The process of email marketing for small business may not always provide the kind of results that you, as a business owner, were looking for. Sometimes, you send out what you think is the best small business email marketing campaign ever but the response rates fall way short of expectations.
To improve the response rate of your email marketing campaigns you need to
analyse and research your audience by using email marketing software. When you obtain statistical data during your campaigns, and use a few creative segmentation strategies, the results from your email marketing campaigns can be vastly improved.
Email marketing for small business can result in 3 different sets of readers:
1.Those who deleted the email without even opening it.
The biggest section of recipients with email marketing for small business are most likely those who never even open the email. It is not uncommon for at least 50% of the audience to delete the email before opening it or discard it as junk. So, how can you improve the response rates of these people? Firstly, you should segment these from your entire audience and then resend the message but change the email's subject line and the name and address of the sender. You'll find that some of the non-openers to the first message will open the new message based on a single and possibly simple change.
Perhaps this change lies in a new appeal in the subject line, or perhaps it's due to the message coming from a living person instead of a company. Record and save those variables and continue to test and fine-tune them with each subsequent campaign.
2.People who opened the email but didn't read it or click on the offer made.
The next segment within email marketing for small business comprises of readers who opened and read the email but were not interested enough to click on the offer and go to your website or landing page. This segment may also be pretty big. It is very likely that most of these readers may have read a couple of lines at the beginning of the email and then deleted it.
The best possible remedy in such cases is to analyse the copy within your email --does it say enough to make people want to read further? If not, reformatting or reworking the introductory copy and headline may be all it takes to increase your clicks.
3.Those who read the email, clicked on the link provided but did not take any further action.
Finally, we have the last segment comprising of readers who actually opened the email, read the copy and were interested enough to click on the link within the email. However, their interest disappeared after they clicked the link and they chose not to go any further. In email marketing for small business this will be the smallest segment.
Here, you need to take a hard, objective look at the page where you are sending your readers. Something is clearly missing or is not being communicated properly. Does the offer remain clear? Is it too cumbersome or too long? Can you revise it for purposes of having these potential customers complete their first transaction? To improve success with email marketing for small business, test different landing pages with different segments to see which convert best. It's all about getting potential customers over that hurdle and making that first commitment.
Considerable time and effort may be required to enhance email responses. That said, these efforts will be worth it when your direct email marketing campaigns starts to provide better results.
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