This is Part 2 of our list of best practices for small business email marketing. Using email marketing for small business is a little different from other types of email marketing. Your customers expect a different type of relationship from you.
Click here to read Part 1 if you missed it. It contains points 1-5.
Best practices for small business email marketing: Part 2
6. Plan how you’ll use the data from email marketing.
Sending these emails is going to result in a lot of valuable customer and audience data. How are you going to review and use it all? Make sure you have viable plans in place for analyzing and taking action from the email marketing data you receive.
You’ll want to export and download each mailing’s results and metrics, then come up with a plan for prioritizing, organizing, and analyzing those results.
7. Select design, content, and promotions that appeal to your audience.
If your audience is made up of people in their 30s and 40s seeking investment information, your email design and content will be very different from a company whose audience consists of 20-somethings who are into fashion.
Every font, design component, color choice, topic, and subject line you create should be appealing to your audience, and if it’s not, it needs to change.
8. Plan and schedule each mailing at least one week in advance.
Get into the habit of creating your campaigns one week in advance to keep the process moving along efficiently. Giving yourself a clear deadline to have the campaign completed and scheduled by will keep you on track and help you plan your strategy and campaigns more effectively.
One exception: Newsletters and emails containing breaking, event, or industry news.
9. Optimize send times to increase open and click rates.
Your audience will be scattered around the country and globe, so there isn’t one perfect time to send your emails. However, there are proven best practices for send times, and if you aren’t sure when your audience responds best, it’s wise to start with those. Keep the infomercial effect in mind as you decide when to send your emails out – during high-traffic times, like Monday mornings and Friday afternoons, emails flood your audience’s inbox.
Yours is likely to get lost in the chaos if you send during popular times. Instead, send during times when your audience is likely to check their email due to a lull in their day – mid morning, middle of the week, late evening – and your email will have 100% of their attention.
10. Ensure emails fit within brand guidelines and style.
Using your company’s logo, color scheme, motto or slogan, and other visual branding characteristics, you consistently familiarize your readers with your brand and what makes your company unique. They begin to associate that particular shade of blue from your logo with your company. They start to know you for your sarcastic-but-funny newsletter opening lines.
With the right execution, small business email marketing is a powerful way to enforce your brand’s principles.