src=”https://buffer.com/resources/content/images/2022/05/erica-steeves-G_lwAp0TF38-unsplash.jpg” alt=”How These Small Businesses Are Winning at Email Marketing”>
Emails sent. Sending emails. Answering emails. Emailing is an integral part of modern communication. Email strikes the perfect balance between conveying information and being organized. It’s a quick, efficient, and convenient way for people to keep in touch. Small businesses have found emailing to be a great way to communicate with customers. There are over 4 billion people who use email, making it an excellent channel to reach customers. These eight small businesses are great examples of high quality email content and can help you send a weekly newsletter to your company.
Email marketing: The promise data
Email marketing is more likely to bring in sales than social media marketing. 60% of consumers claim to have purchased because of email. Customers also have a greater likelihood to receive promotions and deals directly to their inbox. While they might not be following all your social media posts, email is the best link to your customers.
Small businesses have the great news that brand emails are actually liked by their readers! Adobe found that half of respondents prefer to receive emails from companies they follow. Mapp Digital’s 2016 email marketing report found that 40.7 percent of users would prefer to receive weekly emails from brands rather than receiving daily or multiple-weekly emails. It is possible to send more than one email per week. Constant Contact, one of the most popular email platforms, recommends that businesses send three emails per promotion or product launch. These should include an announcement, reminder and last chance alert. This will ensure that your customers are informed about your latest promotions.
You can experiment with how often you send messages to your customers and brand, but at the minimum you should send one per week.
8 ways to elevate your email marketing
A compelling and interesting subject line is the key to an email that’s successful. Adobe found that 37% of respondents wanted emails with more information and less promotion, while 27% desired emails that were more relevant to their interests. Any business can create more personalized and informative emails.
Let’s look at real examples from small businesses you can use for your next email.
1. Subscribers get early access to exclusive deals
Subscribe to our newsletter to get the best deals, reward programs, and first access to new products.
Subscribers to Good Day Chocolate are the first to know
Good Day Chocolate offers a range of fair-trade chocolate supplements including those that promote sleep, calmness and energy. In February 2022, Good Day Chocolate sent out a newsletter containing the good news. It stated, “You’re among the first to know!” This call to action allowed users to “Shop Early” which allows customers to feel informed and in control.
Saie allows early access
Similar to this, makeup brand Saie launched their highly anticipated concealers with an Instagram campaign. They also offered early access to subscribers through a newsletter. The email contained a link that allowed users to order the concealer ahead of the launch date. Saie included keywords in the email subject to give subscribers an exclusive access. This made them feel valued and special.
These offers are extremely valuable because they allow customers to beat the competition. Saie was even more creative, marking the CTA to purchase concealers “From The Future” on their CTA. This is a reference to the fact that email subscribers were able buy the new product a full week before it launched on Sephora and Saie’s websites.
2. Make an email series
Email series are a great way for businesses to create content that is more general. Although the brand remains the main focus, series often have other distinguishing factors that make it stand out from product-focused marketing.
Reformation’s First Impressions
Fashion brand Reformation launched an email series called “First Impressions”, in which they gave their clothes personalities asking, “What if our clothes spoke back to us?” Hunter Harris, an entertainment reporter and TV writer, wrote these newsletters. She also added humor and flair to the emails. It was a great success, even receiving shoutouts on Twitter. The campaign also highlighted the brand’s blouses, dresses, and pants.
Saie is Obsessed
Saie also created an email series that featured the favorite items of their coworkers. Obsessed does include Saie products but the company also highlighted items that were not part of the business. Lauren, Saie’s Head for Community, shares her passion for rock climbing, innovative art pieces and her favorite restaurant – BarPart Time in San Francisco with readers.
3. Adopt a position
Your business gives you a platform. You can use that platform to highlight important social causes. A survey of 2021 found that 35 percent of respondents said they trust companies who take a stand on social, political and environmental issues. People want to know if the values they hold are shared by businesses they support. These issues can be discussed in your newsletter, which will let your readers know your position.
Tache stands for the rights of abortion
Pistachio Milk brand Tache distributed a newsletter to inform its followers that they would donate proceeds to organizations that support reproductive rights when the future of abortion rights was on the front page in the United States.
Glossier encourages voting
Glossier, a makeup brand, released an email campaign in 2020 to encourage people to vote. It did this by introducing their partnership “When We All VOte” and urging them to do so. This is a great way to give users more information than just thinking about the bottom line.
4. Personalize your message
Email allows brands to be more specific than on other platforms. This gives them the opportunity to build a stronger relationship with their readers. You could address the email with the customer’s name. However, you can also touch on sensitive topics via email. An email message sent via email can feel more personal than one posted on Instagram.
Hu Kitchen is real about Mother’s Day
Hu Kitchen, a vegan and clean chocolate brand, posted about Mother’s Day to Instagram and Facebook. There was no way for Hu Kitchen to restrict the post’s visibility to certain customers. Hu was able modify the recipients of their Mother’s Day emails by emailing customers ahead of the holiday asking if they’d prefer to be removed from all Mother’s Day content.
This content shows that the company cares about all their customers and goes above and beyond to ensure they only see content that is relevant to them.
Paynter Jacket offers custom product updates
Paynter Jacket creates limited-edition jackets four times a year. They also put as much thought into emails as they do their custom denim. After a customer orders one of their drops, the brand sends them several personal emails to update the customer about the order. These emails are more than just tracking numbers. They also contain interesting behind-the scenes details. The email below reveals the number of countries that the batch will be delivered and the names of those involved in the jacket-making process.
Paynter includes photographs of the manufacturing process as an extra touch.
5. Send a weekly digest
A weekly roundup covering a range of topics is a great way for your customers to stay informed about the latest happenings in your business.
Elpha shares their top priorities for their community
Elpha is a professional network that helps women succeed at work. Each week, Elpha sends out a digest with several sections. The newsletter summarizes the top topics on the site over the week and gives members easy access to high priority items such as job postings or upcoming virtual events.
There are so many options for personalizing your newsletters. Your subscribers will enjoy receiving your emails every week, as long as they are filled with useful and entertaining information. We hope you found this article inspiring and helpful.
Which newsletter do you prefer to receive from brands? Let us know by sending us a DM and tweeting!
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