8 Tips for a Successful Email Program

Email marketing might be a decade old, but there are always new ways to use this powerful channel to engage your customer base and increase revenue.

Use the strategies below to best utilize your email program, get your emails read, and drive customers back into your store.

Email marketing might be a decade old, but there are always new ways to use this powerful channel to engage your customer base and increase revenue.

Use the strategies below to best utilize your email program, get your emails read, and drive customers back into your store.

1. Define the Benefit to Your Business

The process of building a list, designing an email template and writing the email itself can be time consuming. As a small business owner, define your key objectives and utilize tools that do the heavy lifting for you. You'll save time and money.

Matching your objectives and goals means you have to track email marketing performance closely. Unfortunately, many tools don't allow you to measure success – if you can't measure it, it may not be worth your investment.

2. Define the Benefit to Your Customer

When considering the purpose of an email, ask "What is the value to my customers?" Think like the buyer and communicate value in order to establish the best content.

Create a list of what your customers might find enticing and write copy that reflects your brand while clearly stating what's in it for them.

3. Write Attention Grabbing Subject Lines

Keep subject lines short (experts suggest 49 characters). Write subject lines to pique your customers' interests.

Get personal by going local. Providing localization such as including your city and state improves open rates. Words like "Free", "Help", "Discount" and "Reminder" are shown to have a negative effect on delivery. Showcase promotions without using words that could hinder overall email performance.

4. Create Compelling Content

First, follow through on the promise you stated in the subject line, and use actionable content (Calls-to-Action). If your email is promotional in nature – pick one primary Call-to-Action that compels the reader to click.

Brevity is key. Write content that is powerful and to the point. Write directly to your readers so they can understand how the message affects them personally.

5. Keep Design Simple

Keep messages uncluttered, so the reader can focus on the Call-to-Action. This goes for text and images. We suggest one main image, then the email body and finally the Call-to-Action.

Design and copy really matter. Select an email program client who has clean design options for your messaging.

6. Segment Your Customer Database

Once you’ve built a customer database, use tools that allow you to target customers. Highly segmented email lists result in 39% higher open rates.

When loyal customers return to your store, you know you’re doing something right! Tools that can segment customers based on visits will help you target lapsed buyers and drive them back. Make sure your email program tool allows you to generate emails to these customer types.

7. Testing 1,2,3

Your business and your customers are unique. The best way to find out what is resonating with your audience is to test different variations of subject lines, copy and Calls-to-Action.

Track. Metrics such as opens, unsubscribes, and visits to your business will help you measure a campaign’s success. Once you have figured out the secret sauce, stick to it!

8. Measure Email Marketing Effectiveness

Standard email program providers will report on metrics like Delivery, Clicks and CTR. With a partner like Belly, you not only have a tool that helps build your email database and optimizes templates for performance, but you can actually track in-person conversion.

The online-offline relationship brands have with consumers makes it difficult to know who has converted after receiving an email. Now that you’ve spent time and money on this marketing channel, don’t you want to know if it works? We think so. And that is why Belly’s campaigns tool allows Merchants to follow the customer experience from email delivery all the way to in-store purchase.

Ready to see how Belly can help your business send better emails? Click here to learn more.