Email marketing is one of the best ways to communicate with your target audience. Research has proven it can contribute significantly to your sales.
Sales isn’t the only factor of success. Email marketing can open up new avenues to increase brand awareness and generate more traffic to your website or physical store.
Many of the best performing small business email campaigns have several common attributes. Looking at some of the best examples can give you ideas on how to improve your own email campaigns and achieve great success.
Here are five examples of successful small business emails:
The high quality business card supplier does not focus its content on the business card but rather on giving creative inspiration, news and business tips to their audience.
The emails have images related to the content that help the reader to ascertain quickly what the email is going to be about. At the end of the short, easy to read content is a clear call to action (CTA). The CTAs are invitations rather than demands – so appeal to the inquisitive reader. They also have clear social media sharing buttons both at the top and bottom of the page.
This company combines bicycling tours with staying in five star hotel and lodges. Their newsletter is very clean and simple – making it easier for the audience to read. The header image is often one of a spectacular view with a clear header above it to describe what the particular edition is about.
Underneath the image is the subtitle, often describing a new available offer and then the newsletter rounds off with two locations their readers can book. Each location includes an image, not of the hotel but of the scenery they will be cycling around.
At the bottom of the page is a clear call to action, with the text larger than the rest of the page to draw attention to the reader.
What makes this email so successful is not that it sells a lot, but that as soon as the email is sent out, the website has double the traffic, often 1,400 unique visitors on day of release.
Next on the list is Wine Station, who doesn’t have an online store. Instead they rely on their readers visiting their physical store. Their emails have a feeling of luxury with clear labelling and pictures focusing on their products.
At the bottom of the page they include a special offer to entice people to visit their store.
Traffic into their store can be significant after an email has been sent out, with some emails generating 10 times the amount of traffic they usually get.
This small environmental group uses its emails to encourage signups and volunteer participation. The emails include a clear call to action at the top of the email and detailed information in the body. There are also some clear images demonstrating what the event is.
Generally the success of this email is regarded in telephone calls. According to the organisation, every email they send out receives 40 telephone responses.
While technically not a small business again, this organisation does have an excellent email which raises $1000 per email sent. The charity raises funds for children in need and uses its emails for donation collection and thanking those who have participated.
The emails always include images of those who they support and carry short messages with a clear call to action at the bottom.
What Do These Newsletters Have In Common?
These emails have three main concepts in common. Firstly they all have a relevant image that portrays exactly what the email is about, they have limited text and thirdly they invite the reader to continue on the journey with a clear call to action.
- Sign on to some of the above examples and see what their emails look like.
- Take some of the lessons learned here and incorporate them into your small business email.