Email Marketing as an Investment

email-marketingFor small businesses on a budget, it can be a challenge to get your message out to customers without breaking the bank. And since existing customers spend 33% more than new, you need an easy, affordable way to stay connected with your customers to keep them coming back for more. The most cost-effective solution is email marketing. For just a few cents per message, you can send attractive, professional email campaigns that drive customers back to your business. And with an ROI of over $40 for every $1 you spend*, email marketing as an investment does pays off.

Here are 5 key tips for getting started:

1. Build your email list

Green subscribe nowFirst things first: Avoid buying email lists. Not only is it unethical to solicit people who didn’t ask to receive your emails, but using anonymous lists could get you flagged as a spammer and barred from using most email marketing services.

Instead, start collecting email addresses through a sign-up form on the home page of your website or blog, or add an email opt-in on your check-out page. You can also add a sign-up form to your Facebook® page, and tweet the link to your form to your Twitter® followers. Are you attending a conference or event? Put a sign-up sheet on your table to collect email addresses from interested attendees.

Another great idea is to customize your email sign-up form. If you give subscribers the ability to provide their demographic information or their interests – such as special offers vs. company news – you can send segment your email list and send more targeted messages to more specific audiences.

Building up your email database takes time, but it will become one of these most valuable assets you own.

Quick SolutionsQuick Solution: Road2XL Express Email Marketing® includes professionally designed quick start email templates, and a built-in sign up form that you can easily add to your website and Facebook page.

2. Craft your message

sale final dayNow that you’ve collected a solid subscriber list, you’re ready to create an email message that intrigues, inspires and motivates. But where do you start? Here are just a few ideas:

  • Offer exclusive sales and discounts.
    Example: Members only: Save 40% today!
  • Send professional insights, advice, and recommendations.
    Example: Boost non-profit donations with these tips from the industry’s best.
  • Keep subscribers up to date with a list of your latest events.
    Example: This month only: Kids eat free every Friday from 4:00 to 7:00!

Of course, getting your message opened is the first step. On average, you have between 40 and 60 characters – and about five seconds – to capture your readers’ attention, so your choice of words is critical. Here are a few tips on writing awesome subject lines:

  • Read all about it! Highlight the most important facts of your message in a few words – just like a headline in your local newspaper.
  • It’s a numbers game. Late night TV. comedy doesn’t own the Top 10 list! Give your customers a “Top 5” or “Top 7” and watch your open rates soar.
  • Make it special. Tempt recipients by incorporating time sensitivity and exclusivity in your subject. “One day only sale!” or “Private Sale: Just for You” are more likely to entice customers to click.

3. Share your message

Email_social_mediaNow that you’ve crafted the perfect email, expand your reach by posting it on Facebook®, Twitter®, LinkedIn® and other social networks. Social media is a great way to start a conversation with your customers and show people who haven’t signed up to your email list what they are missing. You can also add social media icons to your email messages, encouraging your subscribers to follow you on these popular social sites.

Tip: Include a “share” button or “forward to a friend” link on your emails so recipients can pass them on to friends and family

4. Now test it!

Discover how to best connect with your target audience by testing your campaigns. Experiment with different designs, headlines, offers and content placement to see which versions get a better response. Switch out the images in your campaigns, add and delete links, use different subject lines for the same email and see which generates more opens. Soon, you’ll intuitively build better campaigns based on your test results.

5. Analyze your responses

Once you’ve sent a few email campaigns, you’ll have the feedback you need to discover how your emails are performing.

Are your open rates where you would like them to be? Depending on the type of campaign you send, “average” open percentages are 16%^, but this fluctuates greatly based on industry, type of offer, how often you send email, etc. The next challenge is to get readers to click back to your website. Average click-through rates are around 7%^ for email. Set your goals based on the average in your industry, then test and tweak your message to try and surpass it.

Take a look at your links. When you discover what and where your customers are clicking, you can customize link placement for better results. Collecting and analyzing demographic information lets you send targeted campaigns to highly specific groups with specialized interests.

Interesting Fact: There are over 3.1 BILLION email accounts worldwide.1 That’s a lot of potential customers!

Most importantly, remember that there can be too much of a good thing. Because email marketing is so easy and affordable, some companies tend to flood their subscribers’ inboxes. This can often create the opposite effect; your emails become so pervasive that customers either stop paying attention, assign your emails to their Spam folder, or get irritated and unsubscribe. So be smart, follow the tips above, and watch your business blossom.


* Focus Research Study Marketers’ Benchmarks 2011, A Survey of Marketers’ Priorities & Challenges, Focus, Inc., May 2011.

^Source: Direct Marketing Association (DMA), *Response Rate 2012 Report, June 14, 2012.

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