Your customers want to hear from you via email. Indeed, according to MarketingSherpa, 60% of Millennials and Boomers indicate email is their preferred way to receive updates and promotions from businesses like yours — compared to 20% for social media and 17% for text messages.
So what can you do to make email marketing work well for your business? Here are five tips.
1. Make it easy to sign up
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Add links to your signup form across your digital communications, including:
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- In your email signature
- In the footer of your website
- At the bottom of your blog posts
💡 WEBSITE INSIGHT: You can also add a signup form as a pop-up lightbox on your website (yes, you may find them annoying, but they work!)
2. Vary the content
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While you should select a single topic area (e.g., this weekly email is all about actionable tips for marketing a small business), keep the content new and fresh with each email.
Mix promotions, behind-the-scenes videos, event invitations, and more to keep your readers engaged.
Looking for some new content ideas? Read our fresh email marketing content ideas >
3. Be consistent
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Building a long-term relationship (and brand!) with your readers is not only about providing content that’s valuable to them, but also about establishing a brand voice, design style, and timing they can learn to count on.
4. Segment your email list
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Don’t promote a sale in your Rhode Island store to your followers in Colorado — or recommend estate planning to a college student.
Use segments, tags, and filters in your email marketing software to deliver relevant messages, keeping reader engagement high and unsubscribes low.
5. Include a call to action
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Be clear about what you want your reader to do next, and make it easy for them to do just that. Whether it’s contacting you, signing up for a free consultation, or making an appointment, include a prominent call to action.
💡 WEBSITE INSIGHT: Calls to action are not just for email, of course. Your website also needs a primary call to action so visitors know what step you’d like them to take next.