How to Nail Your Email Marketing as a Small Business

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April 8, 2022

7 min read

How to Nail Your Email Marketing as a Small Business

Regardless of industry, email marketing can help you create better customer relationships and build a stronger brand to boost conversions and growth if you’re a small business owner.

Small company owners frequently believe that email marketing isn’t successful or is too costly, which is far from reality.

With a return on investment of 4400 percent, email marketing is the most profitable internet marketing channel. What’s the best part? This percentage isn’t only for the major players. Small businesses, without a doubt, may benefit significantly from email marketing.

This article will cover everything you need to know about starting email marketing as a small business. So, let’s begin!

What is Email Marketing?

In a nutshell, email marketing is a type of marketing carried out via email. An email marketing activity is any email message you send to develop some form of business-customer relationship.

For example, it can be a campaign that builds brand recognition or a call to action that completes a purchase.

Why a Small Business Needs Email Marketing in 2022?

There are various reasons for every business to invest in email marketing today:

  • According to a study, there were about 3.9 billion global email users in 2019. This number will reach nearly 4.6 billion by 2025, which is more than the estimated number of social media users (4.4 billion) in the same year.
  • 81% of small businesses choose email marketing, despite the increasing popularity of social media.

With the proper email marketing plan, you can establish a personal relationship with your consumers. Email marketing leverages personalized experiences that no other channel can achieve.

Keep in mind that the days of sending generic cold emails to everyone on a list are long gone. So, forget about them unless you want to lose potential customers and get a shady reputation as a spammer.

To better understand how email marketing works, let’s dive deeper into how to start efficiently with this channel.

How to Nail Email Marketing as a Small Business?

While planning and implementing an email marketing campaign without the help of an experienced team may seem challenging, it’s doable if you do it step by step.

A step-by-step process for building a good campaign, putting it into action, and increasing your revenue is listed below. It won’t be simple, but it will be doable.

Define Your Goals and Objectives

With every new channel you invest in, it’s critical to specify the goals you want to achieve. These might include building a connection with new consumers, increasing brand recognition, creating customer loyalty, or selling a specific product.

Your goals will affect every element of your campaign, including email types and content. Before creating your objectives, remember to think about the crucial aspects of your business and to set SMART goals (specific, measurable, achievable, relevant, and time-bound).

Find your Audience

For this step, we have to determine who our target audience is. You have to answer questions like:

  • Who do you think your usual clients are?
  • Why should people care about your brand?
  • What are their pain points and requirements?
  • How can you improve their lives?

This is all basic marketing information. However, no campaign can be effective without this knowledge, no matter how big or small it is. Suppose you’re unsure how to identify your target audience. In that case, you can hire a professional or create a survey that can help you understand all the necessary parameters for your buyer personas.

Build Your Email List

The next step is to create your email list. This is the most challenging step for many marketers since it takes a long time and demands a lot of creativity and patience. Don’t worry if your list grows slowly; just make sure you have people who can genuinely be your future customers (also known as “qualified leads”).

You may collect emails for your list in various methods:

  • Offline promotional events
  • Targeted social media advertising
  • Opt-in forms

Your preferred medium, once again, is determined by your target’s characteristics. Once you have a solid base with some qualified leads, we can move forward with the next step.

Create Your Email Campaigns

Now, you can start working on the actual emails after you understand your goals and have an extensive enough mailing list. Remember that the initial encounter with a potential customer is the most crucial part.

You may need to write several email versions before nailing down the right style, and tone of voice, and determining the optimal layout for your content. Many email template builders have various templates for every possible scenario if you want to get ahead of the curve.

With such an editor, you can understand what a high-converting email looks like, even if you don’t have prior experience with email marketing.

Track the Results

After you click “send” to your first campaign, it’s time to analyze what worked and what you need to change for your following email marketing efforts. It’s just as crucial to track the performance of your emails as it is to produce them.

