Email Marketing Guide to Small Businesses
Small business email marketing is a great way to reach and build relationships with their customers and leads. But don’t just take our word for it.
According to eMarketer, 80% of SMB retail professionals report that email marketing is the best marketing tactic for driving customer acquisition and retention. And the results are similar for small businesses in the B2B market. In fact, one B2B survey shows that email is the 3rd most influential source of information for B2B audiences, following colleague recommendations and industry-specific thought leaders. Based on the “2019 State of Conversational Marketing” report, it shows that one third of companies state that they have sent more marketing emails to their consumers last year. Why, you may ask? Because it was effective. Survey says that it was 33% higher compared to other channels such as social media, customer chatbots and live chats among others.
So if you want to take advantage of the opportunities that small business email marketing can provide, you’ll need to focus on the strategies and tactics that are proven to drive sales. Below, we’ll dive into a few different aspects of small business email marketing and provide helpful tips along the way for strategy, implementation, and optimization.
Email Marketing Strategy for Small Businesses:
Before you get started sending emails to your leads and customers, you’ll need to develop a small business email marketing strategy for the types of email content that you plan to provide. This helps ensure that your email messages are purposeful and organized. Newsletters and email drip campaigns are two important email marketing formats that you should include in your strategy.
One of the most popular types of marketing emails for small businesses are email newsletters. This is a great way to keep in regular contact with your email subscribers. Newsletters help you stay visible in your target market while engaging with leads and customers on a consistent basis. This frequent communication will play a vital role in helping your small business increase brand recognition and build stronger customer relationships.
There are a few different approaches that you can take to email newsletters. Some businesses use this communication to keep customers up-to-date on the latest news from the company, including sales and promotions. Here’s an example of a standard newsletter from Gilt, an online clothing company:
Here you will see some information and links to the company’s top selling products as well as information about how to take advantage of the brand’s exciting promotions. These promotional emails are a great way to get the word out about new products and sales while keeping your company top of mind for your email subscribers.
Another approach to using email newsletters is to provide quality content that your subscribers will find valuable. Here is an example of a company newsletter that aims to provide custom content that helps educate the reader:
The Daily Egg is a newsletter from Crazy Egg that is aimed at helping small businesses improve website design and optimization. Notice that there are no images or elaborate design work. However, this newsletter does provide a helpful digest of content that is important to its readers. By providing this important content, the company can work to demonstrate industry knowledge and establish itself as an industry leader. This goes a long way in influencing conversions.
Email Drip Campaigns
Another type of marketing email that is important for your small business email marketing strategy is the email drip campaign. This is an automated email message that is sent to subscribers on a schedule. These emails can also be triggered when the subscriber takes a certain action, such as downloading an e-book or abandoning their cart after visiting your site.
These types of emails enable you to stay in touch with your subscribers when they take certain actions on your site without having to manually send an email each time. The email drip campaign is important because it helps your company more efficiently and effectively communicate with your customers and leads on a more consistent basis.
Here are just a few examples of when you might use an email drip campaign:
- Welcome Email – You can send out an automated email to individuals who sign up for your email list or create an account on your website.
- Recommended Content – Just a few days after you send the welcome email to new subscribers, you can then send out an email with recommended content, which helps bring them back to the site.
- Cart Abandonment – Consumers will often put items in their cart without completing their purchase. When this happens, you can send an automated email to remind them of what they’ve left behind and make sure they don’t have any questions or concerns
- Conversion Nudge – You can also create a drip campaign to help influence conversions. For instance, if a consumer has interacted with your site but not yet made a purchase, you can send a series of emails that helps guide them to the next step in conversion.
Much like the email newsletter, email drip campaigns not only allow you to stay in touch with subscribers on a regular basis, but they can also help influence conversions over time.
How to Measure Email Marketing Performance?
After you’ve implemented your email marketing campaigns, it’s important to measure your performance. By tracking different metrics, you can determine which email campaigns are most successful.
Here are just a few metrics that you will want to track with your email marketing campaigns:
- Open Rates – This is the percentage of people who have opened your emails. There are a number of reasons why a subscriber might not open your emails. They may not find the content relevant, are not engaged by the subject line, or simply get too many emails.
- Clickthrough Rates – This is the percentage of your email subscribers who clicked on at least one of the links within your email. The clickthrough rate helps you determine what types of content your subscribers are interested in.
- Conversion Rates – This is the percentage of your email recipients who have clicked on a link inside your email message and completed a desired action, whether that is to make a purchase, download an e-book, fill out a lead form, etc. This helps you determine how successful your content is at driving conversions.
Once you have tracked these metrics, you’ll be able to see which of your email campaigns are top performers. Then, you can replicate this success by using similar tactics in future campaigns.
For instance, if you find that a campaign on a certain topic has driven more clickthroughs and conversions, then you may want to create more content on this topic for future email marketing campaigns. Similarly, if you find that more people are opening the emails that contain special promotions, this may be a sign that you should increase the frequency of these types of emails.
The only way to know for sure what works and what doesn’t is to test different types of emails with your subscriber list. For instance, you might send out an email with the same content but two different subject lines. Then, you can see which performs best and use this information to improve your subject lines in future campaigns.