Small Business Email Marketing Lessons from Big Brands

Small businesses have a great opportunity with email.

Over 90% of Internet users have an email account and check it regularly. It’s a great way to get permission to market to your ideal customer. You can earn their trust and give them an off they can’t refuse.

One way to create great emails is to follow the strategy of the big brands.

In this post we look at three examples of strategies the big brands use in their email marketing campaigns. These are strategies you can use to turn subscribers into customers (and repeat customers).

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3 Email Tricks Big Retailers Use for Success

It’s not easy being a small business email manager. You’re fighting for attention in the inbox against all kinds of other companies including big retailers. Those companies have huge budgets and lots of room for testing.

But even if they have the advantage in dollars there are still somethings you can learn to get ahead of them.

In fact, you can beat them at their own game using their secrets.

Here are three secrets the big retailers use in their email marketing campaigns.

Use these in your own campaigns and your rates should increase.

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How to Effectively Use Calls to Action in Marketing Emails

This is essentially what all your marketing emails need to contain: A Call to Action.

Without a call to action (or potentially a couple calls to action) all your reader has is some information and nothing to do with it. What you need to get from your readers is some interaction with your business, and without calls to action, they won’t know where or how to start this.

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More Text, Fewer Buttons Works in Email Marketing

Text is better.

If you’re like most retailers, the links that perform best in your emails are often text links.

In fact, the links that often perform the best in retail emails are those in the top navigation. These are the links from the navigation bar from your browsing website that say “Women” or “Men” or “Apparel”.

For email designers and marketers it is frustrating to see the statistic that support this outcome.

Why are customers simply clicking on these text links?

The answer is quite simple and it’s an interesting note you can take as you continue creating those retail marketing emails.

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Effectively Using Urgency in Marketing Emails

Email marketers are great with special days.

A good email marketer takes every advantage of the most well-known holidays like Christmas, Valentine’s Day, and Birthdays. Companies use their email programs to entice consumers and other businesses to make purchases around these holidays. Holidays give people a reason to make a purchase. For some reason, there is a psychological trigger in each of us that makes us want to make purchases for events. We see something like a company party coming up on the calendar and we go out and purchase a new outfit or new shoes just for the occasion.

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Consumers Buy Products, Not Promotions

What do you purchase during the holidays?

When you shop during the holiday shopping season are you looking for gifts or for deals?

It’s not a trick question, but it’s something often lost in the shuffle of the holiday promotional madness. It drives me a little nuts each year seeing all the crazy promotions happening. In the end, does it really matter who has the biggest promotion of the holiday season?

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