Increase traffic to your website. Emails are a great way to get customers to visit your site. You can include relevant links to your site within your email content like linking to a blog post.
Build your brand. With email marketing, you can strengthen brand recognition with new and potential clients, and extend your reach when people forward or share your message.
Get more people to call you to do business. When done right, email marketing lets businesses reach the right person, with the right offer, at the right time. https://www.constantcontact.com/partner-offer?pn=yourcomputerlady&promotionCode=CODE&intent=try
Here is a well-written article to refresh what you know (or teach you a new trick!) about writing good subject lines for your emails. Good subject lines = good Open Rates!
Build credibility with your customers. People do business with people they know, like, and trust. Email gives you the ability to build credibility with your audience by sharing helpful and informative content. Click here to sign up!
According to 80 percent of professionals, email marketing drives customer acquisition and retention. (Source: eMarketer)
“If your email newsletter is not fantastic, throw out all the other things you’re doing and just focus on your email newsletter. I think it’s such an undervalued asset for so many of us. Make your email newsletter really great.” Ann Handley, MarketingProfs, NYT best selling author Link to the entire presentation
This article has some great info. I’m going to give you the executive summary in case you’re short on time!
What Customers Want to See in 2022
When it became clear that the effects of COVID-19 would be sticking around for a while, Constant Contact began a large-scale research initiative aimed at helping small businesses understand how their customers are changing and how businesses should adjust to meet those expectations.
The data and the trends we’re seeing from our own customers show a disconnect between what small businesses think their customers want and what consumers are actually looking for.
Small businesses are relying heavily on social media to drive financial results, but consumers don’t shop there very often.
The best way for a small business to get the most out of its social media presence is to combine it with other marketing methods to create personalized experiences for customers, nurture them over time, and ultimately drive repeat business.
Email marketing still has the highest return on investment of all forms of marketing, with an average return of $36 for every $1 spent.
Small businesses are confident that they know their customers’ needs, but most are not communicating the information consumers want or using the channels they prefer.
Consumers say emails with a coupon are 83 percent more likely to be opened than an email newsletter, 67 percent more likely to be opened than an abandoned cart email, and 64 percent more likely to be opened than a well-being checkup email.
Infusing email marketing campaigns with ecommerce elements allows each of those tools to work together, which helps small businesses deliver more valuable content to subscribers while generating more revenue in the process.
Small businesses are starting to optimize their email marketing, but there’s more they could be doing to cut down on manual effort, improve personalization, and retain customers
Many small businesses send newsletters or welcome emails to new subscribers, but an even better way to engage those users is to take things a step further and create an automated welcome series.
Brick-and-Mortar stores are currently “in” for shoppers, but ecommerce is their new baseline
58 percent of SMBs we polled started selling online for the first time after COVID-19 hit. Evidently, this was a major differentiator for consumers because when asked if they shop at small businesses more today than before the pandemic, 41 percent said yes.
- 86 percent of consumers have bought something online in the last month, and 61 percent have ordered in the last week
- 35 percent said an issue with an SMB’s website, or an inability to buy online would discourage them from being a patron of that business
- 45 percent of small businesses still don’t have a website for their business and 43 percent of those with a physical store are not currently selling online.
Owning the entire purchasing process from awareness to fulfillment gives small businesses complete control over what a shopper experiences when engaging with their brand, and it allows them to tailor that experience in a way other online platforms don’t allow.
Constant Contact, MailChimp and other email service providers (ESPs) embed a pixel (small piece of code) in your email when they send it. The code feeds information back to them: when the email was opened, what device it was opened on, etc. That information populates the traffic reports we send you after every email.
Apple is rolling out a new privacy option beginning in the fall of 2021. iPhone users can choose not to send email data back to the ESPs. Most people when given a choice will block sharing data.
Apple will pre-load images, content and the pixel regardless of if the recipient actually opened the email or not. Roughly 50% of your readers read email on an Apple device. They are all going to show as Opened emails. Therefore the pixel metrics will be unreliable.
Your Open Rate for emails is going to jump and look very good! But the numbers will be false.
Your Click Rate as a percent of the Opens will be false.
The actual Clicks will still be accurate! So Clicks become an extremely important measure for email success. We need to link all images in an email. We need multiple Call-To-Action links to gauge which articles are drawing attention. We need links to your website and social media platforms in every email.
Your Computer Lady is following this change closely. We’ll keep you informed as we get new information. We’re telling you before the change happens so you have time to adjust your marketing plans.
Email marketing still has a $42 ROI according to Litmus. Even with an unreliable Open Rate, emails are a great marketing tool.
- Low cost
- Re-useable content
- Content that can be used in multiple ways
This is such a good article!! Several things you’ve heard me say before but check #5. Constant Contact is already offering the ability to include a shopping cart in your email! Those of you using CtCt are ahead of the game. If you arent’ using CtCt, we should talk soon!! Click here to read more.