A Complete Email Marketing Plan for Your Small Business

You’ve decided to get serious about email marketing. Congrats! You’re in the right place. You’re going to learn all there is to know about creating an effective email marketing plan that will help you grow your business. It won’t be easy – in fact, it’ll be quite the opposite. Nonetheless, with hard work and a little bit of genius, you can surely achieve great results with email marketing.

Designing An Email Structure That Works

As with any other piece of marketing or sales material, your email’s layout and design will greatly affect its effectiveness. You want to put in place a structure that is easy for your subscribers to navigate, and one that makes it simple for them to understand your message. In addition, you want the email to look as professional as possible. Therefore, you want to make sure that your template is sophisticated, and that your design aesthetic is consistent throughout. Last but not least, you need to put in place an email tracking system so you can measure the success of your plan.

Set Up A Database Of Customer Demographics

Just as you’d do with any other type of marketing material, you’ll want to target your audience and establish a connection with your subscribers. To do this, you’ll need to know something about your audience’s profile. You can get an idea of what they’re like by looking at the other marketing material your company produces – magazine articles, TV commercials, etc. In addition, you can ask for customer feedback directly through a survey or by simply taking note of what is and isn’t working. Remember: you’re always free to explore new ideas, but you can’t fail if you don’t try.

Craft A Winning Subject Line

Just like with any other type of marketing material, your subject line is an important part of your email. It’s the little piece of text that arrives in the subscriber’s inbox along with your email. The goal is to get the subscriber to open your email, and from there, click to your website, or click to a specific product that you recommend. To craft the perfect subject line, you need to take a step back and think about what you know about your subscriber base. What do you think they’re interested in? What previous purchases have they made? What actions do you think they’d be willing to perform once they’ve been persuaded to subscribe? All of this will help you come up with a subject line that resonates and motivates your subscriber to open your email.

Choose The Right Deliverables

It’s not enough to just have an email program – you have to choose your email’s delivery method wisely. Depending on the nature of your business, you might decided to go with a simple text-based email, or you might want to take the extra step and use video or audio to drive your message home. The key is to choose something that makes sense for your business and can be effective across platforms. However, keep in mind that older audiences might not appreciate the nuances of a podcast or a retro-style video game, so you might not want to choose these types of deliverables if your demographic is mostly composed of Gen-Z and millennials.

Determine The Best Time To Mail Your Emails

You can’t simply throw a rock and expect it to hit its target. That wouldn’t be very realistic, would it? Like any other type of marketing material, the key to effective email marketing is to determine the best time to mail your emails. When Will You Mail These Emails? is one of the essential questions you need to answer. The answer to this question will determine how you want to approach subject line and content creation, as well as when you should be sending out your email, in general. Let’s say, for example, that you run a photography business. You might want to consider sending out emails when you’ve got new stock to promote or when you’ve got a big event or holiday coming up. Maybe you’ll want to send out an email every week, or every other week, or once a month. It depends on a lot of factors. But, at the very least, you’ll want to send your email at least once a month.

Create A Content Strategy

This is one of the most important parts of your email marketing plan. You’ll want to sit down, and work out a content strategy that will form the backbone of your messaging. For example, maybe you’ll want to create a series of emails that promote your product or service. Or, you might decide to highlight a specific challenge your customers are facing, and then propose a solution. Whatever you choose, you’ll want to lay out a clear plan and make sure you stick to it.

Set Up Autoresponders

You can’t afford to have your emails just sit in your email box, waiting to be opened. That’s a surefire way to lose potential subscribers. To avoid this, you’ll want to set up automated emails that can be triggered by a sequence of actions – like signing up for the email list or making a purchase. You can use a tool like ConvertKit to create easy, automated email campaigns that can be tailored to suit your needs.

Check Your Analytics Often

You need to be able to track the results of your efforts to determine if your email marketing plan is working. To do this, you’ll want to sign up for a marketing analytics tool, like Google Analytics. Once you’ve got Google Analytics set up, you can track everything from which emails are converting best to which links are most effective. With just a few clicks, you can pin-point exactly which parts of your plan are working and which parts need some tweaking. This will help you determine if this is the right path for your company, and if not, how to proceed with another marketing plan. Keep in mind: sometimes, it takes a bit of trial and error to find the right formula. But, with a little bit of effort, you can surely find success – and the joy of experimentation is what makes it all worth it in the long run.

As you can see, putting in place an email marketing plan isn’t that hard. It just takes some time to figure out what works best for your business. Nonetheless, you can’t make this decision lightly. You need to think carefully about your target audience, and you need to know why they’d be interested in your product or service. Once you’ve got those two pieces figured out, you’re well on your way to crafting a winning email marketing plan that will help you grow your business.

Scroll to Top