Sometimes it can feel like you’re invisible on social media and in your potential client's inbox. Attention is the new currency. Everyone wants more visibility. Service business owners are competing for attention and there is an avalanche of content from everyone. Thanks AI. AI can be a helpful tool but there needs to be strategy and expert knowledge of the topic involved.
When I started sharing email marketing tips four years ago there were very few email marketers in New Zealand or on Instagram sharing the benefit of this proven marketing channel.
I’m happy to say that, with a little push from the pandemic, that’s no longer the case. The message is getting through and I’m seeing more people talking about the benefits of email marketing.
Now that content is easier to generate (even if it’s low quality), and more people are using email marketing to connect, there’s more competition. Does that mean you can’t stand out in the inbox and you’re doomed to fight the same fight as on social media?
No, people are still reading emails and connecting with brands via email marketing. 77% of B2B buyers prefer to be contacted over email (Snov.io)
And it’s not just B2B consumers. But if that’s the case is it easy? No, nothing is easy. But it’s much more direct and impactful than trying to compete with others to show up in our ideal clients' feeds.
How to stand out in your ideal client's inbox
The following email marketing tactics will help you increase your email open rate and increase your visibility in the inbox:
- An email marketing strategy that's aligned with your business goals and target audience.
- Quality content that talks to your target audience
- Subject lines that aren’t boring
- Preview text that supports your subject line
- Senders details (from email address and name) that don’t make you seem like a faceless brand that doesn’t care
- Complying with email marketing regulations and email marketing platforms' terms of service
- Messaging that moves them through their journey with you and helps you stand out
- A welcome sequence to welcome all new subscribers
- A/B testing subject lines
- Authenticating your domain and setting up your DMARC policy
I can't go into the nitty gritty with each of these in this blog. If you'd like more detail then my email community is the place to be to get a good grounding in email marketing for service businesses in New Zealand.
Why you need an email marketing strategy for your service business
Standing out starts with a good email marketing strategy based on data. This helps you understand your target audience which is essential to writing email marketing messages and subject lines that appeal to their desires and connect with them as a person.
An email marketing strategy focuses on:
- Your business and marketing goals
- Your target audience and what they care about
- Your unique position in the marketplace compared to your competitors
- Your email marketing content plan
- Recommendations to optimize your email marketing
Your email marketing strategy can help you with many of the tactics I’ve mentioned above.
I go into more detail with my email marketing community on these email tactics but here are a few pointers to get started.
If you’d like to learn more then join Digital Chats with Tiffany. You’ll also get a get started with email marketing guide. If you’re already sending emails there’s something for you too.
Creating quality email content that talks to your target audience
Quality content is not created by AI. Someday it might be. But if it can be generated then - how will it help you stand out? Take a common problem that your target audience has and talk about how you solve it. That will generate more authority than something they can get from a bot.
Subject lines that inspire curiosity
Subject lines and preview text work together to open a curiosity gap in your mind. That is the gaping chasm or narrow leap between their current understanding and what they want to know. An example subject line for accountants would be:
- Subject line: Is your business leaving money on the table?
- Preview text: Find out untapped solutions that have benefited my clients
Can I use a no-reply address for my emails?
Please don’t. Big brands do this but one of the advantages you have as a small business owner or entrepreneur is that your clients get to know you. Hiding behind a generic email address like a no-reply, hello or role-based email address puts a barrier between you and your prospective clients. Instead, try using your name.
Stick to the email marketing rules
It still baffles me how many people buy and sell email addresses, import subscribers from suspect sources, and treat their email list like a booty call. The rules are relatively clear. Three of the biggest ones are: Only email people who have subscribed to receive marketing emails from you, give them an option to unsubscribe, and don’t email them once they have.
There are more but you’ll need to check your local privacy and electronic messaging rules and your email marketing platform terms and conditions. For New Zealand service-based businesses you’ll want to check out this article from the Department of Internal Affairs. Please note: I am not a legal professional so I cannot advise you regarding legal or compliance matters.
Take your subscribers on a journey
Beyond providing the value they signed up for (including sharing your services) your emails should take your subscribers on a journey. There’s a lot of controversy around the marketing funnel. But if we focus on helping our subscribers and making it clear how they can get to know us better or work with us to solve their problems then it’s a mutually beneficial experience.
Not everyone will buy but you should create different types of content that helps them take the next step if they want to.
A welcome sequence is your welcome mat for new subscribers
You wouldn’t leave people at your front door so why do you ignore people who join your email list?
Your welcome sequence delivers your lead magnet (assuming you have one), then explains who you are, how you help, and how and when they’ll hear from you next. It’s my mission to make sure more New Zealand service businesses have one of these.
Take your email marketing to the next level
A/B testing subject lines isn’t a beginner approach if you’re not techy. But it’s definitely not as hard as it sounds. You identify something to test, include two versions, and your email marketing platform tells you which subject line wins.
Authentication is techy and it deserves its own blog or email. You can read more about it on the Google blog.
If you’re interested in learning more definitely join Digital Chats With Tiffany. I look forward to chatting with you.
Tiffany Your NZ Email Marketing Strategist For Service Businesses
Hi I'm Tiffany, your email marketing strategist for service based businesses. Based in Auckland New Zealand I'm one of the few NZ email geeks for hire that offer email strategy and marketing automation for your professional services business. Turn attention into leads with a better conversion rate.