Technology makes it easier than ever for small business owners to connect with their audience -- Facebook, Twitter, Instagram, and YouTube are just some of the ways you may choose to reach both new and existing customers.
Yet even with all the social media platforms available, business owners continue to use email as a primary marketing source.
It’s easy to see why email is a good fit for your lingerie business. In 2015, companies generated an average of $38 return on investment for every $1 spent on an email campaign, and email is 40 times more effective than social media in getting consumers to act.
Email’s ability to reach a highly targeted audience at a low cost makes it an important part of your lingerie store’s full marketing plan.
Here are ten important email marketing tips to help you get the most out of your list.
1. Make it easy to subscribe
The larger your list, the wider your reach, so make customers want to subscribe. Post a link on your homepage, your Facebook page, and anywhere else you are communicating with customers. Provide content via email that is not available on your other platforms, such as a first look at a highly anticipated new product. And while collecting data makes it easier to segment your emails later, keep in mind that a lengthy subscriber form may turn some people off.
2. Welcome new subscribers
A quick, personalized email to a new subscriber can go along way to building customer loyalty. You may even choose to include a special offer or small gift. Include a little bit of your own story to help your new shopper get to know more about you and your business.
3. Focus on your subject line
First impressions matter, and in this world of information overload, your subject line is the key to increasing your clicks. Your customers often decide whether to open an email based on the subject line alone. Use strong verbs in your subject, or personalize with your customer’s name, if possible.
4. Design a newsletter to fit your brand
Your email campaigns should be an extension of your store’s brand. If you are using an email template to build your messages, take the time to customize it to include your signature colors and your company’s logo in the header. You want your readers to know exactly who the email is from and continue the feeling of familiarity they have from visiting your brick and mortar store or website.
5. Make your content easy to read
Your subscribers are often multitasking while looking at email, so you probably won’t have their full attention. Break content up into short paragraphs and include subheadings to make it easy for readers to scan, looking for content that is of particular interest to them. Include simple images and a clear call to action.
6. Use an email calendar
An email calendar can be a helpful tool to ensure you are not going too long without sending anything, or worse, causing email fatigue. Too many messages can be a turnoff for consumers. A calendar helps you schedule regular content alongside event or date specific information. A quick glance can help you see overloads or gaps.
7. Make sure your messages are mobile-friendly
Your customers are busy, often checking email on their phone or tablet while on the go. If your email doesn’t show well on a mobile device, you are losing a large portion of your audience right off the bat. Make sure the first thing your audience sees, your subject line, is no longer than 50 characters. Any longer, and part of your message will be cut off on a mobile device. Send a test message to colleagues or friends to make sure your message looks good on a variety of screens.
8. Target your messages
Email automation services allow you to segment your subscriber list and send different content to different groups. For example, you can send different messages about a sale to customers who visit your physical location than to those who shop online. You can send special offers to loyal customers or a discount to a shopper who hasn’t made a purchase in awhile. Making sure your content is relevant keeps your readers interested and looking forward to your next newsletter or message.
9. Include your social media information
Keep your customers engaged with your brand by including links to your social media accounts. Make it clear that following you on social media will keep customers up to date with the latest information about your business. Add sharing buttons to your messages, as well, so subscribers can share your content on their own social media profiles.
10. Keep an eye on your analytics
Email automation platforms do the work of providing analytics to help you see the effectiveness of your email message. The reports include the percentage of emails your subscribers opened and your click through rate. Learning how to read and understand these reports can help improve future campaigns.
Email marketing is highly effective and constantly evolving. Small businesses need their email plan to work in conjunction with their social media presence to build an audience and improve sales. Using these email-marketing tips can help grow your business and keep your brand in the forefront of your customer’s minds.