Email marketing has become an important aspect of the overall marketing strategy for small business owners. Relevant information about products, services, promotions and events is a cost-effective way to connect with customers and prospects. But if you are just starting out, I am sure you have many questions. In this blog post, I’ll answer the most common questions you’ll get on this topic, including:
- What is email marketing?
- Which email marketing platform should I choose?
- How do I build my list?
- What types of email marketing campaigns are there?
- How can I make email marketing more effective?
I’ll answer all of these top email marketing questions below, and if you’re interested in going deeper with me, join my 6-week course, The ultimate email marketing guide!
Let’s dive in!
What is email marketing?
Email marketing is a digital marketing strategy that involves sending email messages to customers and prospects. Doing so allows small businesses to develop relationships and increase sales. Statistics Show that:
- 81% of small businesses use email marketing to get new customers.
- 80% use it to retain existing customers.
Email marketing has many advantages, including cost effectiveness, the ability to reach a large audience, and the ability to track results. It’s also a great way to build brand loyalty and establish relationships.
Email marketing starts with collecting email addresses and then systematically sending emails that advance your business goals. We present some of these topics below.
Which email marketing platform should I choose?
Now that we’ve answered the question ‘what is email marketing’, you’re probably wondering what email marketing platform you should choose. After all, you need a place to store the email addresses you collect and send emails to subscribers. Here are some factors to consider when choosing an email service provider
- Main features: Look for an email service provider that offers the features you need, such as email automation, segmentation, and A/B testing.
- Ease of use: Choose an email service provider that is easy to use and navigate. This depends on your knowledge and experience in email marketing. Fortunately, most providers offer a free trial to test it out.
- Valuing: Email marketing platforms offer several pricing plans that vary in the number of subscribers you have, the number of emails you send per month, and the features included in each plan.
- Support: Look for an email service provider that offers excellent support, including a help database, tutorials, and customer support via phone, email, and chat.
Some popular email service providers include Mailchimp, Constant Contact, and AWeber. You can also check out Forbes’ latest article ranking it. The best email marketing services of 2023. After you’ve done your research, try your top two or three favorites on a free trial before choosing.
How do I build my email list?
Building an email list is one of the most critical aspects of email marketing. So how do you build an email list of viewers and customers who want to hear from you? Here are some tips:
- Provide a lead magnet: Offer incentives to entice customers and prospects to sign up for your email list. Lead magnets can take many forms, such as a discount on your next purchase, a free e-book, or an opportunity to win a prize.
- Create a landing page; Create a custom landing page to send people who sign up for your list. You want to combine great copy with visually appealing design.
- Add a registration form to your website: You can also place sign-up forms in other places on your website, such as the footer of your home page, your contact page, and on blog posts.
- Use social media: Promote your email list and/or magnets on social media platforms. Make social media content a regular part of your calendar.
- Attend events. Collect email addresses at events by setting up booths and giving away giveaways.
- Ask for a referral. Ask existing subscribers to refer their friends and family to your email list.
You may want to check out my 2nd week for more details The Ultimate Guide to Email Marketing CourseIt’s about building a powerful and effective email list.
What types of email marketing campaigns are there?
Now that you know how to start building your email list, it’s time to consider the email marketing campaigns you can use. As you can see, small business owners can use a variety of email marketing campaigns to connect with their subscribers and drive engagement. Here are some of the more common types:
- Welcome to the series. A welcome series is a series of emails sent to new subscribers to introduce your business and establish a relationship. Welcome emails can include a thank you message, an introduction to your brand, and an offer or incentive that encourages subscribers to make a purchase.
- Promotional campaigns: Promotional campaigns are designed to drive sales and revenue for your business. They may include seasonal promotions, flash sales, or limited-time offers to encourage subscribers to take advantage of the deal.
- Newspaper: Newsletters are regular emails sent to your subscribers on a weekly or monthly basis. They can include company news, industry insights, product updates, and other useful information that keeps subscribers engaged and informed.
- Abandoned Cart Emails: Abandoned cart emails are sent to subscribers who add items to their cart but leave the website before purchasing. These emails can remind subscribers about an abandoned cart and encourage them to complete the purchase.
- Reengagement Campaigns: Re-engagement campaigns are designed to bring back subscribers who haven’t engaged with your emails for a while. These emails may include a special offer, a survey to gather feedback, or a request to update their email preferences.
- Critical Campaigns: Milestone campaigns are sent to celebrate significant milestones, such as a subscriber’s birthday or the anniversary of their first purchase. These emails can include a special offer or a personalized message to make subscribers feel valued and appreciated.
When you go with email marketing, you can run multiple campaigns at once. Using automation, you can set up different campaigns in advance, and they will run automatically in the background when a trigger event occurs. For example, when a prospect abandons their cart, an abandoned cart campaign is triggered and the email is sent automatically.
How can I make email marketing more effective?
After choosing your campaign, it’s time to write and send emails. While you’ll learn through trial and error what works best for your small business, here are some of my favorite tips.
- Craft interesting subject lines; Your subject line is the first thing subscribers see in their inbox. Make sure your email is compelling enough to encourage them to open it.
- Personalize your emails: Personalization is critical in email marketing. Use subscribers’ names and other personal information to create personalized emails related to their needs and interests.
- Segment your email list Segmenting your email list allows you to send emails to specific groups of subscribers based on their interests, preferences, and behaviors.
- Use an eye-catching design: Use a clean, eye-catching design that’s easy to read and visually appealing. Use branding elements like your business colors, font, logo, etc., so readers will recognize your business immediately.
- Include a clear call to action: Make sure your email includes a clear call to action that encourages subscribers to take action, such as making a purchase or visiting your website.
- Test and optimize your emails: Experiment with different email elements such as subject lines, design, and content to see what works best for your audience. Then use analytics to optimize your emails for better results.
Want to learn more?
From ‘what is email marketing’ to ‘how can I make my email marketing more effective’, we’ve covered the most common questions I get from small business owners looking to explore email marketing. Let’s be honest, you have a lot to learn! So if you want to dive deeper with me, I invite you to my online course, The ultimate email marketing guide.
I created this course to give small business owners practical tools, tips, and proven email marketing techniques that will lead to sales. When I started running my small business, it was my wish course! And I know it will help you grow your list, build your sales funnels, and create an email marketing strategy to grow your unique small business.
I hope to see you in my class soon! And email marketing is the theme for March, so stay tuned, so I’ll be sharing other helpful blog posts in the coming weeks.
