Improving Email Marketing For Small Business
The process of email marketing for small business may not always provide the kind of results that you, as a business owner, were looking for. Sometimes, you send out what you think is the best email marketing campaign ever but the response rates fall way short of expectations.
Email marketing for small business can be improved with a little bit of analysis and research.
It is important to gather statistical data during your campaigns. With this information and a few creative segmentation strategies, your email response can be enhanced a great deal.
Segmenting Email Marketing For Small Business
The 3 common problems faced with email marketing for small businesses are:
- Those who deleted the email without even opening it
- Those who opened the email but did not read it or click on the offer made
- Those who read the email, clicked on the link provided but did not take any further action
1. Email Deleted and Not Opened
The biggest section of recipients are probably those who never even open the email. It is very possible that at least 50% of readers deleted it before opening it or discarded it as junk. To improve the response rates of these readers, you should segment these as a group and change the subject line of the email, and the sender‘s name and address. You‘ll find some of the changes work better than others, and that some of the non-openers to the first message have opened up the new message based on a single and possibly simple change.
Perhaps this change lies in a new appeal in the subject line, or perhaps it’s due to the message coming from a living person instead of a company. Record and save those variables and continue to test and fine-tune them with each subsequent campaign.
2. Email Opened But No Action Taken
The next segment within email marketing for small business comprises of readers who opened and read the email but were not interested enough to click on the offer and go to your website or landing page. This segment may also be pretty big. It is very likely that most of these readers may have read a couple of lines at the beginning of the email and then deleted it.
The best possible remedy in such cases is to analyse the copy within your email —does it say enough to make people want to read further? If not, reformatting or reworking the introductory copy and headline may be all it takes to increase your clicks.
3. Email Opened, Link Clicked But No Action Taken
Finally, we have the last segment comprising of readers who actually opened the email, read the copy and were interested enough to click on the link within the email. However, their interest disappeared after they clicked the link and they chose not to go any further. In email marketing for small business this will be the smallest segment.
Here, you need to take a hard, objective look at the page where you are sending your readers. Something is clearly missing or is not being communicated properly. Does the offer remain clear? Is it too cumbersome or too long? Can you revise it for purposes of having these potential customers complete their first transaction? To improve success with email marketing for small business, test different landing pages with different segments to see which convert best. It’s all about getting potential customers over that hurdle and making that first commitment.
Considerable time and effort may be required to enhance email responses. That said, these efforts will be worth it when your email marketing campaigns starts to provide better results.
Effective Email Marketing For Small Business
Effective email marketing for small business is achieved with automation. As your email database grows, you will need software to automate the process as it will become impossible to manage your database manually. AWeber is generally acknowledged to be the best email software for small business. You can easily import your existing customer database into AWeber without having to ask the people on your list to re-subscribe and its simple to integrate with your website, social media and RSS feeds. For a free trial of AWeber’s email marketing for small business visit the Official AWeber Website.