Email marketing strategy is essential for every business, whether it has a virtual presence or not. It holds great significance for small businesses specifically because it plays a vital role in boosting brand awareness, building and nurturing relationships, generating leads and finally making sales happen.
However, email marketing can be challenging for small business owners due to its various complexities. Growing a subscriber list, creating multiple email sequences, writing effective email content to designing visually appealing emailer….it’s not easy at all!
Fortunately, this guide will show you how to use email marketing for small businesses in a highly effective and cost-efficient way to reach their desired audience.
Why use email marketing for your small business?
1. Cost-effective: Email marketing is a budget-friendly option compared to traditional marketing methods like direct mailers, billboards, or television commercials.
2. High effectiveness: Email campaigns have a significant impact, with an average open rate of 21.5% and a high return on investment (ROI) of $36 for every dollar spent.
3. Control and personalization: Email marketing allows you to have full control over your campaigns, personalize messages, and track performance metrics to improve engagement and conversions.
How to start email marketing for your small business?
1. Choose the right email marketing platform: Select an email marketing software that suits your needs and offers features like personalization, custom branding, A/B testing, drag-and-drop email builders, responsive design, and segmentation tools. Popular platforms include Constant Contact, MailChimp, HubSpot, Aweber, Sendinblue and more.
2. Build your email list: Generate your list by collecting contacts from industry conferences, adding a signup form to your website, offering discounts in exchange for email addresses, and leveraging your social media accounts to attract subscribers.
Be cautious when considering buying email lists, as they can have legal and reputation risks.
3. Plan your campaign: Once you have your target audience and email marketing platform in place, it’s time to plan your campaign.
Here’s a brief explanation of the types of email campaigns you can consider:
Blast emails: These are general announcements or updates sent to a large audience. They can be used for various purposes like company news, event invitations, or important announcements.
Monthly newsletters: Newsletters help you keep your business top of mind and inform your audience about new developments, industry insights, or valuable content. They help establish your credibility and authority in your field.
Welcome emails: These are sent to new subscribers or customers to introduce them to your brand, provide a warm welcome, and potentially offer a special discount or incentive to encourage engagement.
Promotional emails: These emails are designed to promote sales, special offers, discounts, or benefits to encourage transactions. They can be targeted toward specific products, seasonal promotions, or customer segments.
Reminder emails: These emails are sent to remind targets to complete purchases or take specific actions. They can be used to re-engage customers who have abandoned their shopping carts or to remind subscribers about limited-time offers.
The versatility of email marketing allows you to customize your messaging based on your goals and tailor it to the specific needs of your audience.
4. Create your emails: It’s important to focus on simplicity and clarity.
Here’s a brief summary of the key aspects to consider:
Subject line: Craft a compelling subject line that grabs the reader’s attention and motivates them to open the email. Inspire curiosity, offer a discount or deal, or highlight a problem-solving aspect to entice the reader to click.
Design: Keep your email design clean and simple. Avoid adding too many graphics or distractions that can take away from your main message.
Message: Keep your message concise and straightforward. Avoid overwriting and use clear language to explain what you’re offering or hoping to achieve. Focus on the value proposition and benefits for the reader. Consider using a conversational tone and addressing the reader personally.
Call to action (CTA): Include a clear and compelling CTA that prompts the reader to take action. Whether it’s making a purchase, signing up for an event, or visiting your website, guide the reader toward the desired action. Use action-oriented language and make the CTA stand out visually.
Personalization: Personalize your emails by addressing the recipient by name or using other relevant information.
Focus on delivering a concise and compelling message that communicates the value and prompts the reader to take action.
5. Send the campaign and analyze the result: It’s crucial to analyze the results to gain insights and improve future campaigns.
Pay attention to metrics like open rates, click-through rates, conversion rates, and unsubscribe rates. These metrics will give you an indication of the effectiveness of your campaign.
Analyze the data to identify areas where you can make changes and improve for future campaigns.
Based on your analysis, make adjustments to your email campaigns. Experiment with different subject lines, content formats, visuals, or frequency of sending to find the best approach for your audience. Continuously optimize your campaigns based on the insights you gather.
Email marketing is an ongoing learning process. Take the time to understand your audience’s preferences and behavior, learn from your data, and iterate on your strategies. With each campaign, you’ll gain more insights and refine your approach to generate the desired results.
If you’re an entrepreneur or small business owner who is just starting your online marketing journey, reach out to us for in-depth guidance on social media and online marketing strategy.