Email marketing is a proven method for effectively communicating your brand’s message with recipients. Offers and promotions are the types of emails that are welcome with current and potential customers, but there is much more involved with creating successful Email Marketing Campaigns. The content of your email must entice a person to take some sort of action, regardless of if you are simply driving traffic or promoting a product or service. But why is actionable content so important, and how do you create it? Read on…

Segmentation

Creating segmented email lists is very important and if you aren’t taking advantage of the demographics you have access to, you’re probably not seeing the results you desire. Most email marketing services provide valuable data to users that will show you things like email open rates, click-through rates, the time of day that an email was opened, and even things like gender and the types of products that your recipient has purchased from you in the past.

Building segments requires planning and knowledge related to the tools available to you within any given email marketing software; your website, shopping cart, and customer relation databases usually have tools that integrate with email applications also, so you’ll need to work with someone who understands how to properly utilize the available tools.

Once you begin to understand the concept of email address segmentation and building lists, you’ll be able to tackle the goal of creating the most valuable content possible as it relates to your recipients. Running different email marketing campaigns at the same time is a very common practice among marketers, and it allows for small businesses to see better success rates from email marketing.

Content Is Always King

The concept of segmentation is important, but your top priority with email marketing campaigns will always be to create the most engaging and valuable content that you can provide to recipients. The types of content that you need to create will vary depending on your industry, but there are some key concepts that follow through with any type of small business.

1. Keep your email copy as concise as possible. People don’t typically enjoy reading long emails, and even with things like newsletters, you can use tactics to entice a recipient to read a few lines of your copy with the goal of having them click a link to read a full version of your copy that is hosted somewhere online. Having strong valuable content that doesn’t overload a reader is key.
2. Good calls to action are extremely important and will make or break your campaigns. Crafting strong calls to action require special finesse within the scope of email marketing and you’ll need your actionable copy to stand out from all other text in the email.
3. Consistent branding is always important. Your customers and potential customers are more likely to interact with your email when they know what its purpose is. The most successful emails will typically utilize a header that has a logo or other company information, but you need to make sure that you keep graphics and colors to a minimum whenever possible.
4. Stay legal. Your recipients always need to know where the email you sent is coming from, how you came to send it to them, and how they can unsubscribe from your list if they so choose.

These very basic concepts can really help you begin to see a higher rate of success with your email marketing campaigns. When you understand how to create the types of content specific segments of recipients want to receive, you are well on your way to achieving better open and click-through rates.

The SmallBizRising Blog is designed to be an educational content hub pulling information, best practices and practical advice for the small business owner and features topics including accounting, marketing, technology and more.  Be sure to subscribe to stay up to date with new content as it is posted.  The blog was created by The Neat Company and receives contributed content from a group of contributing companies that provide technology, services and solutions to small businesses.

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