Any small business, no matter the industry, can benefit from email marketing for strengthening customer relationships and building a stronger brand to facilitate growth.
The typical small business owner believes that email is only for the big guys — and that email marketing is not effective for them.
But they’re wrong!
It is often cited as a highly profitable form of online marketing with a return on investment (ROI) of 4400%. And the good news is that ROI is not restricted to big brands. Small businesses that utilize email marketing can benefit greatly.
What are you waiting for? It’s time to start sending email marketing for your small business, and we’re here to help!
Launch your small business email marketing program in 4 easy steps
1. Start building your list
In order to send out emails, you should have an email list of people you can send those to.
It’s a simple matter of placing a signup form on your website, social media, and wherever else it will make sense. Include a description of what people will be signing up for in exchange for their email address.
Make sure to avoid common pitfalls when setting up your email subscription form so that you will receive the largest number of subscribers. This will provide you with a chance to expand your audience and grow your business through email marketing.
Furthermore, if you operate in the EU or if you have customers in the EU, make sure you follow the GDPR guidelines for compliance.
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2. Decide which emails you want to send
Now that you have a list of people to contact, you can start deciding which types of emails you intend to send them.
Depending on the type of business you’ve got, the emails you send will differ. However, it’s always safe to start with a monthly newsletter. Other examples might include
- Emails promoting special offers or sales
- Seasonal messages (for special events or holidays)
- Reward your most dedicated customers with loyalty programs.
- Email receipts, appointments, and other transactional emails.
3. Create your email designs and content
After planning out the emails you intend to send, you will need to actually create the emails and their content.
This step is crucial to making sure your goal and customer is always in mind. Your content should include a clear call-to-action and explain what subscribers are expected to do.
Writing the email content for your campaigns
Keeping your email contact list smaller and with a similar set of interests is the best way to write targeted content.
You can’t craft a relevant message for everyone if you send an email to everyone at once. But if you find contacts with similar needs or interests, and group them together, this becomes a lot easier.
Depending on your existing data, you can segment contacts in different ways, including:
- Demographic variables (gender preference, age group, geography)
- Recent shopping behavior (what you’ve bought in the past, whether you bought it during a promotion or just before a sale)
- New leads, long-term customers, VIPs promote brand loyalty
- Your email engagement metric is how many times your customers open your emails compared to how many haven’t.
You can craft a message much more accurately and drive better engagement once you break out your contacts into smaller groups, like this.
Creating the design of your emails
One of the most important components of building your emails is the design.
With small business email marketing, the most important thing to remember is that your design does not need to be too flashy. Email is supposed to save you time, so save it by not creating the next Mona Lisa with your monthly newsletter.
When thinking about your design, don’t forget the call-to-action button. This button should correspond with your offer in the email and tell customers what you want them to do.
CTAs are usually a button that sends readers to your site to:
- Read an article you’re promoting
- Browse through new products on your site
- Make a purchase using a discount code
- Download an eBook that you wrote
No matter what you’re promoting, remember to make sure that it conveys a clear call to action to the viewer. If you are unclear about what works, take a look at some call to action examples.
Also avoid having more than one primary call to action. If you use multiple CTAs, readers will get confused. If you need multiple objectives for your email campaign (e.g. promoting two articles), use hierarchy to let contacts know what is most important. This will improve engagement and conversions.
4.To improve future campaigns, analyze performance and press send.
Don’t stop after pressing ‘send’!
You should always be analyzing the email performance regarding your email marketing KPIs, as email marketing provides a unique opportunity to learn from your customers.
Try to identify how you can improve your next campaign if certain kinds of emails flop with your audience.
6 small business email marketing tips for 2021
Getting more and more results from your email marketing campaign is next after you launch your company’s first email campaign. ?
In email marketing, routine is the enemy. You must always be eager to learn new email marketing tricks that could be the secret weapon in unlocking the potential of your emails.
2021 will be a challenging year for marketers. Your contacts will be receiving increasingly more email solicitations from their competitors and other companies. This means that you’re going to have to fight for attention.
This information will help small businesses dominate the email marketing space in 2021.
1. Quality over quantity
Getting people to open your emails in 2021 will be all about the content. Forget about how many emails you send. Nobody likes to be bombarded with indecent amount of promotional messages.
Rather than bombarding your subscribers with emails they don’t want to read, ensure your campaigns include valuable content.
2. Use an embedded sign-up form rather than a link in your menu
Many sites still rely on a link when they ask people to subscribe to their newsletter, but why make people go to a link when you could just embed a form in your website?
Your newsletter subscription rate can increase by 20 – 50% by replacing a link with an opt-in form. This is because you save your website visitors the extra effort. Takeaway: Make your sign-up process as simple as possible.
Hey! Did you know you can make beautiful email sign-up forms with Sendinblue and place them anywhere you want?
3. Encourage sign-ups anywhere you can
If you’re still thinking about subscription forms, don’t forget to give your customers as many chances as possible to subscribe to your emails.
Here are a few email marketing tips we can offer you: place opt-in boxes on your website wherever appropriate. Add a signup CTA to your homepage, your contact page, and your footer.
When customers are completing an order on your ecommerce store site, enable an opt-in option for emails while they’re already entering their email address.
4. Make your emails mobile-friendly and optimized for purchases
Make sure your emails are mobile-responsive because more than 50% of Americans are reading them on their phones in 2021 so you have no choice. Your email design absolutely has to be responsive to the type of screen a user is using, and render accordingly, to provide a good experience.
There is nothing worse than having subscribers who can’t read your emails. Nowadays, all it takes is one negative experience for a consumer to lose faith in a brand.
With a tool like Sendinblue, you’ll enjoy super-easy email design with drag & drop that works great on any device.
5. Create a list segment for your most engaged customers
These relationships should be nurtured and cultivated if you have repeat customers and subscribers who are already engaging with your emails. These subscribers may also be a great source of building brand loyalty and increasing sales.
This is done by creating an email list that is exclusively for these contacts. This way, they can receive special offers and discounts to motivate them to buy through your business.
6. Send automated emails
Make sure you are sending automated email campaigns in 2021 if you are not already. Automated campaigns save you time and build stronger relationships with your customers.
A welcome email can make a big difference to your new subscribers if you send a regular newsletter. This will get your relationship started right and build trust between your brand and new contacts.
Additionally, you can also set up automated emails based on a user’s past behavior. For instance, you will be able to contact your users with complementary products related to their recent purchases.
Feel unconvinced? Sendinblue lets you create marketing automation workflows that can handle up to 2000 contacts without paying a penny. Also read Email Bounce Rate