5 Smart Email Marketing Tips for Your Business

Editor’s Note: This is a guest post by Yo Noguchi previously published at NairaBrains.

Every small business owner understands the value of building relationships with customers but many get lost when it comes to building relationships with the potential customers.

As a business owner, it’s important to know that success in marketing is all about timing. The optimal time for a business to sell a product or service to a customer is right when they need it.

A special report featured by MarketingSherpa offers valuable insight into how small businesses are using email marketing effectively. Their findings are based on a survey the company conducted across 2700 email marketers and shows some distinct trends in the use of email marketing across small businesses.

The number one objective, ranked at the top by 80% of the respondents, was list growth and subscriber retention. Simply stated businesses want to build better relationships with more prospects.

This isn’t surprising because business is simply about the law of large numbers; the more prospects you have in your pipeline, the more sales you have. However, the findings show that the collective attitude about list building seems to be undergoing a rather significant shift, leaving small business owners wondering whether quantity or quality, is more desirable.

The quick answer is that a shorter list of high quality subscribers beats a giant list of random opt-ins any day of the week.

Follow the 5 B’s below and build the right kind of buzz for your business.

1. Be customized

Businesses go to a lot of work to attract subscribers and get potential customers to opt-in to their offerings. Don’t waste that effort by treating every one of those prospects as if they are the same.

Erase the concept of one-size-fits-all from your email marketing mindset. In order to replicate that real-time relationship, your subscribers need to feel like you are talking directly to them and only to them.

Amazon and Pandora are two companies that do that well in email marketing, segmenting subscribers by interests and emailing them relevant offers and information. Don’t just have one email newsletter, have several, customized to meet your prospects’ and customers’ needs.

2. Be choosy

Just like how the customers you are hoping to attract don’t want to feel like they are just anyone, you don’t want them to see your company as just any company. Choose the right content and spark a conversation.

Conversations lead to conversion. Choose wisely.

Strive to add value, give people what they want, and don’t spam.

3. Be strategic

The most successful email marketers set goals and develop strategic plans for achieving those goals. Understanding how your email marketing strategy fits into your marketing strategy will also help you stay on track.
Know exactly what you want to accomplish ahead of time.

4. Be tactical

Once you know what you want to accomplish, the next step to email marketing success is all about tactics. Knowing which tactics inspire prospects to opt-in and remain engaged is one of the foundations of using email marketing successfully.

Know which tactics your audience responds to and which ones turn them off.

5. Be clear

There is a lot to be said for clarity, especially in communications. When you are asking a subscriber to opt-in to your offer, make sure they know what they are getting, how often they will receive it, when they will receive it, and why they want it.

Don’t assume anything. Make sure your email communications answer your subscribers’ questions.

If you’re looking to increase your pipeline in 2013, email marketing is still one of the best tools in your marketing toolbox. Use it well and reap the benefits.

Yo Noguchi. Yo is an experienced freelancer, guest blogger, and frequent contributor to a blog hosted by Benchmark Email, one of the world’s global provider of free email marketing.

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