How to start email marketing my small business?

Firstly, start building the list

Before you start spreading the word and sending emails, you’ll need contacts to send those emails to. In order to do that, you need to create a signup form and place it on your website, social media, and anywhere else you see fit. Be sure to include text that explains what users are signing up for when they give you their email.

When setting up your email subscription form, be sure to avoid common mistakes so you can be sure to get the largest number of subscribers. This will help you reach a larger audience and continue to grow your small business through email marketing. Especially here in the US, please make sure you follow GDPR guidelines for compliance.

Second, decide the style of email campaign you aim to create

Now that your list has grown, it’s time to choose which style campaign might be best for your business. The types of emails you send will depend on what type of small business you have. It’s always safe to start with a monthly email newsletter. Some other examples might include:

  • Promotional emails for special offers or sales
  • Seasonal messages (for holidays or special events)
  • Loyalty programs for your most dedicated customers
  • Transactional emails (eCommerce receipts, appointment notifications, etc.)

Thirdly, design your emails and its content

After planning out the emails you want to send, you’ll need to actually create the content and email designs.

The key to this step is to always keep your customer and the goal of your email campaign in mind. You want the content of your message to be clear along with the action you want subscribers to take.

Writing the email content for your campaigns

The best way to write targeted content is to first segment your email contacts into smaller lists with similar interests. If you send a mass email to all of your contacts, it’s nearly impossible to craft a message that is relevant to everyone. But if you’re able to find contacts with similar needs or interests and group them together, this challenge goes away. You can always segment contacts depending on the data you have, this is most important by using buyer personas (read more on our article about such topic) once you break out your contacts into small groups like this, it becomes much easier to craft a message that resonates with your audience and drives more engagement.

Another important element of building your emails for your email marketing strategy is the design.

The number one thing to keep in mind with small business email marketing is that you don’t need to be over the top with your designs. Email is supposed to save you time, so don’t waste it trying to create the next Mona Lisa with your monthly newsletter.

When thinking about your design, make sure you add a very clear call-to-action (CTA) button that corresponds to your offer in the email and tells readers what you want them to do.

Last but not least, analyze the performance to improve future campaigns

If you think you’re done once you hit ‘send’, think again!

Email marketing provides a unique opportunity to learn from your customers. You should always be analyzing the performance of your emails regarding your email marketing KPIs.

If you notice certain types of emails perform poorly with your audience, look for new ways to improve on the next campaign.

Source: Sending Blue

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