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5 Tips for Improving Your Bottom Line with Email Marketing

5 Tips for Improving Your Bottom Line with Email Marketing

As a business owner, you know exactly how tricky it is to be your company’s Jack of All Trades. Some days you need to be the accountant, the marketer, the CEO, all while trying to grow your business at the same time.

But what if there was a way you could increase communication with your audience, drive more traffic and sales, manage all aspects of your business and do so without breaking the bank?

Thankfully, there is something that can help: email marketing.

Why Email Marketing?

Simply put, email allows you to stay in touch with and send valuable information to customers and prospects. And if 74 percent of people say they prefer to hear from brands via email over other communication channels, then it’s important to keep them happy. As you build trust among your audience with email, they’ll also be more willing to purchase from you when they’re ready.

Plus, when you use an email marketing platform to send your emails, you can automate your emails to send the right message to the right person. As they platform works for you, you get more time to address other aspects of your business.

Ready to learn how you can make a return on your investment in email? Here are five tips to keep in mind as you get started with email marketing:

  1. Commit to growing your email list.

Your email subscribers are the most important aspect of your email marketing, and you’ll need to commit to growing your audience in order to be successful. If you want to develop loyal brand advocates through email, then you need a list of email subscribers to communicate with.

Thankfully, growing your email list is easy. The first thing you need to do is add an email sign up form to highly trafficked pages on your website, such as your homepage or blog page.

To encourage people to sign up to your list, consider offering an incentive, such as a free ebook or discount off the purchase of a product or service. These are perfect for convincing those who need that little extra push to sign up to your list. Plus, it gives you a chance to make a great first impression with your product or content.

You can also encourage people you meet to sign up to your email list on the go when using a mobile email marketing app via your smartphone. And don’t forget about your social followers too – you already know they’re fans of your brand, so why not ask them to sign up to receive email updates from you too?

Having a list of email subscribers who look forward to hearing from you can be powerful when you’re ready to send an email that promotes your product or service.

  1. Send valuable content.

Once you have a sizeable list of email subscribers to communicate with, it’s time to start building trust with the content you send.

A common misconception many brands have about email marketing is that it’s all about the message they want to send to customers. However, it’s really the other way around.

What do your customers want to read, watch or listen to? What needs do they have that your brand is in the position to satisfy?

When your focus is on the people who make up your email audience, it becomes a lot easier to create content that is relevant and valuable to them. Whether you answer their common questions related to your business or send them the occasional exclusive discount, your emails are your chance to bond with your individual subscribers.

And as that happens, you’ll also begin to see people increasingly move from a one-time shopper, to a subscriber, and eventually to a loyal brand advocate. The more valuable you are to them, the longer they’ll stick around and purchase from you again in the future.

Not sure what kind of content you should send to your subscribers? You can find tons of tips on AWeber’s Email Blog. For now, here are some ideas to help you get the wheels turning:

  • Educational series
  • Information about your business
  • Company updates
  • Industry news
  • Blog content
  • New ways to use your product or service
  1. Offer exclusive discounts.

While sending valuable content like educational blog posts can do wonders for establishing trust with your audience, it’s true that many people sign up to email lists so they can get first dibs on exclusive promotions. In fact, 44 percent of email subscribers made at least one purchase based on an email they received. At the end of the day, there’s a tremendous amount of buying power in your email list. And linking back to the product pages on your website is essential to earning a return on your investment in email marketing.

The trick is, however, to ensure that your emails don’t become too salesy and self-promotional. Unless your audience exclusively wants the latest discounts from you business, you’ll need to find out what works best for your audience.

Tip: To get started, consider allotting one to two emails a month that offer a discount on your products or services. You can try sending them more frequently to see if they still get good engagement (high open and click-through rates).

  1. Turn shoppers into email subscribers.

When someone makes an online purchase from your business, you’ll need a way to extend the interaction. No business owner wants to see someone make a single purchase and never return – and email is a great way to prevent that from happening often.

Having an email marketing service provider that integrates with a shopping cart tool (such as Shopify) can be a great way to capture email addresses of shoppers and add them to your email list. Be sure to also tell them that they’re going to receive future emails from you with blog posts, discounts and news. This way, you’ll extend the connection so that they have a chance to interact with your brand again in the future.

If you have shoppers added to an exclusive email list, you can set up an autoresponder email series that welcomes them to the list, and thanks them for making a purchase. You can also schedule these emails to include a discount offer for their next purchase.

Other content ideas for your emails include more information about your company, other products you offer and new ways they can use the product they recently purchased. This is also a great time to share other content you have, such as blog posts or videos.

  1. Personalize your content.

Once you have those email addresses, consider sending them emails based on their preferences. Did someone purchase a new handmade baby blanket from your store on Etsy? Add them to a list so you can send them emails with content that relates to it.

According to e-tailing, 41 percent of people said they purchased more from retailers that send personalized emails based on past browsing and buying behavior. And it’s easy to understand why – sending your subscribers recommended products based on their previous purchases creates a personalized experience. As you show you’re attuned to your audience’s interests, they’ll be more likely to purchase from you again in the future.

Ready to put these tips into action?

Your audience is waiting to hear from you. If you’re new to email marketing, we have your back. Sign up for a free trial of AWeber Email Marketing and get access to all the tools you need to engage your audience with email.

For more tips on what to write in your emails, how to get email subscribers, when to send your emails and more, download Growing Your Business with Email Marketing at




Kabbage Team

Kabbage is here not only to provide access to the small business funding you need, but to also help you grow your business through free marketing tips, webinars, tools and more. Is there something you'd like us to cover or want to get your small business featured on our blog? Send us a note at