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Email is an underestimated but still extremely powerful tool that most small businesses continuously wrestle with. With an average return on investment of $42 for every $1 spent, it’s an incredible investment. Regardless of that impressive fact, one of the most common comments I receive from my clients is, “Email isn’t really effective. Do you know how many emails I delete without even opening them?” This is a common perception as we all can relate to our inboxes being filled with countless emails waiting to be read. However, the trick to email marketing isn’t to compare your email to others you receive daily but to realize the potential to grow your business if done correctly. So, whether you’re just starting to build your list or if you already have an established audience, we’re sharing three tips to up your email marketing game.
Let’s start with sign-up forms. First, conduct an audit of how many sign-up forms are out there across your channels. Here are a few options to consider if you want to expand your reach.
Give your form the best chance of success by making sure your form is compelling and perfectly branded. Also, double-check the location to ensure each email call-to-action is clearly visible and not buried among other content. Consider offering an incentive for email sign-ups like a free eBook or download of some sort. Your visitor will feel like they are investing in a value-added resource.
If you’re looking for a way to set your emails apart from the competition, consider investing in webinars, online conferences, YouTube channels, and podcasts. Since 2020, these mediums have thrived and are likely to grow even more popular in the near future. These methods not only establish you as an expert in your industry, but they allow you opportunities to further grow your list with new audiences.
A common perception is to think of email and social media marketing as two separate vehicles. This is true in a literal sense, but they both work together to support your brand while pushing leads to your website to close the deal. Email marketing and social media have synergies that are easily optimized to reach a broader audience.
Organic reach for social media has declined over the years, and most social media platforms are a pay-to-play space. One way to gain interest is to share your email on your social channels. Try sending out teasers prior to the email being sent, especially if the content is exclusive. You can also boost these posts to increase your reach even more.
Unfortunately, it’s not the size of your list that matters; it’s all about the quality of your contacts. A healthy list is important for many reasons. Identifying risky and misspelled email addresses is not what we are talking about. It’s the poor-quality contacts that will hurt your deliverability and prevent you from reaching people’s inboxes.
Here are a few tips to combat email decay:
Letting go of old, risky data can be a little tough, but in the long run, it’ll serve your business well, further growing a healthy, productive list.
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Anna is an author and writer who is passionate about the art of storytelling. She enjoys connecting with small businesses in her community while taking their marketing efforts to the next level of growth.