Being able to effectively communicate with customers is one of the most vital aspects of any business. However, many businesses lack the resources to effectively communicate with their customers via email, social media, and traditional marketing methods.
Email marketing is a cost-effective way to connect with customers and create lasting impressions. Moreover, with the right tools, you can completely automate the process of sending out emails so that you can focus on growing your business.
If you’re wondering what the difference is between regular email marketing and email marketing for small businesses, here’s a quick overview:
- Regular email marketing is ideal for reaching an audience of thousands or hundreds of thousands of subscribers
- Email marketing for small businesses is usually focused on reaching a subset of the general email audience with potential customers
- Regular email marketing provides large companies with an incredibly effective way to disseminate information to the masses
- Email marketing for small businesses is usually less than a few hundred words in length
- Regular email marketing is generally sent out once or twice a week
- Email marketing for small businesses is often accompanied by promotions and offers
- Regular email marketing usually has a subject line that’s relevant to the content inside the email
- Email marketing for small businesses is often used to announce new products, promote blog posts, and notify customers of any changes to terms and conditions
- Regular email marketing is commonly used to generate sales leads and increase engagement
So what does this mean in practical terms?
In regular email marketing, you’ll typically find a mixture of content with the aim of entertaining, inspiring, or educating the reader. You’ll usually find a combination of these tactics, but you won’t always find a clear focus on one particular element.
In email marketing for small businesses, you’ll normally find a more focused approach with the goal of converting the reader into a paying customer. As a small business owner, you’re usually very much in need of new customers, and you’ll typically opt for a more commercial approach, which often means a little bit less fun content and a greater emphasis on call to actions and offers.
With that in mind, it’s time to get inspired and armed with a wealth of knowledge about how to create an effective email marketing strategy that will propel your business forward.
The Basics Of An Email Marketing Strategy:
Like any other successful strategy, the groundwork for an email marketing strategy starts with an understanding of the problem you’ll be solving for your customer base. It’s a good idea to think of your audience as real people with real problems and challenges, and it’s your job as a marketer to provide them with the ultimate solution to their problems. So how can email marketing help?
Let’s look at the problem that brought you here in the first place: You want to grow your business, but you lack the knowledge of how to effectively market yourself and your product to the masses. You want to engage your audience, but you don’t know how to do it in a way that’s conducive to getting a purchase. Let’s face it, as a small business owner, you’re pretty much solving your own problem as it’s related to marketing. However, you’ll never truly know what your customers want, and you’ll never be able to provide them with the kind of service they desire if you don’t know how to get in touch with them in the first place.
Now, armed with that little backstory, it’s time to dive into the nitty gritty of creating an effective email marketing strategy.
Set Specific Goals And Measurement Metrics:
Setting specific measurable goals and using objective measurements are essential to any strategy. With that in mind, here are a few goals that you might consider in your email marketing strategy for small businesses:
- To increase the number of leads coming in through your website’s email sign-up box
- To increase the amount of people clicking on your affiliate links in their inboxes
- To increase conversion rate – the percentage of people who become paying customers after submitting their email address
- To grow your social media audience
- To increase the number of tips, tricks, and advice articles you’ve published
As a small business owner, you’ll usually aim to improve one of these areas, whether it’s web traffic, conversion rates, and income or audience growth. However, you won’t always be able to track the success of your efforts in these areas individually. That’s where measurement comes in.
Learn From Industry Experts:
Although you might be technically qualified to own your own business, that doesn’t necessarily mean that you’ll be an expert in every area related to running a successful operation. That’s why it’s important to continue learning and expanding your networks, especially now that you’re starting to see the advantages of having a team of people behind you, helping you make smarter decisions and offering support when needed.
With that in mind, here are a few places you might look for expert advice:
- LinkedIn – The world’s largest professional social network. Review the profiles of others in your industry and find experts in various fields who can provide guidance and advice.
- YouTube – One of the world’s biggest sources of video content. There are many experts on video production, editing, and marketing who can help you devise a brilliant strategy for your videos.
- Twitter – A microblogging platform where you can find and connect with experts in your industry, as well as lots of potential customers who are also interested in your niche.
- Quora – A place to ask questions and get advice from experts in various fields.
- SlideShare – A place for presenting and sharing PowerPoint decks and other visual content.
- DZone – A place for discovering and sharing tips, tricks, and how-to guides.
Use The Right Platform:
So you’ve decided to dive into email marketing for small businesses and want to maximize your efforts. The first thing you might want to do is to consider which platform will be best suited for your needs. For maximum effectiveness, you want to use a mix of email marketing platforms, like HubSpot, ConvertKit, and MailChimp, along with your own custom domain, to send out mass emails.
In terms of cost-effectiveness and flexibility, MailChimp is the clear winner. It’s a free option for entrepreneurs who want to try out email marketing as a means of attracting potential customers. Plus, with MailChimp, you get a free domain and you can set up automatic email campaigns, among other features.
Keep It Short & Sweet:
As much as you want to generate leads and increase your business’ exposure, you don’t want to overload your reader with information, especially in your initial email pitch.
Keep your first email short and sweet. Summarizing your key points in a compelling way will help grab the attention of your subscriber and make them want to continue reading.
Here are a few examples of short & sweet emails.
- Subject: How is your day going?
This is a simple question to ask, but it’s important that you establish a regular communication channel with your customers. It shows that you’re a personable person who is interested in their needs and how their day is going.
How’s your day going?
Good, thanks. Just got a bit of news that might be worth sharing with you. Have a look:
Now, this is a real pitch. It’s short, it’s simple and it gets to the point. However, that’s not always the case, so you need to find the sweet spot where you can effectively communicate with your audience without overwhelming them with too much information.
[Summary of Blog Post]:
In conclusion, [Blog article].
[Summary of Some Other Article]:
In addition to that, [Other article].
[Summary of Yet Another Article]: