5 Tips for Small Business Email Marketing


Though email isn’t a new or cutting-edge marketing platform, traditional email marketing is still a highly effective tool for reaching customers and ultimately growing your business. According to Econsultancy, compared to other types of marketing, email marketing has ranked highest in terms of Return on Investment (ROI). In addition, nearly 78% of consumers rank email as their most preferred communication platform.

Email is not only a cost-effective way to reach a large audience; it also allows you to personalize your message to your customers. It is critical to remember, however, that people can be sensitive to the clutter in their inboxes. Many customers won’t provide their contact information to just anyone. Make it worthwhile for customers to receive your emails by starting a helpful and informative company newsletter. We've attached some tips below to help you get started: 

1. Make it Easy to Sign Up.

Add a subscription form to your website and social media pages. To use a more personalized approach, you can collect more specific customer information, such as names and birthdays (to send a special offer or gift). Personalization is great, but be conscious of the number of fields. Limiting the number of required fields can help increase subscription rates.  

2. Let Your Customers Know What to Expect.

It's critical to let your readers know up front what to expect from your emails, as well as how often they can expect to receive emails. In order to keep customers from marking your emails as spam, give them as much information as possible on your signup form. They can decide whether they want to receive your emails or not. 

3. Send an Introduction Email.

It's important to send an introduction email up front to let your customers know that they've been added to your list. This will also help them get excited about the good things in store. You might even send new subscribers a personalized offer as your way of thanking them for signing up.

4. Match Your Email Design to Your Brand.

Your email newsletter design should match your company's look and feel. If you're using a template, you might want to customize it to include your company's colors and logo in the header. If your emails are consistent with the rest of your company's content, then readers will l gain more familiarity with your brand and may become loyal customers.

5. Make it Easy to Read.

Your customers are busy and likely receive a lot of emails, so you likely do not have their undivided attention. It's important to make your emails scannable so they can easily understand your key messages. Make sure to break up your content into different, shorter sections, including headings and images to make your email easy to read. You can also add a short introduction sentence at the top of your newsletter to tell subscribers what's in store.

If you're sending a long article, consider inserting a "read more" link so people can get to the rest at a time that works best for them. Your subject line should also be to-the-point and easy to digest, too. You might even want to test subject lines to see which ones perform best.

There are many ways to use email to attract and maintain customers. Sending out a newsletter to those whose emails you’ve captured keeps your brand top of mind. Another thing that can help your business is the use of direct marketing emails, which can provide potential customers with insights into why they should go with you, and offer-specific emails, that entice the customer to visit your site or business and make a purchase. Your ideal business strategy could include one of these emails or a mix of multiple types. Be sure to keep newsletters in mind when creating your business’s email plans.

*Free standard installation applies to new Lease subscribers only. Not valid with Purchase option. Limited-time offer.