No marketer wants to think about unsubscribers. After all, a person removing themselves off the mailing list is a lost opportunity for a sale and spread word about the brand. However, there will always be subscribers who want to leave your mailing list.
When, not if, they want to unsubscribe, you will have to be prepared and make it as easy for the subscriber as it is for yourself. There shouldn’t be any lengthy process nor should the subscriber have to jump through hoops.
But why is this the case and what makes a subscriber want to leave your mailing list?
Why Would A Subscriber Want To Leave Your List?
There are numerous reasons why a subscriber might want to leave your mailing list. Here are the main reasons:
- They are no longer interested in your products: There are several reasons why this might be. They might not have the funds anymore or their priorities have changed. Alternatively, they have bought your product or a similar one from a competitor. There is no way to tell the true reason for this as these de-listings will happen sporadically.
- They think you are sending too many emails: This is when you send too many emails to your list and annoy them.
- They don’t remember subscribing to your list: This happens when you haven’t sent an email for a long time. Therefore, while it is important not to communicate too often; you should also ensure you keep in contact regularly enough that they remember who you are.
- Your content is not relevant: If you are not providing them with valuable content they can use, then they are likely to leave your list. In this case, you must adjust your strategy to provide something of worth.
In many of the cases you might not realise why they have left your list. However, if you’ve changed tactics recently, this can be a good indicator. Ensure that when you are adjusting campaigns that you check for changes in your standard statistics. For comparison, your email unsubscribe rate should be roughly 0.5% to meet industry standards.
How Can You Make It Easy For Your Subscribers?
There are several options to make it easy for your subscribers to leave your mailing list. The first is by stating that they could email you a request to be taken off the list. However, there are certain problems with this option. Namely that requests might be missed (i.e. sent to the spam folder) or lost and it requires effort on the subscriber’s behalf.
The second option is for them to go onto your website and fill in a form to remove themselves from your list. This is better because the form is less likely to go missing. However, there will still be work for the subscriber to do.
The final option is to have an unsubscribe button in your email messages that automatically completes the action. For most businesses, this is the preferred method.
Why Should You Make It Easy For Subscribers To Leave?
There are numerous reasons why you should make the unsubscription process easy. Firstly, and the most important reason, is that many nations enforce laws where it is required to make unsubscription easy. For instance, in the US the regulation is within the CAN-SPAM legislation. In the United Kingdom it is a series of marketing acts.
Breaking these laws can result in a large fine, which would make it hard to justify using email as a sustainable marketing avenue.
In addition, unsubscribers, while no longer financial productive, are still work. If you made the task difficult, it is likely you would have to do some manual operation to remove them from the list. And this would cost you money indirectly.
On the other hand, by using an automated system you don’t have any hard work and there is no chance a request has been missed. This leaves you free to concentrate on those who are engaged with your content.
There are two main reasons why unsubscribing from your list should be made easy. Firstly it is to comply with email marketing laws across the world. The second is to make it easier for you to manage; leaving you with more time to concentrate on those who do want to receive your messages.
- Insert an unsubscribe button on your email marketing content.
How do you manage your unsubscribers? Have you had any problems in the past?
Let us know in the comments below.
Image courtesy of Stuart Miles at FreeDigitalPhotos.net
Email marketing is one of the best ways for your business to sell to its target audience. If used correctly, it is highly trusted by those who have opted-in to receive your marketing messages. Research has shown that those who have already interacted with your brand are likely to buy from your email content.
To be able to achieve these results however, you need to be following strict email marketing etiquette. Some of these rules are not just because consumers will dislike your content and perhaps remove themselves from your list, but also because they would violate laws in various countries.
So what are three of the most important email marketing etiquette rules you must observe?
1. Use A Third Party Email Provider
When you are creating an email list for your party or family newsletter, creating a long blind-copy or group list is fine. However, when you want to engage your target audience, you need to use a professional email marketing service.
There are several reasons for this which will impact how professional your marketing content will look to the receiver. For instance:
- An email marketing provider allows you to include an opt-out link for those who want to unsubscribe.
