At NewEra Collective, we work with a wide range of clientele from big brands with big budgets to smaller mom-and-pop organizations who save money by managing some marketing initiatives on their own. In one of our recent meetings, a client asked for our advice on her email newsletter and I realized that the simple advice we gave her would be helpful to all of our small business clients.
We successfully manage email marketing for a number of clients in various industries, but these are quick tips for do-it-yourselfers. Here are four ways to do email marketing like a professional.
Include an image or video.
Your first inclination is probably to send a lengthy newsletter with updates on your products and services. Before you sit down to write, let us caution you. In an overstimulated world that is increasingly prone to scrolling, all demographics tend to be more attracted to images than they are text. If you want to hold your recipient’s attention, include beautiful, high-quality images that complement the subject matter, and keep the text short and to the point.
You may want to consider using a video newsletter instead of a written one. Just check out these recent statistics from insivia:
- Using the word ‘video’ in an email subject line boosts the open rates by 19%.
- 4x as many customer would rather watch a video about a product than read about it.
- 59% of executives agree that if both text and video are available on the same topic, they are more likely to choose video.
Include a Call-to-Action
What is the purpose of your email? What do you hope to accomplish by sending it? The answers to those questions should help you determine your call-to-action.
Although your email marketing should be educational and provide value to your readers, it should also provide a clear next step. Some examples include:
- Shop now.
- Make an appointment.
- Learn more on our website.
- Follow us on Facebook.
Don’t leave your readers hanging. Tell them what to do next.
Include links to your website and social media pages.
A huge advantage of email marketing is that it can drive traffic to your website. Whether your email talks about an in-store sale, a new employee, an industry trend or a change in your hours of operation, give your readers a reason to visit your website and be sure to include the link. With most email marketing programs, you can include links in your images, as well as in your signature and the body of your email.
Don’t forget to include links to your social media pages, too! You can simply place small social media icons in the footer of your email or below your signature with hyperlinks.
Make sure it’s mobile friendly.
In 2017, more email is read on mobile devices than desktop or laptop computers. Therefore, it’s critical that your email looks good on iPhone, android and tablet. Many email platforms include a mobile and tablet view, so you can easily check those layouts before sending. At the very least, send the email to yourself and open it on your phone to see how it looks.
There you have it – four email marketing hacks for do-it-yourselfers. Let us know in the comments if you have any questions!