytis Lauris is a digital marketing expert, specializing in email and e-commerce marketing. Rytis is co-founder and CEO of Soundest. Soundest is an easy to use and free email marketing solution for small and medium e-commerce sites. It works out of the box due to its deep integration within e-commerce platforms. There is no need to code, design or build anything in order to use the service.