Deploying Email Marketing Best Practices to Small Businesses

Author:

Amy Tierney

Source:

It’s a no brainer that email marketing is one of the most cost effective and efficient ways to promote a small business. Many companies are increasingly recognizing the value of email marketing.
 
Yet some executives are unsure where to begin, or which email marketing best practices to deploy.While the process may seem daunting, deploying best practices will help companies start off on the right foot. 
 
BtoB outlined several email marketing best practice tips to help get SMBs on the right track: 

• Build an opt-in email list: Customers who “opt-in” have agreed to receive email communication from your brand. Ensure subscribers know the frequency and under what circumstances they will receive communications form your company.  Also, practice good hygiene. Maintain your lists and delete email addresses for consumers who wish to opt out.
• Understand customers' interests: Once you have a list, start segmenting it. Divide customers by age, gender, preferences or other important data. Segmentation will help you better target customers’ needs.
•  Deploy relevant content: Marketers have just seconds to show customers why their email communication is important. Companies can have the best message in the world, but if it’s not relevant to readers, it’s a lost cause. Firms that understand their audience will offer better campaigns and help ensure that the emails connect with customers on the right level.
• Test campaigns and track results: One of the most important rules in email marketing is testing. Companies can’t simply send out emails and cross their fingers for a positive result. Test a variety of variables, including subject line, offer, email template, or the best day and time to send an email. Then track the results and use those learnings for future campaigns.