- You can’t scale up your email marketing campaigns when you have a successful business or a large list.
- It is easier to make mistakes when using a general mail client rather than an email marketing software program.
A professional service will also provide you with more functionality such as email list segregation, stylish templates, monitoring of campaign success and automation. While these can be done manually, it would take valuable time away from your business and subsequently lower the return of investment in your email marketing campaigns.
2. Gain Permission Before Emailing A Contact
Don’t assume you have permission because you have received contact details via a business card, telephone call or because they have followed you on social media. Instead seek permission by either having them sign up through your website or getting them to write down their permission on a sign-up sheet.
This isn’t just polite, because no-one likes to receive something they don’t want to but it can also be a legal requirement. According to marketing laws, you must have sought permission from any individual you email. An individual is counted as anyone who is not attached to a business, is not in a limited company or if the email address has identifiable information included within it.
Therefore, legally, you can only send cold-emails to addresses like firstname.lastname@example.org or email@example.com. There is no telling who will be monitoring these email addresses and it is unlikely to be a decision maker.
3. Give Subscribers The Opportunity To Opt-Out At Any Time And Easily
The final rule is another legal requirement, especially in America where it is part of the CAN-SPAM laws. You must give subscribers the opportunity to say they no longer want to receive your email marketing messages. This can easily be done by your email marketing provider with a simple link to automatically unsubscribe them from the list.
In addition, you should also manually remove those who request via email that you remove them from your mailing list. This may take some time, but is a legal requirement.
It is also important because if too many people report you for sending spam, your server can be blacklisted and this will make it harder for you to send marketing emails.
These email marketing etiquette rules are to protect the customer and build trust with them. Significant benefits can be had from following them, mainly that your company’s server will not be blacklisted allowing you to send content to all your contacts. This in turn will improve the return on investment from your email marketing campaigns.
- Assess your email marketing behaviours against these rules.
- Make changes that are required.
Do you have any other email marketing etiquette rules to suggest? What mistakes do you often see from other companies?
Let us know in the comments below.
2015 could be your small business’ year to make email marketing one of your best sales avenues. With an increase in email marketing results you will see an improvement in revenue and profits without spending a significant increase in costs.
If you want your email marketing to be a triumph this year, then you need to be prepared and build your marketing processes for success. Here is a process to do just that and create momentum that will carry you through 2015 and beyond.
1. Segregate Your Email Marketing List
The first thing you should do is to split your current email marketing contacts list into several sub-lists. Not everyone who is interested in receiving mail from you will be interested in the same thing: some will be new to your small business, others will be old customers or some will have bought certain products that have potential add-ons.
You need to establish which sub-groups your email marketing strategy could utilise and then place members into these groups. This doesn’t mean that you can’t send an email to everyone, but this should be rarely done as you target your contacts based on their behaviours and their position in your sales funnel.
2. Plan What You Want To Publish
Email marketing is not something that you can just create quickly and send off. It takes careful planning and strategising. You don’t want to be sending too many emails with the same subject or topic in a short space of time; nor do you want to be leaving off popular topics.
To avoid this, you need to plan in advance what topics you are going to publish and when. It should also include which sub-list you would like to send the content to.
3. Create Content
To ensure you don’t fall behind on your email marketing campaigns, your content should be created at least two or three weeks in advance. This gives you time to strategise, create, edit and schedule in your emails. It also lowers the stress from having a tight deadline and allows your creativity to be better.
You can start to create content in Microsoft Word or another word processor and then edit it. After this, drop it into your email marketing management program and create the template.
4. Create A Template And Schedule Emails
If you haven’t already, creating a template is really important. It creates a sense of consistency with your email marketing list and this can be more beneficial than you realise. Consistency will instil a professional image for your small business and people will become accustomed with your email’s design. Eventually they may look forward to receiving your content.
Once you have designed your email template, you can create your emails in advance and schedule them to go out at a specific time.
