There are so many ways you can connect with customers, from social media to open houses to a professional website and more.

Whenever possible, I like to dig into our numbers here at Schedulicity to try to find nuggets of gold that may help you run your small business more profitably. I just came across a statistic that I knew I needed to share.

But sometimes, it makes sense to go back to basics. When it comes to email marketing versus social media marketing, studies show that 60% of interested people will subscribe to your email list compared with 20% of people who will follow your brand on social media.

Using email can also be more cost-effective than putting all your eggs in the social media basket. Business 2 Community reports that email marketing ROI is an average of 4,400% — that’s $44 for every $1 you spent on it! And if that’s not enough to convince you, HubSpot reports that more than 86% of B2B marketing is conducted via email.

Plus, if someone signs up to receive emails from you, they’ve already expressed an interest in what you have to offer. That means they’re more likely to buy something from you in the future, making it easier to leverage customer interest into a full-blown client relationship.

With these email marketing tips in your back pocket, you can start working toward that amazing ROI right away.

1. Send emails they can read on their phones.

People aren’t just checking email on their desktops anymore — they’re checking email via mobile as well. 

One of the most basic email marketing tips is to make sure customers can read your emails on their mobile screens. If they can’t, they’ll probably delete them, or worse, unsubscribe completely. 

A few easy strategies you can use to keep your emails clean on mobile is to keep them short and add some spaces between each element. If you include an image in your email, don’t make it so big that it won’t fit on a smartphone screen, and add a few extra lines of space between the image and your text. Companies like Clinique offer great examples of emails that look great on a desktop or a smartphone.

2. Test every variation of everything.

Sure, mobile-friendly email design can help make sure your emails fit on any type of screen, but the work doesn’t stop there. Now, you need to generate content. 

To figure out what works, you need to test out everything from subject lines to headers to calls to action — that’s something like “click here to book now” or “check out our latest blog post” with links to those pages. 

Try bold colors and images like in this example as well as more muted tones to see which gets a better response. 

Test out short and long body lengths, different CTAs, and variations in the “From” field. Use your name, your company’s name, or your name and title, and be sure to note what works for different segments of your audience. 

With Schedulicity, you can keep track of email performance and the number of bookings you get with each email, letting you know which email variations get the most engagement.

3. Encourage users to generate content.

The most obvious importance of email marketing is communicating with your consumers on a more personal level. 

But another good email marketing strategy is to encourage consumers to interact with one another, as well, creating user-generated content around your brand. In a report published by Adweek, 85% of consumers said they’re more influenced by user-generated content than any brand-created content. 

To generate more of it, use emails to ask customers to promote certain hashtags on social media with photos of them after a visit to your salon or gym. You can even take a page from beauty brand Glossier’s playbook and add reviews to your emails, encouraging current customers to post their own and potential customers to book an appointment.

4. Deliver dynamic content to stay relevant.

In Demand Gen’s 2016 Content Preferences Survey, 47% of customers interacted with at least three pieces of content before taking a serious step toward spending money with a business. That means your content can be a valuable tool in convincing readers to book an appointment with you. But to get clients closer to signing up for your service, the content they see has to be relevant to their interests and needs. You can deliver that with some automated email marketing tools.

With Schedulicity, for example, our businesses can use customizable templates to send automated birthday emails, thank-you emails, reminders, and re-engagement emails, with timing tailored to each individual recipient. That lets each client know you care about them. We also offer predefined client segmentation to send emails based on activity or tags you add yourself. You could sort clients by the services or packages they use, whether they have scheduled an appointment with you or not, how long it’s been since they’ve scheduled, or their birthdays.

The importance of email marketing is undeniable as companies use it more often and with more personalized campaigns. Make sure you set yourself up for success with online scheduling software that includes email marketing — like we do! To learn more about some of the most effective email campaign steps and how Schedulicity can help you use email marketing for your small business, contact us today.