If your local small business isn't taking advantage of local email marketing as a marketing channel to grow your business now is the time to get started.
Email marketing still remains one of the most effective marketing channels for most businesses.
Some of the marketing needs for local businesses are slightly different than businesses targeting a larger geographic area. So, in this article, we're going to focus on how you can optimize your email marketing for a local audience...
The benefits of local email marketing for your local business are plentiful. When optimized properly, this marketing channel can be a significant source of new business and have a very high ROI.
Here are our tips for optimizing your email marketing for a local audience...
Subject lines play a huge role in click-through rates. Did you know that 47% of email recipients open email based on the subject line alone?
Have you ever opened an email because of an intriguing subject line? I bet you have.
Here are a few tips to make your subject lines more engaging:
To get some great ideas for top performing subject lines check out these articles:
Obviously, timing is an important consideration in your local email marketing campaigns. Local customers are much more active on certain days and even within small time frames.
You don't want your emails to go unnoticed especially if you've put so much effort into crafting them.
Here's a study from CoSchedule to help you narrow in on when to email your audience:
The study revealed that customers are more likely to open an email when they're not busy. Although these stats are compelling, they are not set in stone. You'll have to perform your own testing to figure out when to email your audience to get higher open rates.
You should test the best times and days against your own list even if it means sending many variations at each peak time just to understand what your list responds to best.
By the way, I'm assuming you already have an email list. If you don't or want to continue to grow your email list, you might find this article on building your email list helpful.
Another way of getting marked as spam is to email your customers irrelevant content or messages. If you send emails that highly resonate with your audience then you are sure to get higher open rates.
You might want to consider segmenting your email list by location or preferences. Email list segmentation is really important because it allows you to send extremely relevant content to your list, which will increase open rates and engagement. Here are a few examples:
Makes sense, right? The more relevant you can make your email messages to every person on your list, the better your results will be.
Split testing is always a great idea in any digital marketing channel. Whether you're working on Facebook local advertising or a local PPC campaign, split testing will give you a bird's eye view on what is effective and what is not.
Email split testing can increase your conversion rates, but you’ll want to test just one aspect at a time to ensure you’re collecting accurate results.
Try following these simple steps:
Did you know that 59% of email opens occur on mobile?
If your email messages are not optimized for mobile, then your email marketing results are suffering and that's a fact.
Optimizing your local email marketing for mobile users is a smart and profitable business move. Many of your subscribers will open your email on a mobile device no matter where your local area is.
Here are ways to optimize your email for mobile users:
If your small business has various locations or if you’re creating hyperlocal deals for your customers, don’t send every customer to the same URL. Instead, consider creating customized landing pages for various customer segments or for customers in different locations.
By redirecting people to landing pages designed specifically for their needs, you’ll guarantee they get what they need with a single click of a button.
It's also a great way to point them to awesome content that you’ve created just for them, leaving them with a sparkling first and lasting impression of your brand.
Social media can help your local email marketing campaigns and vice versa.
How? Let's take a look...
Your email marketing is not a set it and forget it type of deal.
It's important to consistently review your email list for accuracy and identify updates or changes you should make.
Keeping your email list clean, current, and updated will only improve the results you see from your local email marketing campaigns. Take the time to review your list at least every 3-6 months.
I hope you found these local email marketing tips helpful.
It may be as easy as clicking the SEND button, but the success of your local email marketing depends on how much effort you put into it.
If you're looking for other email marketing resources you might find these articles to be a huge help too:
So what do you think about these tips? Do you think they can help you achieve your local email marketing goals?
Don't be shy to leave a comment below, we'd love to hear from you.
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Header image courtesy of Pexels.
Tim Fitzpatrick is the President of Rialto Mobile Marketing. At Rialto Mobile Marketing we help take the guesswork out of marketing for small businesses and make it simple. We're the bridge between where you are and where you want to be.