5. List Generation
Next you need to maintain the momentum by continuously growing your list. There are several ways you can do this including using a static form to requests details when visitors land on your website. Alternatively, you can use a pop-up to appear after about 15 seconds to request details from your visitors.
Finally, there is the option to offer your visitors a free gift in exchange for their contact details. The gift can be anything from free content on the website, a downloadable e-book, a free review or something else. For this you can be really imaginative. As long as you are providing something of value, and generating traffic, you will have new contacts to your list.
6. Maintain Your List
At the same time as generating contacts for your list, you should be maintaining those already signed up. This might mean moving them to a different sub-group or removing them because they haven’t responded or interacted with your email for some time.
Removing contacts isn’t a bad option as it allows you to concentrate on those who are really interested and provides better statistical analysis of whether your email content is desired by your email marketing list.
These processes will help you supercharge your email marketing campaigns for 2015. Then you can better process your email marketing leads to achieve good sales, high revenue and better profits.
Email marketing is one of the best ways to connect with your target audience. The only problem is that the majority of businesses online are now using email to contact and sell to the same people you are contacting. These can be direct competitors or businesses offering substitute goods. This can be bad news for your email marketing campaigns as it limits the effectiveness of your message; unless, you find a way to stand apart from these competitors and spice up your email newsletter.
There are several ways you can do this. Here are five options for you to consider.
1. Using A Preview Image For A Video
Videos are very intensive to send via email. To avoid this, most businesses use a simple link to a video on YouTube or another video sharing website. This can often lead to a poor video viewing numbers. Yet, videos can be highly effectively in the sales process. Therefore, use an image from the video that looks impressive to entice your audience to click on it and find out more.
You should also consider hosting the video on your website. This way you can set up better monitoring to see how effective the video was at increasing page views.
2. Keep Your Text Short And Snappy
If you really want your audience to read your emails and then click through to your website, don’t place all your content within the email. This only encourages the audience to read the email copy and then either click off your email or delete it. You want them to visit your site and therefore, the best option is to get them there to read the content.
Use teaser paragraphs or descriptions of the content on your email copy and then link them to the full article on your blog or on a landing page.
Comedy is not used frequently enough within the online marketing realm; yet it is one of the best tactics for engaging your audience. Emails containing humour are often shared more via email and social media than those without. This can grow your brand’s online footprint and email marketing list.
Ensure all jokes are clean, short and funny. They cannot be sexual, sexist, racist or in any other way offensive – otherwise you may grab headlines, but not for the right reasons.
People love to win and entering a competition is one way to achieve that. By offering them that chance through your email marketing campaigns is a way your brand can satisfy their need to compete. The prize doesn’t need to be expensive as long as it something that will have value to the customer.
Ensure that your competition isn’t just related to one email. Promote it over several emails and encourage people to share the emails with their friends and family to gain more tickets or chances to win the prize.
5. Quotes To Inspire And Motivate
Whether you are engaging customers who are already buying or attempting to attract new customers, using quotes from famous people is likely to grab their attention. Quote sites are very popular and are often categorised by industry and type of quote, so finding a good quote for your business is not going to be difficult.
Don’t go overboard, but if you include one good quote from an inspirational person you will be sure to grab some attention. Experiment with where to place the quote as different audience may prefer different placement.
The email marketing landscape is becoming a very busy place. Many of your competitors are likely to delivering their content to your target audiences at the same time as you. Therefore, you need to create content that is highly effective and a little different. One of the best ways: use techniques that will add a little spice to the content and allow your emails to look different to your competitors’.
- Add a new element into your email marketing design.
What do you use to spice up your content? How effective has it been?
Let us know in the comments below.
Email marketing is more successful if you are able to include a highly relevant and professional photo. Research has shown that the majority of consumers prefer receiving emails that contain mostly images rather than text. It isn’t just including images that are important; the image has to be highly professional, relevant and interesting while being quick to download.
To get an image for your email marketing campaigns you will probably need to find a reliable source.
