Is email marketing dead?
When I googled this question to research for this article, the question came up second on the suggestions directly under “is email marketing effective.” Oh boy. Email marketing may have an optics problem for new marketers, but not for consumers.
Email marketing remains one of the top ways companies are generating revenue in 2022. Why? Because it’s pretty low cost and typically targets your most loyal customer base. Email marketing is 100% worth your time, but consider these do’s & don’ts before you launch into a strategy.
The Do’s and Don’ts of Small Business Email Marketing
Do
Allow every person to opt into your list.
Don’t
Assume someone who buys your product or service once also wants twice-weekly email about the product and company information.
Do
Give discounts, insider tips, and exclusive content to your email list.
Don’t
Regurgitate the content you put on social media because there’s very low value in only sharing content that your email list has probably already seen. Use this content as add-ons to new engaging content.
Do
Use a tool that tracks, opens, clicks, and other engagement methods.
Don’t
Spend time executing an email strategy without understanding the impact. Know what metrics you want to watch and why they are important to your strategy.
Do
Segment your email list! Talk to prospects and loyal clients differently, you will see a big impact.
Don’t
Scrap that last bit of advice if your list segment is too small. Even small lists (under 500 people) can be segmented the right way. But a segment that is less than 20% of your list may start looking silly and probably isn’t worth your time.
Here are some of my favorite tools I HAVE used: (PS, I’m not getting any commission on these links)
Here are some top-notch tools I’ve considered, but never had the opportunity to use. I’d consider these for bigger companies: