The Best Email Marketing Tips for Small Businesses

Posted on March 30, 2021 | Updated on February 23, 2021

Reading through all the email marketing tips for small business can be confusing for newbies. There are hundreds of people with just as many different opinions. We’ve gathered some of the best tips about the topic and narrowed the choices down to 10 top ideas to help you grow your brand.

Almost every adult online uses email. Statista estimates there are 254.7 million email users in the United States. If you want a direct line of communication with your target audience, email provides a powerful promotion tool.

How do you build your email marketing into something people pay attention to rather than hitting the delete key? Here are 10 email marketing for small business.

1. Keep Sign-Up Easy

If you want people to sign up for your mailing list, you must make it as quick and painless as possible. Don’t require a bunch of form fields to be filled. Just ask for an email or a name and email. The top email marketing tips for small business almost always include short forms.

Think about the different ways people access your website. Are a lot of your visitors on mobile devices? How can you make it easier for them to sign up? Could you tap into a social media platform, such as Facebook for a one-click option?

2. Be Aware of Regulations

Anytime you collect data, it’s important to set some ground rules and update your privacy policy. Even if you have one subscriber who is a member of the European Union (EU), your business could be subject to the General Data Protection Regulation (GDPR). 

In a nutshell, you must make sure you take steps to protect personal data and share how you’ll use it. This top email marketing tips for small business also protects them from litigation. Even a business in the United States could be fined by the EU for violation of the GDPR. California has a similar act and there may be others in the future, so be aware and prepared. 

3. Study Your Subscribers

If you want your email marketing to be successful, you need to know who your subscribers are. For this email marketing tip for small business, we are going to advise looking at every fact you have about your typical customer.

Take the time to survey them. Dig into website analytics to get information on where they are located and what browsers they use.

Think about the pain points the demographic deals with. How can you tap into their emotions as you offer a solution to their problems? Know your user, and your efforts will find more success. 

4. Tap Into Social Media

Nearly every adult online has some social media profile. Figure out where your customers hang out and integrate your newsletter and your social media followers. There are several ways you can achieve this.

Include a subscribe link on your social media pages. Add a post about your latest newsletter or share a tip from it with a note to subscribe for more. You should also include links back to social media pages within the newsletter or offer a share link so people can post a link to your newsletter on their social pages easily. 

This is a good place to work with influencers in your industry. For example, they could mention email marketing tips for small business they gained from your newsletter and suggest their followers subscribe for more great advice. 

5. Customize Your Design

Want some more email marketing tips for small business? Your HTML template for your emails matters! 

It’s tempting to use a cookie cutter HTML template that comes with your newsletter service provider. These examples look slick and professional. The problem is that they aren’t customized to your business. They don’t share your color palette or have relevant images.

You have some options for your design. You can take one of the sample templates and adjust the colors and photos to match your business. Another idea is purchasing a custom template from a graphic designer. This saves you time. If you’re on a tight budget, you can also easily learn to code your own template.

6. Automate Campaigns

You may not always have time to create a newsletter, especially if you send it out frequently. Automation helps you send content to your users without eating up all your time you must spend on other marketing and business growth efforts.

Some timesaving email marketing tips for small business include a set-it-and-forget-it option. You can plug your RSS feed into a campaign and set it to send out once a week. This would put fresh content from your website into the hands of your users and keep you in touch with them with no additional work after the setup. You can still send additional emails as needed.

Most SaaS newsletter providers also have an option where you can schedule your newsletters ahead of time. Create multiple versions, plug in the news you want, proofread and schedule when you want it to go out.

7. Know When to Send

If you pull up studies on the best time and day to send emails, you’ll get a wide range of responses. Some experts say send on Fridays or evenings when there is less chatter online. Others say to send in the mornings on a weekday. The answers are all over the place.

The truth is that it depends on your audience, so you must study your open rates if you want to improve your email marketing optimization. Start by figuring out your click-to-open ratio and then seek to improve that number. Track analytics and try different tactics until you hit the perfect combination.

8. Get to the Point

Don’t waste a lot of time chit-chatting with your followers. While you do want to be friendly and personable, remain professional and get right to the point. People are busy. They want to skim your news and get the main facts.

If you are sending an email to announce a sale, just state what you’re offering and why it benefits the reader. If you want to share some big news about your company, again tell the customer how the news is positive for them. 

Always tell a story through the user’s perspective. Why should they care about this particular email?

9. Be Reliable

In the State of Brand Consistency report, researchers found consistent branding matters. When a company consistently presented itself, they increased revenue by 33% or more. 

Some things you can do to improve on this include sending your newsletter out at frequent and expected intervals, creating a recognizable appearance and establishing a style guide, including tone.

10. Segment Your Audience

People are tired of being another face in the crowd. They want to know the companies they do business with care about them and their needs. One way of achieving a personalized email marketing strategy is to segment your audience.

Study the needs of different sectors and place them in the appropriate group. Then, customize your messages to show you get the pain points they deal with and offer your solutions. 

Keep Learning

One of the best email marketing tips for small business is to seek to always learn and grow. Technology changes over time, consumers become savvier and people care about different things. The pandemic changed many people’s priorities and will impact online marketing for years to come. Have a teachable spirit and your newsletter will be much more effective with your audience. 

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