Remember to monitor all the necessary KPIs to understand if you are on the right track. Most email marketing services have dedicated dashboards to help you get all the crucial information and make essential changes to improve your next campaigns.

Basic Email Marketing Campaign

It’s crucial to strategize the numerous emails you may send as soon as you start creating and sending emails. There are many different email marketing campaigns you can start, but there are four primary ones that small businesses should implement in their arsenal.

Welcome emails

Welcome emails are your first engagement with a consumer and have the potential to make or ruin your company. A welcome series has high open rates and introduces your brand to new customers.

An excellent strategy for this campaign is sharing a warm greeting combined with valuable content such as blog posts, videos, or podcasts.


After you’ve developed a rapport with your new consumers, it’s vital to provide subtle reminders so they don’t forget about you. You can send newsletters weekly, monthly, or on any other regular schedule, depending on how much news you have to provide.

You can always ask your subscribers how often they want to receive from you and schedule your next newsletter campaigns accordingly. A newsletter campaign is efficient when you don’t try to be salesy.

Focus on helping your subscribers get closer to your brand and provide educational content or industry news.

Customer acquisition emails

These emails focus on gaining the loyalty of new subscribers who haven’t opted to become your clients yet. You may include unique offers or special discounts to boost the value of becoming a customer.

Use this type of email periodically to help subscribers take action.

Retention emails

Keeping your subscribers’ loyalty once you’ve earned it is critical. You may accomplish this by sending emails with unique offers for loyal consumers, such as special deals, events, etc. It’s also essential to politely request feedback or testimonial videos to improve your social proof for future launch campaigns.

Promotional emails

These are emails that have a clear call to action. Their goal is to launch and eventually sell a new product or service. This category also includes many exclusive offers, and if you use it efficiently, it can drastically improve your revenue streams.

If you want to know more about promotional emails here is a dedicated guide.

4 Advanced Email Marketing Tips for Small Businesses

This section will analyze some more tips to ensure your marketing campaign runs smoothly. These can be more advanced tips, but your success will rise to unprecedented levels if you manage to implement them in your email marketing efforts.

Leverage Segmentation

As we’ve already mentioned, sending generic messages to your whole customer base is not ideal. It doesn’t work very well, and it irritates most people. To avoid that, try using segmentation.

Analyze your consumer base and segment it based on age, gender, location, interests, etc. Based on this data, you may deliver targeted, more tailored communications to each group.

As a result, your potential customers will receive a more personalized experience that will help them stay loyal to your brand.

Use Autoresponders

An autoresponder is a tool that automatically sends pre-written responses to your mailing list subscribers. It can be a standalone tool or a component of a larger platform that manages email marketing campaigns. In either case, it’s a fantastic approach to make the most of your time and resources.

Find an Email Marketing Software

Even for small organizations, email marketing campaigns entail several elements that are difficult to manage without automation, such as replying to subscribers quickly and choosing the right time to send your emails.

A great variety of email marketing software is available, ranging from simple and inexpensive options to very complicated systems better suited to large-scale campaigns. Having a cheap email marketing software as a small business increases the chances of successful campaigns and helps your organization to grow.

Hire a Professional Copywriter

Writing your email content might be challenging, especially if you’re not a natural writer. However, because the quality of your emails is crucial, it’s best to delegate this task as soon as possible. If you hire a professional copywriter with experience in email marketing, you can add another element of success to your email marketing toolbox.

It’s not crucial to have a dedicated copywriter for your emails. You can always write a professional email on your own, but it’s important if you want to have a solid foundation for your email marketing.

The Takeaway

Email marketing remains one of the most powerful marketing strategies available. It plays an important role in client acquisition and retention, with billions of users globally, and there are no indicators that it will go away very soon.

This channel is an excellent addition for small companies since it is one of the cheapest and easiest methods to enhance brand recognition, create a personal relationship with clients, and, ultimately, increase sales.

Email marketing is not difficult to master. With this article, you’ll be able to start your email campaigns and eventually evolve your emails into cash machines.

Until the next one, keep sending emails.

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