There are many places available to obtain better email marketing images. Some of these are free, others will provide the image for a credit and many will charge for the best images. Here is a list of options where you can obtain email marketing images.
1. Taking Them Yourself
Sometimes this can be the best option for your small business. This would mean buying a good quality camera and a tripod as a mobile phone or simply camera will not produce ideal results. You’ll also need to take your image in the right environment. Here are some suggestions:
- Use a white background.
- Use a room with a lot of natural light.
- A large room where you can take images from different angles.
Taking the images yourself can be cost effective in the long term, but is really only sensible if you are selling products. Taking images for a service could be complicated and you might need to have the permission of any clients that are also in the shots. In addition, achieving the correct environment while delivering a service can be tough and this could lower the quality, and therefore the impact, your images would have.
2. Professional Photographer
If you want to have professional images on your site that are completely unique but do not have the skills to take them yourself, consider hiring a professional photographer. This can be an expensive option but it can give you excellent images for your email marketing campaigns.
You can tell your photographer exactly what you are after; whether this is action shots of your service being delivered or a product and they should deliver them without a problem. These images can then be delivered directly to you in digital and print – demonstrating exactly how the images will look in many formats.
One of the biggest problems with this method is that there may be a long lead time between requesting and gaining access to the images. Therefore, you either have to do them in bulk and be well planned or pay a premium rate for quick delivery.
3. Graphics Artist
Sometimes you don’t need a photograph but would like an illustration. This can be provided to you by a graphics designer or artist. Sometimes these individuals can be expensive, however they can provide unique images that can be tailored exactly for your needs.
If you have not used a graphics artist before, you can find some on elance.com, odesk or People Per Hour. These sites also allow you assess the quality of the images being created by the graphics designer before you sign a contract with them. Therefore you can be more assured you are getting quality images.
4. Strategic Business Partners
This can be a highly effective way to gain access to quality images and is particularly useful if you are selling products manufactured by another company. Always ask your partners if there are images which they would be happy to share and consider offering an artist credit and a link to their site, if it is applicable.
5. Stock Image Sites
There are hundreds of stock image sites where you can buy images for small one off fees per image, on a subscription basis or for free (providing you credit the artist). These sites can be good because the images will nearly always be high quality and there are thousands of options for every topic.
However, product images are not often on the site and it can be hard to find the most relevant image for your email marketing message. Also, sometimes the images have specific restrictions on them such as; limited impressions, placement or usage. Therefore, check the terms and conditions before buying or downloading the image.
Here are some of the best places to obtain new email marketing images:
Getting the best images for your email marketing campaigns is easy with the numerous options available to your business. With the right image you can increase the interaction your readers have with your small business emails and the revenue each message can generate.
- Take some images of your products.
- Hire a graphics artist for some images.
- Look at some stock image websites.
Most businesses concentrate their entire email list building activities online. These, for example, can include using ebook downloads, pop-ups or sign up forms. However, you don’t just have to concentrate your efforts on the internet. Most people in the world have an email address, but not everyone actively read blogs or use social media.
You need to consider other ways to sign up potential customers to your email marketing list. Here are some of the ways to subscribe potential customers to your email marketing list without the need to be online.
1. Business Cards
Business cards are still very popular, especially with small business owners. They are a great way to pass on contact details and provide information to the receiver as well as a medium for collecting email addresses for your list. There are two ways you could get people to sign up to your small business email list with their cards.
The first option is to include a URL on the card where they can directly sign up to the email list. This might have a very small uptake as your potential list members will have to manually enter the URL and look at your site. This creates a second barrier for your potential customers, something which facilitates abandonment.
However, if you do use this option, you can find that you can increase your list quickly, as long as you hand out a significant number of cards. Leave your business card with new people you meet and even when you use services like restaurants, health clubs, etc.
The other option is collect business cards and ask those giving you their card is if they are willing for you to add them to your mailing list. Some people will refuse, but often people don’t want to seem negative so will accept. To remember who has said yes or no, place a simple tick or cross in the corner of the card.
