Every small business needs an email marketing strategy. In addition to boosting sales, it strengthens the sales process and increases clients’ awareness of the brand. In this guide, we’ll explain how email marketing works, including the best software, services, and tips to help you upscale your small business.
What Is Email Marketing?
Email marketing is the use of emails to conduct marketing operations and reach out to the audience. Email marketing is a two-way process in which both the sender and the recipient have interests.
How Do Businesses Use Email Marketing?
Businesses use email marketing to create sales through the distribution of promotional offers, the nurturing of leads, or the expansion of the reach of content marketing activities.
Best Small Business Email Marketing Software
These are some of the best software for small business email marketing:
#1. Mailchimp
Mailchimp is the overall best email marketing software for a business because it contains the capabilities that most businesses require without being unduly complicated or confusing. Businesses may plan campaigns, A/B test copy, and receive results on open rates, click-through rates, unsubscribe rates, and other metrics. Furthermore, it offers the most generous free-forever plans of any program we reviewed.
#2. ActiveCampaign
Because it contains hundreds of pre-built automation that allow you to customize campaigns for each user, ActiveCampaign is the best email marketing software for automation. As you’re getting things set up, there are assistance tutorials throughout the platform, and ActiveCampaign’s customer service is quick and courteous.
#3. MailerLite
MailerLite is the easiest email marketing software to use for your business since it includes a drag-and-drop interface that makes creating the look you desire enjoyable and easy. Because simplicity is central to the company’s aim, the software has a clean and streamlined appearance.
#4. Hubspot.
Hubspot is the greatest all-in-one marketing suite since it includes excellent tools and reporting capabilities for all of your marketing efforts across several channels (website, social, email marketing, and more). You may use Hubspot’s CRM to keep all contact information and attract an audience via lead forms, live chat, and online marketing.
#5. Moosend
Moosend is the most affordable alternative not only because its premium plans are less expensive than most on the market, but also because you can pay by the number of subscribers or the number of emails sent, whichever is the cheapest option for you. Furthermore, its facilities are user-friendly, making it simple to send out appealing and timely emails to your target audience.
#6. Drip
Because of its comprehensive processes and advanced list segmentation, Drip is the best email marketing software for e-commerce enterprises. Subscribers will receive personalized emails driven by their shopping habits on your site, as well as timely follow-ups based on how they interact with your emails.
Small Business Email Marketing Services
Here are some of the email marketing services you can boost your small business with:
#1. Constant Contact
Constant Contact is one of the world’s largest and fastest-growing small business email marketing services. It is also the most user-friendly email marketing service for beginners.
You can quickly manage your email lists, contacts, email templates, the marketing calendar, and other important information.
Each subscription includes limitless emails, simple tracking and reporting, built-in social media sharing capabilities, a free image library, list segmentation, Facebook ads integration, and a strong eCommerce integration for Shopify stores.
Their Email Plus accounts also include strong capabilities such as email automation, drip marketing, surveys & polls, coupons, online donations, and subject line A/B testing, which allow you to send targeted emails with the goal of increasing your open rate.
#2. SendinBlue
SendinBlue is a full-service SMS and email marketing platform for businesses. They are one of Europe’s fastest-growing email marketing platforms.
It is a really simple platform with amazing capabilities for creating beautiful and interesting emails. Their intuitive drag-and-drop email editor is ideal for novices who have no prior experience with email marketing.
SendinBlue features user-friendly marketing automation capabilities for sending transactional emails, creating processes for automatic follow-up emails, and segmenting consumers. It can also use AI algorithms to determine the optimal time to send bulk emails to ensure maximum email deliverability.
#3. HubSpot.
HubSpot is one of the most well-known CRM and emails marketing software.
Their email marketing service is free to begin, and it includes a slew of powerful automation capabilities meant to help your company flourish.
You may use their simple drag-and-drop email builder and a variety of themes to create a completely customized newsletter that matches the personality and colors of your company.
#4. Omnisend
Omnisend is a robust SMS and emails marketing service for eCommerce organizations seeking an omnichannel marketing automation solution.
They provide one of the most generous free email marketing plans available, as it includes all of the powerful features like pre-built automated workflows, subscriber segmentation, A/B testing, performance reports, and even SMS + web push notifications.
Most other free email marketing programs have limitations, but Omnisend is confident in its value proposition, thus, they include nearly everything in its free plan. You will need to upgrade to their paid services as your contact list expands.
#5. Drip
Drip is an enterprise email marketing platform that is ideal for eCommerce, bloggers, and digital marketers. They provide a variety of solutions to help with marketing automation, sales funnels, and personalization.
Their email platform integrates seamlessly with all common website builders, including WordPress and WooCommerce. This makes it simple to add pop-ups / opt-in sign-up forms to your website and collect more leads.
Tips for Small Business Email Marketing
Because digital marketing is constantly changing, there is always something new to learn and improve on. However, if you’re an email marketer with limited time, keeping up can be difficult. Here are some tips to help you scale up your small business email marketing:
#1. Make use of email marketing tools.
