Poof, when Facebook changes its business page policies, your business page becomes outdated.
With frequent changes to Facebook, Twitter, blogging and other social media, small business can maintain a consistent digital presence with email marketing. When combined with a properly maintained list, email marketing remains the #1 asset for small businesses. Follow these 5 best practices for email campaign success.
Format content for high readership
- “How to” stories
- Top tips for customers to get the best out of your products or services
- Opinions and analysis on event, news, product, industry trends
- Predict the future trends
- Retell horror story on how you survived a disastrous business decision; include lessons learned
- Surveys / feedback requests
- Interviews
- Statistics and lists
- Event recommendations; 5 things you learned from an event you attended
Create and follow an editorial calendar and re-purpose plan
- Develop a 6-month editorial calendar. Include deadlines and accountabilities
- Re-purpose content in social media posts
Mini-skirt principle: Long enough to cover the subject and short enough to be interesting
- Subject line – 5 to 8 words or 35 characters
- Body copy – 250 words (approximately one typed paged double spaced)
Engage
- Establish reliability by engaging on a consistent schedule versus a frequent and erratic schedule
- Encourage readership response with visible Call To Action (register, join, sign up, send, donate, learn more, read more, visit our website, volunteer, act now)
Rule of 2
- Readers decide in 2 seconds whether to click open or delete
- Readers look at 2 things to determine open or delete – Your From and Subject lines
- The first 2 words of the subject line are the most important
- Whenever possible have 2 sets of eyes review before clicking the send button
- Create 2-way conversations
What best practices do you follow to increase click through and open rates? Share with our readers in the comment section below.
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