2. At Networking Meetings
Another way to grow your list is to attend business networking events. These events are held locally and nationally and can be a great help for you to discover new suppliers and potential clients. They are also good for increasing your small business email marketing list.
There are several chances for you to collect email addresses at these events. The first option is for you to hand out and collect business cards as described above.
The second option is to take a sign-up sheet and ask people to fill it out. These can be good as you can collect further information which can then support your segregation of the email marketing list.
This can have a high uptake, but your new contacts might not be very active. That is why your sign-up sheet should have additional questions so you can ascertain if the contact is worth your attention.
3. Offline Competitions
Hold a competition offline and ask your entrants to include an email contact address. Make sure you are informing your audience you are going to include their mailing address to your database, otherwise you could be breaking CAN SPAM and other regional laws.
4. At Conferences
If you attend several conferences or trade shows a year then you can use those to gain new members for your small business email marketing list. To sign up people at your next conference take several of your business cards with the email sign up page URL printed on it and / or a sign-up sheet.
You might also want to run a competition or raffle, for example: win some free products or online shopping vouchers. These can attract people to your stand or to converse with you. The more you talk to your audience, the more knowledge you gain. You could potentially make a sale immediately as well.
Signing up new contacts to your email marketing list is often done online. However, you can grow your list quicker by using offline events and strategies. The biggest piece of advice, no matter how you go about signing up offline members of your community to your email marketing list is to ensure you have a thick skin. Some people will reject you, but those that don’t are highly interested in your products and will be easy to market to.
- Design some business cards that include your email sign-up form.
- Take some email contacts from your next networking meeting.
- Organise a raffle or competition and ask for the contents’ email addresses when they enter.
Growing your email marketing contact list should be one of the main focuses of your website. Research has demonstrated that 70% of your website visitors will never return to your site unless you subscribe them to something. You can see the evidence of this statement through your own website by opening up your visitor statistics and viewing how many visitors to your site are new and how many are returning.
With email marketing you can change that and turn those new visitors into continuous, loyal visitors. The more times an individual visits your website, the greater the chance they will make a purchase.
So, where can you place your email signup form on your small business website? Here are some of your options:
This is probably one of the easiest and most successful ways to build your email subscriber list. The popup window can be designed so it displays to your visitors immediately after they have arrived, after a time delay or as they click off your site or a specific page.
Experts recommend you delay the appearance of your popup so there is at least 15 seconds from when they land on your page to the signup form displaying. You also want to make sure that you don’t have the popup appear every time a particular individual visits your site or for each page they visit. Your web designer should be able to ensure this is programmed in.
2. On The Side Bar
Consider placing the email sign up on the sidebar of your page. It must be at the top of the side bar for it to perform well. Research has shown that placing it even slightly lower on the sidebar significantly reduces the number of subscribers you can sign up.
This is actually a mistake that is fairly common; even for the biggest website brands on the market.
3. At The Top Of The Page
Placing your email sign up form at the top of the page is one way to ensure it is noticed. Some of the big online marketing firms like Social Triggers, have attempted to use this method to grow their email marketing list. Some of those who have tried it out have reported success, while others have reported that their rate for subscriptions declined.
The best option for this is to test for your own website and see what works.
4. Social Media
Facebook, Twitter, LinkedIn and Google+ all offer options for an email signup form to be on your profile. Social media is a great place to include your signup form because you have already developed a trusting relationship with your followers. This will make them more willing to sign up to receive more promotional information.
It is important to consider this as an option as only 4% and 0% of Facebook and LinkedIn users respectively want to receive promotional content through social media. However, over 80% of email users like to receive news of special offers via email.
5. Your Footer
If your visitors read your entire page, this could be one of the best places to locate your signup form. Your readers will be highly engaged and be looking for more information from your brand; which is what your email list will offer them.
However, this way may suffer from poor signup numbers; but, those who do will be high quality leads.
Your signup form is an important part of your online marketing sales process. If you place it in the correct location, you will see an increase in the number of new subscribers. Then you can see a significant return on your email marketing investment.
