Most small businesses know that building a strong email subscriber base can be one of the most powerful assets they can have, yet few actually know how to go about building one. In this post, I’ll provide you 3 easy steps to jump-start your own email marketing programs.
1. Get an email marketing provider
While the cheapest route is for you to simply collect the emails and then blind copy them from your Gmail, I wouldn’t recommend it. Going that route means you aren’t setting yourself up to scale, as eventually if you are successful at this, Bcc’ing everyone isn’t a practical solution. The other major downside of going down this route is that you lose all the features and reporting metrics that come with an email marketing solution. You want to be able to track open rates, click-through rates as well as have trigger based emails after a certain action occurs. Having an integrated email marketing solution will allow you to do all of those things.
Take the time to invest in your success, upfront. Sure, you’ll need to spend some money, but what is $30 or so monthly compared to the money you could make by selling your products, services or increasing return visits through this mailing list? You'll find that the solution should be paying for itself in no time.
2. Encourage people to subscribe
This may seem like the most obvious tip, but it’s one that a lot of businesses surprisingly aren’t doing: Feature a sign-up form on your website. People don’t often provide their email for free, so be sure to include an incentive for signing up; for example, you might offer new subscribers 10% off their next appointment. Also, nobody likes filling out forms, so the shorter the form the better! Only collect absolutely necessary information—name and email are usually fine.
3. Send Messages that Deliver Value
Getting subscribers on your email list is only half the battle. The other half is actually building a meaningful relationship with them. Each business has a unique relationship with their customers, and that means the messages that resonate with each of them are equally unique. Finding that sweet spot for your business is what can take a good email marketing strategy to an incredibly effective one. So how do you craft a single message that resonates with every individual customer or prospect you have? You don’t. The key is segmenting your audience so the messages they receive are relevant, timely and personal.
Not only will following this tip allow for you to have high engagement rates on the emails you send but it is also a great way to grow your subscriber list. You should always encourage your current email subscribers to share your emails by making sure to include social sharing buttons and an "Email to a Friend" button in each email. These buttons coupled with your valuable messages will make your subscribers much more likely to share with their networks, friends, and colleagues who might be interested in signing up for your list.
How can you make your emails stand out from the crowd? Download our Email Marketing Guide, where we'll cover the keys to email marketing success that you can start implementing in your next campaign.
About the Author
John Rigo is a content marketer with Booker. His areas of expertise are writing and market research. John brings a unique perspective to the blogosphere with his extensive background in publishing. He also has a love for small and local businesses – how they work, how they grow, and why they succeed.More Content by John Rigo