How These Small Businesses Are Winning At Email Marketing


Sending emails. Consulting emails. Responding to emails. Email, in all its iterations, is an important part of communication in today’s world. For many, email strikes the perfect balance to convey information: it’s an organized, instant, and convenient way to keep in touch with others. Email has especially proven to be an effective way for small businesses to connect with their customers. After all, more than 4 billion people are active in e-mail, making it a great channel to reach customers. Whether you’re considering sending a weekly newsletter to your business or putting your toes in email marketing, these eight small businesses offer great examples of high-quality email content.

Email is likely to drive more sales than social media marketing, with 60% of consumers claiming to have made a purchase because of an email. Customers are also more likely to see promotions and offers that are sent directly to their inbox, while they may not be capturing all of your brand’s posts on social media in their feed. electronic the most direct link to your customers.

The great news for small businesses is that the data shows that readers really like branded emails! An Adobe survey found that 50% of users prefer to receive emails from the companies they follow. According to the 2016 Mapp Digital Email Marketing Report, 40.7 percent of consumers would rather receive weekly branded emails than daily or multi-weekly emails. But sending more than one email a week can also be beneficial. Constant Contact, one of the leading email platforms, recommends that companies send a series of three emails for each product promotion or launch in the form of a last-minute announcement, reminder, and alert to ensure that your customers are up to date with your latest promotions.

While you can often play with the messages that you think are best for your brand and your customers, sending at least one a week is a good starting point.

The key to a successful email is to have something interesting and engaging to say. Adobe found that 37% of readers wanted branded emails that were less promotional and more informative, while 27% of users wanted emails that were more tailored to their interests. Creating more informative and personalized emails is something that any business can absolutely achieve.

Here are some real-world examples that you can use in your next email:

1. Offers early access and exclusive offers to subscribers

One of the most important benefits customers can receive by subscribing to a newsletter is gaining exclusive access to offers, joining some sort of rewards program, or being the first to know about new products.

Good Day Chocolate informs subscribers first

Good Day Chocolate sells a variety of fair trade chocolate supplements, including supplements that promote sleep, calm, and energy. When they launched a sleep aid for children in February 2022, they sent out a newsletter with the good news, which read, “You’re the first to know!” They also included a call to action (CTA) that allowed users to “buy early”, which helps customers feel up to date and as if they were benefiting from inside information.

Screenshot of a Good Day Chocolate email
Email newsletters often offer early access to products

Saie offers early access

Similarly, when makeup brand Saie launched its long-awaited concealers, they combined their Instagram campaign by launching the product with a newsletter that offered early access to email subscribers. Users were able to purchase the proofreader before the release date simply by clicking on the link included in the email. From the very beginning, Saie used keywords in the subject of email (your exclusive access) to make your subscribers feel special and valued.

Screenshot of a Saie email
Email subscribers received special access when Saie dropped their proofreaders

These types of offers can be very valuable, as they help customers to overcome the competition that new products often face. Saie was more creative marking his CTA to buy “From the Future” brokers. This is related to the fact that email subscribers were able to purchase the new product for an entire week before it could be posted on the Saie and Sephora websites.

Screenshot of a Saie email
The newsletters allowed the proofreaders to be purchased before the release date

2. Create a series of emails

An email series is a fun way for companies to produce content in a broader field. While branding is still the focal point, a number often have other defining factors that help it stand out from product-centric marketing.

First impressions of the Reformation

The fashion brand Reformation launched a series of emails entitled “First Impressions” in which they gave their clothing characters asking, “What if our clothes answered us?” As a pleasure for readers, they worked with journalists Hunter Harris – an entertainment journalist turned television writer – who wrote these special edition newsletters, instilling her humor and drive in emails. The campaign was a great success, even receiving shouts of Twitter readers – and it was an innovative way for the brand to highlight its dresses, pants and blouses.

Screenshot of a Reform email
Reformation was creative with its series of “First Impressions” newsletters
Screenshot of a Reform email

Saie is obsessed

Saie also created a series of emails with his teammates ’favorite things. While Obsessed includes Saie products, the company also made sure to highlight separate items from the business. Here, Lauren, Saie’s community leader, shares with readers her love of rock climbing, innovative artwork, and one of her favorite restaurants, BarPart Time in San Francisco.

Screenshot of a Saie email
This series of emails highlights Saie employees
Screenshot of a Saie email
La de Saie Obsessed includes off-line products

3. Take a stand

Your business offers you a platform, and you can choose to use your voice to highlight important social causes. In a 2021 survey, 35 percent of consumers said they were more likely to trust companies that take a stand on environmental, political, and social issues. After all, people want to know if their values ​​align with the companies they support. Talking about these issues in your newsletter is a great way to let your readers know where you stand.

Tàche defends the right to abortion

When the future of abortion rights was front-page news in the states, the Pistachio Milk Tache brand sent out a newsletter informing fans that they were donating revenue to organizations that support reproductive rights.

Screenshot of a Tache email
Tàche sent a bulletin in support of the right to abortion

Glossier encourages voting

In 2020, just before the U.S. presidential election, makeup brand Glossier launched an email campaign encouraging users to vote by presenting its partnership with the “When We All Vote” organization. Email focused solely on voting, not to mention any Glossier product to make it feel more authentic to customers. This is a great way for a brand to provide more informative content to users, rather than just thinking about the end result.

Screenshot of a Glossier email
Glossier encouraged voters to use their voice during the 2020 U.S. presidential election

4. Personalize your message

With email, brands can be much more specific than on other platforms, and as a result, it’s an opportunity to forge a stronger connection with readers. This could include addressing the email with the customer’s name, but also touching on more sensitive topics, as an email message may seem a little more intimate than one posted on Instagram or a website.

Hu Kitchen becomes real on Mother’s Day

When Hu Kitchen, a clean, vegan chocolate brand, posted about Mother’s Day on Instagram and Facebook, there was no real way for the company to filter the post for only certain customers to see. But by sending an email to individual customers before the holidays to ask if they would like to turn off all Mother’s Day content, Hu was able to change who they sent their Mother’s Day emails to.

Screenshot of an email from Hu Kitchen
Through his newsletter, Hu allowed readers to turn off certain content

This type of content shows that the company took all its customers into account and went further to make sure that people only saw content applicable to them.

Paynter Jacket shares custom product updates

Paynter Jacket launches limited edition jackets, four a year to be exact, and they think almost as much about their emails as they do with their custom denim. Once a customer buys one of their drops, the brand sends several personalized emails that update the customer about their order. More than a tracking number, emails contain fascinating details behind the scenes. In the following email, they share how many different countries the batch will be delivered to and the different people who will be part of the jacket making process.

Screenshot of a Paynter Jacket email
Paynter Jacket keeps your customers up to date with personalized emails

A special touch, Paynter also includes photos of the manufacturing process.

Screenshot of a Paynter Jacket email
The brand also sends unique photos to email subscribers

5. Submit a weekly summary

Submitting a weekly summary covering a variety of topics is a great way to make sure your customers are up to date with what’s new in your business.

Elpha, a professional network that helps women succeed in the workplace, submits a weekly summary with several sections. Essentially, the newsletter covers the most popular topics that took place on the site during the week, giving members easy access to high-priority items such as upcoming virtual events and job postings.

Screenshot of an Alpha email
Alpha’s weekly summary includes her most important topics of the week
Screenshot of an Alpha email

There are many ways to personalize your newsletters. As you package each message with useful and entertaining information, your readers will be eager to receive these regular emails from your brand. I hope this article has inspired you to get started more easily now!

What is your favorite type of newsletter to receive from brands? Send us a DM or Tweet and let us know!





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