Why email marketing?
Email marketing is one of the best tools any small business has at its disposal. It’s cheap. It works. Plus, most people check their inbox several times every single day. They’re giving you the opportunity right there!
But what about the rewards?
The average return on email marketing is $36 for every dollar you spend. You can’t do those numbers with most other channels.
So I hope this got your attention? Now let’s dive in.
What Is Email Marketing?
Email marketing is just what it sounds like: you email your customers. Send them deals, updates, helpful tips, or new products. Keep your subscribers engaged and interested in your business.
Email marketing is about relationship building. Not sending your customers 50 text ads all at once. And so slow and steady growth is your goal.
How to Build Your Email List
Your email list is the foundation of your email marketing campaign. Make sure you grow your list the right way from day one.
Buy an email list? Nope. Do not do this.
These lists are filled with people who didn’t volunteer their information. They aren’t interested in what you have to say and will quickly mark you as spam. Sorting out the mess you’ve created will hurt your chances of reaching paying customers.
Instead, you can grow your email list by:
- Adding a sign-up form to your homepage
- Offering a free lead magnet in exchange for an email address
- Posting about your newsletter on social media
- Asking your current customers to join your mailing list
A lead magnet is a gift you give your subscribers in exchange for their email address. It is simple and beautiful.
Ideas for lead magnets include quick how-to guides, recipe cards, discount coupons, or short video tutorials. If it’s something your subscribers will find valuable, they’ll give you their email address. Promise.
Segment Your Subscribers
You’ve worked hard to build your list; now keep it growing by segmenting your subscribers.
Sending the same blast to everyone you know is a little… awkward. Imagine texting your mom, your boss, and your college boyfriend the same message.
It just doesn’t work.
Subscriber segmentation means splitting your list into smaller groups. You can group people by:
- Where they live
- What they bought before
- How often do they open your emails
- What topics do they care about most
When you send the right message to the right group, more people open it. More people click. Your campaign does better without a ton of extra effort.
Know Your Email Types
Not every email has the same job. Here are the main types worth knowing:
- Welcome emails greet new subscribers right away
- Newsletters share regular updates, tips, or brand stories
- Promotional emails push a sale, offer, or limited deal
- Re-engagement emails go to people who stopped opening your messages
For your first email campaign, start with a welcome email. It sets the tone for your whole brand. It tells people what to expect. And it’s one of the most-opened email types you’ll ever send.
Plan and Launch Your First Campaign
Your first campaign doesn’t need to be complicated. Pick one clear goal. Write one focused message. Add one call to action.
Here’s a quick checklist before you hit send:
- Know who you’re writing to
- Write a subject line that grabs attention
- Keep the email body short and easy to read
- Add one clear button or link for people to click
- Send a test email to yourself first
Always check how your email looks on a phone. Most people read emails on mobile, so a broken layout on a small screen means you’ve already lost half your audience before they even read a word.
Track What Happens After You Send
After you send, look at your results. Open rates tell you if your subject line did its job. Click rates show if your content hit the mark. Unsubscribe rates flag when something went wrong.
Don’t stress if your first campaign falls flat. Every email teaches you something new. You adjust, try again, and get better each time.
Start Today
Email marketing for small business owners costs very little and pays back a lot. Build your list. Break it into smart segments. Launch your first campaign. The sooner you start, the sooner the results come in.