eMail Marketing For Small Business

Sure it’s important to be active on social media, but a high percentage of your posts will never reach your followers.  Why?  Well on Facebook, for example, complex algorithms determine which posts will show up in the feeds of your followers unless you pay to promote them, and on other channels there is simply so much content being produced that followers can’t hope to see it all.  Is social media still valuable?  Absolutely.  People will still check you out to see your “real” company, and there are things you can do to be more visible, but eMail is one of the few remaining channels with a decent percentage of connections to your followers (assuming you’re respectful, add value and don’t spam).

As a small business owner your email contact list is like gold, something to be valued and cared for.  You should maintain a list of opted in clients and prospects who want to hear from you, and in return provide them with engaging content that provides value, is brief, and delivers information and insider offers that they may not be able to find elsewhere.  Your email list should be treated like your inner circle.  Reward them with early announcements, special offers, and most of all, highly useful information that would make them look good to others if they were to share it.

Which eMail Software Should You Use?

We generally recommend one of the following 4 options to clients for small business email marketing:

  • Mailchimp – This software is attractive to many small businesses because it is free for up to 2,000 subscribers and 12,000 emails per month.  It also has a very easy to use drag and drop interface for creating templates.   However, before you jump into this option there are a few drawbacks to consider.  First, while email delivery rate is decent, we do know of cases where some users have had their emails flagged as spam because they were using Mailchimp.  They are also very strict about your list so if you are just getting into email marketing and your list has not been active, you may get some bounces.  Mailchimp will quickly shut down your account if your bounces are too high out of the gate and while they used to allow you to contest this decision, we have seen that more recently they simply freeze the account and become unresponsive.  Customer service is also limited to searching through their FAQ database or attempting to get a response via email.  Finally, Mailchimp requires double opt in on any email sign up form you place on your website, which means that Mailchimp will generate an email to after someone completes your form, and unless the subscriber clicks on the link in that email, they will not be added to your list.  This extra step has been shown to reduce sign up rates by 20-30% (possibly because the confirmation email was missed or itself went to spam), which is a big chunk of your list.

  • Constant Contact – Of the non-CRM tools, this is the one we recommend the most.  While you will pay a small monthly fee (starting at $20/month for 500 subscribers), they offer excellent customer service by phone, chat and email, they do not require double opt in email sign up forms, and they offer an enhanced plan starting at $45/month that includes surveys, registration forms, coupons etc.  We have also found their email deliverability rate to be higher than Mailchimp.

  • Zoho CRM – Zoho is a good starter CRM for small businesses who are looking more to automate their workflow than to do really robust marketing automation.  For more information on Zoho CRM, check out our page CRM For Small Business.  Although they do have free versions of most of their modules, you will likely find that to get them to integrate with one another and perform the basic tasks that most small businesses require, you’ll need to upgrade.  The Zoho Enterprise CRM version is $40/month and then to send emails, you’ll need Zoho Campaigns which is $10/month for 1000 contacts.  The advantage of using Zoho for your email marketing is that it connects with the CRM customer database so you’ll be able to see detailed behaviors of each contact.  We love Zoho CRM for seamless workflow automation but have seen some issues with email deliverability with the Campaigns module.

  • Infusionsoft – This is the Ferrari of CRM tools, especially when it comes to marketing automation and is the software we recommend out of the gate.  You’ll find your business able to not only send out beautiful HTML emails, but automate the process of sending personalized plain text emails to nurture relationships while saving you a ton of time.  After implementing Infusionsoft here at ZenChange we found that we were able to reduce one full headcount, it was that good!

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The thing you need me to do better be fun, worth doing and generous. If it’s not, I’m not going to do it, no matter how much you need me to do it. — Seth Godin

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Email Marketing Small Business

Over 75% of email revenue is generated by triggered (i.e. targeted like you can do with Infusionsoft) campaigns, rather than one-size-fits-all campaigns. Automated email campaigns account for 21% of email marketing revenue.

75%
  • 23% of readers who open an email on a mobile device open it again later. – Campaign Monitor

  • One out of every three clicks within an email occurs on a mobile device. – Campaign Monitor

  • Personalized email messages improve click-through rates by an average of 14% and conversions by 10%. – Aberdeen

  • Emails with personalized subject lines are 26% more likely to be opened. – Campaign Monitor

  • You are 6x more likely to get a click-through from an email campaign than you are from a tweet. – Campaign Monitor

  • Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey

  • Email subscribers are 3 times more likely to share your content via social media than visitors from other sources. – Quicksprout

  • 72% people prefer to receive promotional content through email, compared to 17% who prefer social media. – MarketingSherpa

  • Including a call to action button instead of a text link can increase conversion rates by as much as 28%. – Campaign Monitor

  • Email marketing drives more conversions than any other marketing channel, including search and social. – Monetate

  • Sending four emails in a month instead of one significantly increases the number of consumers opening more than one email – WhoIsHostingThis “Email Deliverability 101”.

  • 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed. – Forrester Research

Are Your eMails Mobile Friendly?

About 53% of emails are opened from a mobile device.

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What We Do

  • Create an attractive template consistent with your brand image.
  • Write the content for your newsletters including blogs, tips and offers.
  • Write compelling headlines.

  • Develop beautiful graphics for your banners.
  • Create drip marketing campaigns to nurture contacts.

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