May 7, 2024
In the latest Mailjet survey, 75.4% of consumers preferred receiving promotional messages via email, with 74% favouring email for transactional communications from brands.
It's no surprise, really.
Email is the go-to platform for consumers to find those special offers and updates from their favourite brands. With the modern inbox's nifty organisation features, keeping track of these messages is a breeze.
And let’s face it—emails don’t demand immediate attention. You can read them when it suits you best, making it a convenient and flexible marketing tool for your business.
Now, you might wonder, "Can my small business benefit from email marketing?"
Absolutely! It's one of the most cost-effective marketing channels out there, delivering an average of $36 for every dollar spent. With email marketing revenue set to hit $12.33 billion worldwide in 2024, it’s clear that email marketing isn’t just an option—it’s a must-have for any business looking to grow.
Not to mention,Email marketing is convenient and flexible for your business. Whether you're designing personalised templates with Mailchimp or nurturing customer relationships through engaging content, it's a powerful tool for reaching your audience effectively.
Plus, small businesses can't afford to gamble with their limited marketing budget. That's why it's smart to stick with what works.
If you want to hear more about how to use email marketing for small businesses, keep reading. We’re about to chat about proven email marketing strategies for busy entrepreneurs of small businesses, providing you with a secure and guided path to success.
An email list is the lifeblood of any successful email marketing campaign. It's where you store the contact information of potential and existing customers who have given you permission to send them marketing messages (opt-in). Also, implementing an email verifier as part of your routine helps keep the list free of outdated or fake emails, increasing deliverability and ensuring your messages reach the right people.
But equally important is building it organically. Buying email lists might seem like a shortcut, but it often leads to deliverability issues and can get you flagged as a spammer. Trust us, it’s not worth it.
Here's how to build an email list for your small business organically:
For small businesses, time is money, and email marketing can feel like a huge time suck. 40% of marketers admit they put off managing their email campaigns because it just seems too overwhelming. That’s why the right email marketing platform is a must-have for small business email marketing.
Below are the factors entrepreneurs should consider while selecting the perfect email marketing solution for their small business.
Identify key touchpoints and set up automated workflows.
Email marketing automation delivers timely, personalised emails based on specific triggers. It helps nurture your audience at critical moments in their customer journey and build strong, lasting relationships.
Take welcome emails, for example. They boast high open rates and offer a chance to make a stellar first impression on new subscribers. Nail that first hello, and you’re off to a great start. Abandoned cart emails can recover lost sales by nudging hesitant shoppers to complete their purchases. Re-engagement campaigns can revive inactive subscribers.
Drip campaigns are powerful tools that deliver a series of pre-written emails over time to nurture leads or onboard new customers. Imagine signing up for a fitness newsletter and receiving emails with workout tips and motivation.
Most email marketing platforms like Mailchimp, GetResponse, or HubSpot offer user-friendly tools for setting up automated campaigns.
Imagine being at a party where every conversation is about your favourite hobby. You'd be hooked, right? That’s what segmentation and personalisation do for your emails—they make every message feel tailor-made.
Segmentation lets you group your audience based on interests and behaviour. You can then send targeted emails that resonate with each group, skyrocketing engagement and sales. A well-segmented list can boost your revenue by 760%!
So, how do you segment and personalise like a pro?
Behaviour-Specific Segmentation: Pay attention to shopping habits. Some customers splurge on big-ticket items, while others prefer smaller purchases. Tailor your emails accordingly. Send personalised product recommendations to big spenders and quick updates to speedy shoppers.
Content-Specific Segmentation: Some subscribers love eBooks and guides, while others prefer quick product updates. Use this data. Create segments based on content preferences and deliver what each group wants. Ask your customers directly if you’re unsure.
People crave connection and a good yarn. When you lose touch with the story you want to tell, your emails become forgettable white noise.
Here's how to hook your audience and reel them in:
Craft an Intriguing Subject Line: Make it catchy and compelling to get your emails opened.
Hook with the First Sentence: Use mystery or a compelling fact to draw readers in.
Keep the Story Going: Build your narrative throughout the email, leaving some elements open-ended. For example: "Get ready to [benefit from your product] like never before! We've got a game-changer coming your way soon... stay tuned for the big reveal!"
Engage with Personal Stories: Relate to your audience by sharing real experiences that reflect your brand's values and mission.
Humanise Your Brand: Fill your emails with the human side of your brand’s story. Include customer success stories, interesting anecdotes, or behind-the-scenes insights. Make your readers feel connected to your brand on a personal level.
Close with a Call to Action: Lead your readers to the next step with a clear and enticing call to action.
Some tools that will help you craft compelling content for your small business email marketing are–
Email marketing for small business owners can be greatly optimised with A/B testing or split testing. This helps you learn what resonates with your subscribers and fine-tune your email campaigns accordingly.
Split testing allows you to understand your audience's preferences. Do they respond better to a catchy discount offer or a subject line with emojis? Are they more engaged by success stories or how-to guides? Do they open emails more often when it’s “from Jane at [Your Business]” or when it’s “from the [Your Business] Team”?
By experimenting with different elements of your emails, you can find out what works best. Even if a campaign performs poorly, A/B testing provides valuable insights to improve future emails.
How to Conduct Split Testing for Small Business Email Marketing:
Email marketing platforms like Mailchimp, Campaign Monitor, ActiveCampaign, etc, offer built-in A/B testing features to test various elements and analyse which version gets the best results.
Your efforts could be wasted if your emails end up in the spam folder or promotions tab. Avoiding spam filters ensures your messages reach your audience’s inbox, where they’re more likely to engage with them. Here’s how to do that:
Partnering with an email marketing agency can revolutionise your small business's marketing efforts. Despite budget constraints, many agencies offer affordable solutions with measurable returns. They provide expert knowledge, save time, and offer strategic insights to scale campaigns effectively.
Choosing the right agency could be the key to optimising your email marketing impact, driving higher engagement, and fostering sustainable growth for your small business.
Mastering email marketing for small businesses hinges on steadfastly applying these proven strategies. While the above best practices are powerful tools, falling out of routine is easy. Don't let that happen!
Stay committed to refining your methods to foster stronger connections with your audience and ensure sustained growth for your small business through email marketing.
