Preview: Email Marketing for Small Business eBook
How to build a high ROI email marketing program for a small business.
Published on: Mar 4, 2016
Transcripts - Preview: Email Marketing for Small Business eBook
that Works for
BEST PRACTICES TO
MAXIMIZE ROI & RESULTS
Table of Contents
Building Email Marketing Programs that Work 3
Developing the Right Marketing Mix 4
Setting Goals for Your Program 6
Growing Your Audience 7
List Management 7
List Maintenance 8
Beyond the Basics 10
List Segmentation 11
Crafting the Perfect Email 12
Multipart/Alternative MIME Format 13
The Nine Commandments of Email Formatting 14
Mobile Devices and Smartphones 16
Social Media 18
Getting Emails into Inboxes 20
Improving Deliverability 20
Anti-Spam Laws 21
When to Send and How Often 23
Measuring Your Program’s Results 24
Deliverability Metrics 24
Interaction Metrics 25
Determining ROI 27
Measuring Sales Influenced by Email 28
Calculating ROI 29
Optimizing Your Program for Better Results 30
Tests to Try 30
Building Email Marketing Programs that Work
If you’ve sent an email promoting your business or responded to an email offer yourself, then
you’re familiar with the concept of email marketing. Successful email marketing doesn’t have to
be complicated, but it does require some dedicated thought, effort, and planning to be a great
relationship management and sales tool.
If you’re looking for ways to leverage best practices to build higher-performing email marketing
programs and get the highest possible return for your investment, this eBook is for you.
We’ll cover some of the basics, such as how to best build an HTML email and manage marketing
lists, but also share best practices on how to optimize for different types of goals, improve
campaign performance, and analyze the results of your email campaign.
Developing the Right Marketing Mix
The best email marketing programs don’t set out to deliver a one-off (read: random) email every
three months, but instead use a mix of email marketing types to create a great prospect and
customer experience. While most small businesses start with lead generation in mind, consider
how customer engagement and nurture marketing can play into your strategy.
Clients or prospects can fill out a form to receive a quote or download content from your website,
sign up for a newsletter, register for a contest or promotion, or attend an event. These subscribers
have “opted-in” to your mailing list and have shown some level of interest in your company,
products, or services. Email marketing can help you qualify those individuals as prospects or leads.
Email is a great way to communicate with customers and keep them engaged with your product
or service. Sending regular emails will increase their trust in your brand and ensure that your
company is top-of-mind when making another purchase decision. Examples of customer-facing
email marketing include:
• Weekly, monthly, or quarterly newsletters
• Announcements of new products or services
• Promotions, discounts, or coupons
• Event invitations
• Customer surveys
• Renewal notifications
• Holiday, birthday, or anniversary greetings
A happy birthday message from
A text-based email from The Nature
Include dynamic content in your email campaigns for a personal touch. Customer relationship
management (CRM) solutions often contain a wealth of information about your customers –
location, gender, company size, buying preferences – that could be used to craft an email that is
unique to each individual on your list.
For example, if you have a second store location opening in Las Vegas, use an email campaign to
invite your Nevada-based prospects and customers to visit your grand opening. Running a summer
promotion on swimsuits? Send an email to your list with a 10% discount.
Email marketing can be set to run on “auto pilot” with nurture marketing (also known as drip
marketing). Automated nurture programs send a series of emails to an individual or list over a
period of time. However, the real power behind nurtures is the ability to include decision points
and actions based on how the recipient interacts with your message, allowing for a customized
experience. A well-built nurture program can increase rapport with your customers, grow trust in
your brand, save valuable sales resources, and convert a higher percentage of leads into paying
An example of a nurture email
received after visting the kid’s
menu on Studio Movie Grill’s
Setting Goals for Your Program
The first step in improving your email marketing strategy is to revisit the goals you set when you
first started. We often see customers who started out sending one-off email newsletters every
few months, but are now ready to take a more focused and targeted approach. Setting goals will
help you determine when you achieve success by setting metrics you can measure. You’ve heard
the saying (usually around New Year’s when everyone’s on both a diet and a budget): what gets
measured gets managed. The concept applies to your email program as well; knowing what you
want to accomplish will help determine the appropriate target audience, content, send times, and
Different business will have different goals; while an ice cream shop may want to incentivize more
in-store traffic with a newsletter that features new flavors or seasonal features, a cleaning service
may want to drive more traffic to its website, with the goal of generating more requests for quotes.
Here are some examples of goals you could set for your email marketing program:
• Increase form completions - Track the number of submitted “contact us” or “request a quote”
forms generated by your marketing emails.
• Increase store traffic - Send out updates about seasonal favorites, or when a new product
arrives. You could also send offers for a free sample, consultation, or discount, depending on
what’s appropriate for your business.
• Increase order size - Find out if customers who received a 5% off or free quote offer via email
spend more with you than others.
• Increase customer loyalty and retention - Over time, you’ll collect enough data to measure the
impact of your email marketing program on customer loyalty. For example, you may find that
consistent communication with your clients leads to higher retention rates or more return
visits and purchases.
• Increase attendance at an event - Generate awareness for an open house or trade show booth,
send traffic to your event’s webpage, and collect RSVPs via event invites and reminders.
• Increase web traffic - If you are launching a new brand or offering, you’ll likely want to bring
attention to it via your website. Set goals around traffic to your site overall, as well as page-
specific metrics such as unique visits and number of pages viewed per visit.
Later on, you’ll also set specific goals for the performance of your emails, but for now, focus on the
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