Getting a message across to your potential customers has never been easier than with email. Email marketing is the perfect way to communicate with those who are already interested in your brand.
Email marketing is an accessible and affordable way to connect with your audience in order to promote your brand and increase your sales. There are numerous things you can do with email marketing, like promoting a deal, providing information on new products or services, or sending a newsletter. There are two categories that your emails can fall under—promotional and informational.
Promotional emails are a great way to advertise a specific deal or special offer, a new product or service, or an upcoming event to your audience. These usually are a part of a campaign, consisting of 3 or more emails sent over a period of several days or weeks. They should have a clear call-to-action, clearly directing the consumer to take action, like visiting your website or making a purchase. The goal is to make it as convenient as possible for them to do business with you.
Informational emails convey crucial new information to your email list, as the name implies. These typically take the form of newsletters scheduled on a weekly, bi-weekly, or monthly basis. They're a great way to keep a consistent form of contact with your email list even when you aren't promoting anything specific. Informational emails are an opportunity to share thoughts, tips, company announcements, or anything you feel will bring value to your audience.
Email may not be new, but it's still one of the most effective ways to reach your audience. People use email more than any other platform, including social media. According to Fluent Inbox Report, 80% of Americans check their email at least once a day, with nearly a quarter of them checking their email several times a day.
With email marketing, you can also be assured that your messages are being received. You don't have to rely on an algorithm like you do with Facebook or other social media posts. If you send an email, it's sure to arrive somewhere in their inbox.
Sending frequent emails also creates brand awareness and customer loyalty for your business.
By consistently putting yourself in front of your audience, you're reminding them that you're still around and are generating even more interest in your products and services.
There are so many ways you can get started, but here a few things to begin with:
Build your list
To send emails, you need a list of people to send them to! The best way to get subscribers is simply to ask them. Place a banner or a sign-up form on your website or social media as a quick way for visitors to add themselves to your email list. Offer them an incentive in return, like a percent-off coupon or a free gift, and watch your email list grow!
Find the right platform
When picking where to send your email campaigns from, there are many platforms out there to choose from. Some of the most popular include Mailchimp and Constant Contact, but a Google search for "email marketing" will give you a wider variety. Try out a few to compare them and choose the one that works best for you and your goals! (Psstt...did you know FSN offers email marketing made specifically for florists?)
These platforms should provide you with templates for your emails so that you can keep them well-designed and clean without having to put in a ton of effort! Change the colors to match your brand, add your logo and information, insert your content, and you'll have a nice-looking email.
Write your emails
Figuring out what to say in your emails can be intimidating, but it's the most important part! As you're writing, imagine you're speaking to one person. What do they want and need to know? This is a chance to show your brand's personality, so be sure to let it shine! You can be funny, informative, sophisticated—whatever best fits your brand's tone—but keep it easy to read and conversational.
Make sure your contacts actually want to read your emails by instilling curiosity so that they will click your links to get more information from your website. Emails are more likely to be read when you keep your information concise. That means using short paragraphs and bullet points to relay your message and using images to create breaks that keep their attention.
Pick the perfect subject line
Your subject line plays a huge role in your email. It determines whether your email will be opened and read or immediately sent to the trash. Subject lines should be attention-grabbing and set the tone for the entire email. Try to make your subject line appeal to emotions and ambitions, or highlight an offer that you'll expand on in the content of your email. Keep it 50 characters or less so that the entire subject line can be shown in your audience's inbox with no issues. Most importantly, have fun with it!
Proof your email a million times
Okay, so a million times might be a little overboard, but it's essential to read over your email and test it plenty of times before sending it. After you've triple-checked it yourself, have at least one other person that didn't write or design the email take a look and check for spelling and grammar mistakes. Have them make sure that any links you've included work and go to the correct web pages, as well.
Schedule for the right time
When you schedule your emails, pick a time that feels right for your audience. Many people check their emails first thing in the morning when they get to work and then again after their lunch break, so sending emails in the middle of the night or midday are great options. What works for some businesses may not work for others, though, so be flexible with your send times and try out a few to test when your emails are being opened the most.
Also keep in mind the number of emails you're sending. Don't overwhelm your email list by sending too many emails too close together, or you'll risk having members of your email list unsubscribe!
Email marketing can be intimidating, but it's worth the effort to help your business grow and to communicate with the people who are already interested in what you do. Try it out and see how well it can work for your business!