Let's break down the basics of email marketing for small business, covering why it's important, what you need to do to get started, the tools available, and some practical tips and tricks.
Why Email Marketing Matters for Your Small Business
Building Trust and Customer Confidence
Regularly emailing your clients can help your business in many ways:
Teach them about your business
Build trust
Stay in their thoughts
Show leadership
Keep in touch easily
Save time
Getting Ready for Email Marketing
Before you start, think about:
Audience: Who are you talking to?
Content: Keep it short and simple. Here are some ideas:
Updates about your industry
Happy client stories
Answer common questions
Your take on current events
Fun facts or images
Comparing your products or services
News about your industry
Surveys and results
Preferences: Think about how often you want to talk to your customers. Do they want to hear from you weekly, monthly, or when you have news? Being consistent helps build trust. Make it easy for customers to update preferences by adding an “unsubscribe” button. It’s a legal requirement.
Time of Sending: According to research, the best time to send an email is 10am in the morning during the middle of the week, ie, not on Mondays or Fridays. You can test and measure to see what works best for you and your customers.
Choosing the Right Email Platform
There are many platforms available, it's important to search around and find one which fits your needs. Here are some platforms to get you started:
Mailchimp: Free* for up to 500 customers, with a user-friendly interface.
HubSpot: Free* for up to 2000 users, detailed analytics, and send time optimisation.
Campaign Monitor: Pricing starts from $18 p/m*, with easy email building and excellent reporting features.
*2023 stats
Building an Engaging Email
A great email should have:
A catchy subject line
Pictures and stats
Your logo and brand name
A friendly intro
Clear headings
Call to actions “register now”, “find out more” etc
Clear subject dividers
Engaging imagery
Tips and Tricks
Here are some recommendations:
Test your email thoroughly before sending
Schedule your email to send at optimal times
Share your email link on social media
Analyse your Send Report to see what people like
Respect privacy and provide easy preference updates
Stick to professional, relevant content
What NOT to Do:
Email people without permission
Use personal details without consent
Create overly long emails
Send randomly without a planned schedule
By following these simple steps, you'll improve your email marketing and connect better with your audience.
If you'd like some assistance in creating the look of your newsletter, I offer this service as an add-on for existing clients. Feel free to get in touch to find out more.
