Here at OnBrand we’ve been having a lot of conversations about emails. It started with the fact that someone in the office got an email addressed to “Dear <insert name here>”. Huge error!
So, we thought we would put some top tips together for small businesses when it comes to email marketing.
We know that email marketing can be massively successful, can start to shift those warm leads into hot prospects and retain existing clients to ensure you can increase loyalty. The aim is to create a positive connection between the customer and your brand and to consider customers at all stages of the buyer’s journey.
So, let’s take a minute to talk about the top 5 Golden rules of email marketing that you need to consider when developing a campaign
Rule number 1: Ensure all emails are personalised
We’ve already mentioned that there is nothing worse than getting an email addressed to “Dear <insert name here>”
OR worse – your name is spelt incorrectly
Rule number 2: Be targeted and relevant to each sector
There you are, going through the morning email and you open one (addressed correctly so you know it’s for you!), but find out that the content, at best, is totally unrelated to you. At worst it could be inappropriate and even offensive.
Rule number 3 : Content, content, content!!
Following on behind the heels of relevance is content engagement – the ultimate goal is for the email to be open and read but it has to be targeted and tailored.
The more interesting, relevant and diverse the content, the more likely your chosen group will engage with your business.
Rule number 4: Be realistic
Email marketing on its own is very unlikely to fundamentally transform your business. Be realistic with what messages you are going to send and how often. Think about what you want to achieve from this, how you will follow up on open rates and what the message strategy is moving forward
Rule number 5: We learn from our mistakes
In line with rule 4, look to create a multiple message campaign strategy and test a variety of creative solutions and message hierarchies for example
– Subject Line
– From Line
– Body Copy
– Day of Week Delivered
– Hour of Day Delivered
If you’re not sure where to start, here is a starter for 10:-
A survey or poll
Recent studies relating to their business
Updates on your blogs and guest blogs
Updates on new products or developments
Loyalty schemes and refer a friend
Favourable articles about your business
News from the top
Behind the scenes look at the company
Information about any loyalty schemes
OnBrand are a full service marketing agency helping businesses develop their brand, find new customers and communicate effectively
Contact : Daniel@onbrand.co.uk
LinkedIn: OnBrand Group