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Email Marketing for SMB’s

Are you stuck for ideas on how to market to your customers? Have you considered sending emails but are unsure of what to send?

Email marketing is one of the most popular forms of communication between your business and your customers. Done right it can be an effective way of keeping your customers up to date on recent events within your business, and of providing special offers and discounts which can help generate a renewed interest in your products and services.

The key to email marketing is to not push a sales pitch at the recipient but rather personalise and tailor your message to what you believe their relevant interests are. Relevancy is the buzz word.


Why consider email marketing?

1. It is affordable – in fact we use Mailchimp as a mailing platform and it is free to use for a subscriber list of up to 2,000 email addresses. That is just great value for money and ideal for the small to medium sized business with a customer database.

2. It is fairly easy to do – Mailchimp takes away much of the hassle of running email campaigns, they have a guided send process and will provide real time analytics on how it is performing. All for free (we do love those guys over at Mailchimp!).

Setting up an email can be as easy as just using a template and filling in the text, but for the more professional look, we can design and build an email template for you mimicking your brand and style.

3. It’s great for your customers – Recent studies suggest that he vast majority of us now prefer email as the primary form of communication between B2B, and for B2C it is one of the most effective forms of communication to encourage and increase engagement. It’s also great for retention too!

4. It’s not just for promotional – You can do a lot with an email. Promoting products and services is one of the main reasons for sending emails, but for existing customers and small business owners you should be using emails for loyalty, welcome messages, newsletters, engagement, social media, purchase, post-purchase, and so on… The list is quite long. Each form of communication is an opportunity to reach out to your customers.

5. It has the highest ROI – Enough said really. If you are looking at spending money on marketing, consider spending it on re-engaging with old customers from your database first. Build and capture email addresses from those visiting your website, new customers, and use welcome messages to keep their attentions on your brand. For the little you will spend on having an email template designed and built, you will bee surprised on what you can get back from it.


Our Advice

Naturally we want you to try email marketing. For a small outlay you can be up and running within a matter of days. All you need is a fairly up to date database of customer names and email addresses. Ideally you don’t want to be buying data lists unless the supplier is a credible source of UK based data.

Try to segment your lists; simple ways of doing this could be by gender, location, or for businesses consider business type. Segmenting your list will help you to tailor your messages even better. Sending a simple catch all email to everyone doesn’t always yield the best results, so remember, segment and keep it relevant – There’s that word again.

Don’t fill your email with loads of stuff, keep it short, keep it simple, and make sure you have a nice big call to action button, ideally directing them to a landing page that is relevant to the email content and your desired goals.


We can help you

We’ve had a fair amount of experience with emails over the years so please do contact us if you are interested in knowing more. Call us on 01327 317711 or email richard@pinnacle-creative.co.uk

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