Getting Started with Business Email Marketing


Email marketing is a great tool for any business, but especially for small businesses. It is one of the most cost effective forms of marketing and, as a result, has a great ROI. These tips will help you craft the best emails to your clients and connect your business with customers in a meaningful way.

Decide what you want to communicate

Think about which messages are most relevant to your audience, a monthly newsletter is a safe way to dip your toes into email marketing. Other ideas of content that you might want to consider would be promotional emails for sales, holiday or seasonal messages, rewards or referral programs or updates on news happening in your industry. Make sure that the content that you want to deliver is meaningful and has value to the audience so they will continue to be engaged and interested in what you have to share.

Build a great list

The second step to building an email marketing plan for your business should be to build a solid list of contacts. Build lead forms into your website and let your customers know what they will be getting when they sign up for your emails. You can also include a line in your email signature that asks people to click to sign up for your emails that drops them to a lead form page on your site. A common mistake is to want to buy a list, which is a very bad idea for your business. Buying lists is a very grey area legally and could get your business into trouble. Most email marketing platforms also ask you to specify how you got the contacts on your list, and many will not let you use their services if it is a purchased list. Buying contacts also doesn’t really help you build a relationship or a leads pipeline, the quality of the list isn’t great and may cause your emails to be marked as spam. If your emails get marked as spam too often you may end up being blacklisted from being able to send any marketing emails.

Use data to take it to the next level

Email marketing gives you a lot of great information on what messages and services are resonating most with your audience. Email is a great testing ground to try out new things in a cost effective way. A majority of email platforms let you test two messages against one another to see which subject line or message performs best with your audience, this is known as A/B testing or split testing. You could also experiment with using personalized emails, which statistically outperform other kinds of messaging. Examples of personalized content would be sending an email based on a specific demographic, messages being triggered to send after a customer takes a specific action or personalized subject lines. Looking at the data of what kind of emails perform best and using it to inform your email marketing strategy will help you continuously improve your results.