- Test the location of your signup form to see what provides you with the best results.
As 2015 fast approaches there is going to be a need to look at what trends will start or will be continued into the New Year. Being ahead of these trends and implementing them in your small business email marketing campaigns is more likely to generate results that will succeed.
So what are the potential changes that will affect your email marketing campaigns?
1. Quality Content Will Require Professional Writers
As brands continuously develop so they become an online resource for potential and current customers, they will need to generate content that matches their customer’s expectations. To match these, you will need to ensure the writing is of the highest possible quality.
Research has shown how professionally written content can improve the leads and the number of sales generated. Currently, it is reported that two-thirds of the writing produced by businesses is done by product managers. Yet, with so many tasks already their responsibility, they have little time to create a well crafted sales message.
Therefore, some forward thinking businesses will outsource the majority of their writing to professional writers. These writers will be able to create content that is high quality and able to deliver results for your business. This will improve the results that your email marketing campaigns achieve.
Also, because you aren’t relying on an individual who has a significant number of responsibilities already, and may place email content low on their priority list, you will ensure your business is always producing new content, on time. This will allow consistency and improve the trust your email contacts will have in your brand.
2. Video Email Marketing
Video is a rich form of communicating with your audience. The human brain is designed to be attracted to moving images and the changing facial expressions that can be produced and used within your videos.
As technology develops and Smartphones and other mobile technology become more advanced, mobile devices will be better able to display rich content. Therefore, your email marketing campaigns will need to include videos within their content. These will need to be short, approximately two to three minutes and contain high quality information to engage your audience.
In addition, you will need to host the video on sharing sites like YouTube, which is the second largest search engine after Google, to gain better reach and attract new audiences for future email campaigns.
3. Email Contacts Are Short-Lived
As more businesses start to develop their digital marketing channels, the amount of content that is online for your target audience is going to reach a critical point. At this critical point, the amount of information available is going to be too much for the customers to read in their limited amount of time.
Therefore, what is going to happen is readers will choose which brands deserve the majority of their attention. To ensure your brand has their attention you will have a limited amount of time to grab it. If you are unable to convince them of your industry authority or expertise, they will either leave your mail unopened or unsubscribe from your email marketing contacts list.
Use valuable information and carefully written content to keep their attention.
Email marketing is a constantly evolving digital marketing channel that can be highly successful if it is employed in the right manner. With the New Year approaching, the latest trends will need to be used in order for your brand to achieve the best results from your email marketing campaigns.
- Examine the changes that are going to happen above and consider what your brand needs to do to make the most of your 2015 email marketing campaigns.
How successful have your 2014 campaigns been so far? What changes are you going to make for 2015?
Let us know in the comments below.
Creating an email design to sell your products can be a difficult task; especially if you have limited computer and graphic design skills. A well created email can sell your services effectively. Therefore you will need to find an email design program that can create perfect small business emails.
The problem with finding a good design program is that there are various options on the market and not all offer the perfect combination of features. A good design program needs to have several functions for it to be highly effective for your small business email marketing campaigns.
So what should you be looking at with your small business email design program?
The first thing you need to do is to look at what others using the program have created for their email marketing campaigns.
You might be able to see some of the designs in your inbox. Some companies manage email marketing campaigns using free accounts. Free accounts normally include a link to the provider of the email marketing service. This is purely for a marketing point of view, but it is useful to identify what email designs are possible with their email designer.
Secondly, you could go to the website and look at their current clients or example designs. You can find Fluttermail’s through our features page.
This method could be time consuming, but as the overall design of the email is so important, investing your time into this process could be very profitable.
Ease Of Use
You want to ensure your email marketing design program is fairly easy to use. If you do not have any coding skills, then you won’t want an email designer that can only create emails in HTML code. Many modern email designers feature a click and drag interface. This is fairly simple to use and offers great results as long as your internet connection is strong enough.
By checking how each email is built; you can be confident that you can generate the look you are excited about publishing.
