Email marketing through newsletters is an effective and
efficient way for small businesses to reach out to their customers without
needing to dip into funds that could be used elsewhere. Newsletters are straightforward,
easy to access and make your business intentions clear. However, small
businesses often miss out on the potential gain, neglecting their newsletters
after a short duration because they are failing to see results.
There are several ways in which you can boost the success of your email marketing potential. Priority is having a solid and engaged list of subscribers who willingly put their names down to receive promotional material from you. Invite people to subscribe wherever you can, including subscription forms on your social media page, your website, blog and even on your email signature will help to attract existing customers to sign up, but it is important to keep the form simple; a name and email will suffice.
Let your subscribers know what they will gain even before they sign up. Offer them an incentive by offering promotions, rewards and special discounts (but make sure you keep your word).
If you’ve told your prospective subscribers what they will receive, make sure to deliver on your promises. Create a stunning, brand-loyal newsletter that can be used consistently but one that is also flexible. Make sure that with a quick scan, readers will know what you are offering and what your intentions are.
To be more selective about the type of content your subscribers receive, many providers like Mailchimp allow you to categorise your subscribers into groups. Sort them by business, age and other demographics and target different newsletters to different groups according to their interests. Within your newsletter do not shy away from being personal and friendly, but make sure you have a goal in mind. What are you trying to communicate?
The most important is to keep your newsletter regular and engaging. Set a fixed date every few weeks or month and send your newsletter at a regular time, and users will learn to expect it.
Once you have sent your newsletter, it is crucial to be able to monitor it. Most services offer free reporting, allowing you to determine your open and click rates and to identify key patterns, such as the user groups who engage most and those who could do with some more persuading.