03.10.20166 min read

5 Ways to Grow Your Small Business Through Email Marketing

Guest post by Willie Pena

While new marketing trends tilt toward social media platforms, the tried-and-true email marketing campaign is still the most effective tool for wooing customers and growing your business. And the data backs it up: “Email has ranked highest in terms of ROI compared to other marketing strategies, and 78 percent of consumers rank email as the most preferred communication platform.”

But email marketing is only as good as the tactics behind it. Here are five ways you can optimize their small business email marketing by heeding for maximum return.

ABG: Always be growing (your email list)

Your email list you should always be growing. We won’t bring in Alec Baldwin as a ringer, but repeat after me: “A” always, “B” be, “G” growing. A growing email list is a healthy one. An anemic email list is not worth the effort of your best email campaigns.

“A” always, “B” be, “G” growing your email list.

Here are some ways to grow your list:

Remember to play nice, and to avoid bad email habits. If you’re collecting email addresses for the purpose of marketing, you need to make sure people know they’re opting into receiving emails from you.

Work every angle

Many small businesses focus so much on running dedicated email campaigns that they forget to put other email interactions to hard work. When sending emails like welcome notices, account approvals, and shipping confirmations, seize the opportunity to recommend additional goods and services, and encourage participation in polls or social media.

This is especially effective because these types of transactional emails have the highest open rate and are at a moment when the reader is most open to interacting with your brand. For example, welcome emails they result in four times higher open rates and five times higher click-thru rates, as well as nine times higher revenue.

welcome to the club.gif

Optimized welcome emails result in four times higher opens, five times higher click-throughs, and nine times higher revenue

Test and assess your campaigns

Testing can provide crucial information at every level of your email marketing campaign. Without testing, you have no real insight into whether your efforts are working or not. With testing, you can hone in your campaigns to maximum effectiveness—which means more sales and more $$.

  • Before finalizing the email design, use focus groups or surveys to test its appeal.
  • Before broadcasting your email blasts to your list, send them first to employees and executives. Have them open the messages using different email clients and different devices to make sure all the features show up in different browsers and email programs.
  • Use A/B testing to gather metrics on the open rates and conversion rates. Make improvement based on data collected.

Provide value, not just sales pitches

The old metaphor stands here: No one wants to hang out with the guy who talks about himself the whole time at the party. Likewise, your email subscribers don’t want to hear about how great you are and be continually pitched on products and services.

Use the 80/20 rule. Because your email subscribers just aren’t that into you.

Your email subscribers just aren’t that into you. You need to provide value for them and a reason to continue the relationship. A good rule to follow is the 80/20 rule: “80 percent of your content should be devoted to valuable and useful information, and 20 percent should be devoted to your offer or sales pitch.

Why is this important? According to research from GetApp, a digital resource for email marketing software, two of the top three reasons people unsubscribe are due to the appearance of spam (17.2 percent) and irrelevant content (15.8 percent).

Send your emails at the most opportune time and frequency

And if the stats above weren’t concerning enough, GetApp's research shows that 46.4 percent of unsubscribes are due to simply receiving too many emails. Every list is different, so do some testing to see how changing the frequency of your emails affects your metrics.

Additionally, research by Experian reveals that not all times are good times to send an email blast. Open rates vary by industry, but in general, the highest opening rate for email broadcasts (21.7 percent) occurs in the evening after people have left work and had dinner, such as between 8 p.m. and midnight. Such times also had better conversion rates. 

25 Things Every Small Business Should Automate - Download Now
Was this post helpful?
Created with Sketch.
Infusionsoft cornerstone spinner
close button
Subscribe to our weekly newsletter!

5 Reasons to Subscribe:

1. Weekly tips to dominate sales and marketing

At our core, we're focused on helping you become a sales and marketing machine. We tap into the genius of the best salesfolks and marketers out there to give you daily tips to grow your leads, make more sales, and keep more customers.

2. Expert small business resources that cost you zero dollars

Want to go deep? We have you covered with free guides, webinars, and tools on a range of topics from marketing automation, CRM, and digital marketing to building sales and marketing strategies from the ground up. All for free. All for you.

3. We're focused 100 percent on small business success

We exist for one reason: helping small businesses succeed. We give you the ideas and insights you need to blow the competition out of the water. We serve business owners who are hungry to put in the hard work to grow their business and own the market.

4. We do the work for you

Running a small business is a 110 percent endeavor. You don't have time to surf Internet for the best small business insights and ideas out there. We'll do that for you with the best original content from our team and from industry experts and small business owners.

5. But wait, there's more!

Small business success means more than just sales and marketing, so we also hit on a range of topics to help your small business thrive, including personal and business growth, customer service, and business management.

6. Righteous GIFs

OK, we said five reasons, but we like to overdeliver...and GIFs. We really like GIFs. You're bound to see some righteous ones.

GIF of Ferris Bueler principal's assistant

P.S. We'll never give out your information. We'll only use it to send you awesome content and resources, if you're cool with that.