It might help your creativity if there are templates included with your email design package. A great template will allow you to tailor the images, colours and what is in each element box. These templates can greatly decrease the amount of time it takes to build a single email.
One of the most time saving processes with creating further email campaigns is the ability to use previous designs and editing some of the smaller details. This is really important because your contacts will want to know that you are being consistent. Using previous designs as a basis for future campaigns does this perfectly.
A template also allows you to A/B test your email marketing campaigns. This can be achieved by designing the email once and editing it for the second version or resending it if you are testing optimal timing.
You need to know your email will display effectively on the different email clients your customers are likely to use. The best designers will allow you to see the results before you send off the email. This can allow you to make changes so your email looks perfect no matter what device or email client it is viewed upon.
Remember to preview the mobile display as well as the desktop as more emails are being opened via mobile devices than ever before. You might also want to see if the feature to test your email is available.
Choosing your email marketing design program can be a difficult process. There are many different functions and features that you will want to ensure the success of your email marketing campaigns. Be certain that the design program you choose contains the above elements for running your successful small business email marketing campaigns, growing your business and achieving better profits.
- Review the Fluttermail email design program.
- Create a trail account for $1.
Christmas is just a couple of months away and as with every winter holiday season the time for giving and receiving is becoming a hot topic for customers.
According to business advisors, shops are starting to stock popular seasonal items, children are writing their present lists and restaurants are taking in Christmas dinner bookings. This all leads to one thing, businesses vying for the attention of consumers and every year new trends appear in this constant battle.
Here are some of the new trends for 2014 which businesses are starting to use.
1. Spreading around the Christmas joy
Unlike with previous years where one day was the major focus, there are 24 potential days for your business to create special offers for customers. These days range from Halloween at the end of October to Martin Luther King Jr. Day in mid-January.
As a result, the average small business will send an estimated 19 promotional emails to each subscriber in October, 22 in November, 28 in December and 19 in January. This is a lot of copy to create for your campaigns and some businesses have turned to different content strategies to make their email marketing tactics unique.
So what content is in some of these emails?
The most common content is suggestions on what gifts consumers should buy for friends and family. However, this typical content strategy will only be highly successful for those brands who have a very loyal following and low competition.
The new trend is for advice emails where small businesses provide tips on anything from ‘how to host the perfect party’ to ‘what to do with unwanted gifts’. These are highly valuable to the reader and receive more interactions.
2. More Consumer Spending
This year, it is expected there will be an 8% increase in the consumers spend on Christmas gifts. This increase is much higher than the inflation rate and therefore provides evidence there is a strong economic recovery happening. What is fuelling this increase in spending? The number of special offer days available for consumers to buy products at a reduced price is one reason.
In November, there is Black Friday and Cyber Sunday (perfect days for promotional e-mails). In December there will be Cyber Monday, Cyber Tuesday, Free Shipping Day and Super Saturday – again all great days for promotional emails. And after Christmas there will always be the January sales, which can always yield good returns for a well crafted email.
So, unlike with previous years, there are a lot of times where you can send special promotional emails to your email list to gain their interest and provide them with offers available through your website or in store.
3. Small Businesses Have Focus
In the past, the focus has been on larger organisations with their nationwide offers. In 2014, there will be a day set aside to promote buying products from small business. This day is about actively encouraging customers to choose smaller businesses and is supported by business federations and governments.
But don’t just sit back and allow for your customers to find you. Become proactive and create an email campaign that will draw audiences to your website on the Saturday right after Black Friday in November. Start sending out a couple of emails before the day and remind your followers on the day. As the onus on the day will be about buying from small businesses, your website should perform well.
This holiday season is likely to be good for small businesses who are using email marketing to connect with their audience. Using their lists and sending high quality content and promotional emails at the right time, businesses can expect to see a rise in email interactions, website traffic and sales.
- Plan your seasonal email marketing campaign, sending out emails for all the important dates.
- Use a mixture of promotional emails and some providing advice for your customers.