Without email marketing tools, email marketing is a real task. It’s okay to ignore email automation at first when you only have a few subscribers, but as your subscriber list grows, you’ll need it to keep everyday, monotonous duties off your plate.
#2. Grow your email list
Depending on your marketing goals, you can use a variety of marketing tactics to spread the word about your product or service. However, there is a disadvantage to using platforms that you do not own.
As with social media marketing, if you violate a social network’s rules, even unknowingly, you can be removed from the platform – sometimes without warning. As a result, you lose access to your page, your followers, and the data gathered by prior campaigns.
When you create a list for email marketing, you own it and may use it to connect with your subscribers again and again.
#3. Divide your email list into segments
Personalization (more on this later) is one of the best small company email marketing methods you can use while establishing your email list. Subscribers are more than just numbers or names on a list. They are genuine people with specific needs who expect to be treated as such by the businesses in which they put their trust.
#4. Create intriguing subject lines
We’ve all been warned not to judge a book by its cover, but the reality is that most of us do. The same can be stated for sales email marketing and other types of email marketing: people rate your emails based on their subject lines (or “covers”).
Given this, the key to getting your emails opened is a subject line that stands out in a crowded inbox, especially given that the number of emails sent and received globally each day averages in the hundreds of billions.
#5. Keep a consistent sending schedule.
Someone joins your email list because they wish to stay in touch with you. If you offer them useful content on a regular basis, they will come to expect – and even look forward to – your emails.
#6. Avoid using the spam filter.
There are various digital marketing terms you’ll hear a lot in email marketing. Spam filtering is one of them. Spam and email filters keep unwanted or malware-infected emails out of users’ inboxes.
To protect their consumers, internet and email service providers utilize them on both inbound and outbound emails.
#7. Customize your emails
Sending relevant, tailored email is a guaranteed method to make subscribers feel important. The more they believe you are paying attention to them, the more likely they are to pay attention to your brand.
The Benefits of Email Marketing for Small Businesses
#1. Create customized content
Personalization is the most important advantage of email marketing since no one wants to receive an email that sounds like it was sent to a large group of individuals.
To offer highly targeted content, email marketing allows you to separate your clients into multiple lists based on their interests. Email is the ideal channel for delivering those personal-feeling communications, from designing the appropriate subject lines to photos that resonate with your customers and meaningful material that benefits your audience.
#2. Establish credibility
Emails from an unknown sender or with a suspicious subject line may appear to be spam. It just feels strange, and customers frequently discard these emails.
Some clients will be pleased if they see an emoji. Others may be prompted to look for the unsubscribe link by the same topic line. You must adapt your material to what your readers want. Knowing your readers’ interests and demands ensures that your email is viewed rather than relegated to the spam folder.
Creating a permission-based email list with a checkbox for users to opt-in to your mailing list guarantees that a customer understands which emails they’re signing up for and how frequently they’ll receive emails from you.
#3. Increases brand awareness
Is your brand well-known?
You may effortlessly brand your emails with email marketing. However, brand recognition extends beyond design. Your readers will begin to recognize and even expect your emails if you constantly provide quality information.
Are your customers satisfied with the material you provide? Would they be interested in learning something new?
To receive relevant input on your brand, you may even design a brand identity poll.
Use a survey or start a social media discussion. You’ll know just how to deliver valuable information in your emails once you’ve gotten them involved in the process.
#4. Increase sales
Sixty percent of consumers claim they made a purchase as a consequence of a marketing email.
Promoting your brand using email marketing allows your audience to make a purchase directly from their phone or laptop.
Small business email marketing can be used to sell to prospects, increase referrals, upsell to existing customers, and even re-engage consumers who haven’t bought from you in a while. The reader is more likely to take action if your email content is relevant and focused.
#5. Strengthen customer relationships
Email marketing can help to create client relationships by delivering relevant information to their inbox on a regular basis. When you make your audience’s lives easier, whether through your product or service, useful recommendations, or even a “happy birthday” gift coupon, they will grow to enjoy and trust you.
They will eventually begin to seek your company for the knowledge and value you have been providing them, remembering you first when they require your services.
#6. Make the most of your time and money
There are always time and money limits in any firm, but especially in a small business. While large corporations may afford to go all out and buy advertising space during the Super Bowl, small businesses cannot.
Fortunately, the costs of email marketing are often minimal at first, with most providers offering affordable marketing plans that increase as your email list and your company grow.
In terms of time investment, email marketing may be automated while being personalized and targeted to your subscribers on an individual level using email marketing automation.
What Email Do Small Businesses Use?
Most small businesses use Gmail and Zoho. They are the best free email service providers available.
How Many Businesses Do Email Marketing?
About 83% of small businesses use email marketing as their primary marketing channel.
How do I start an email marketing campaign for my small business?
You must first compile a list of the email addresses of your target market in order to launch an email marketing campaign for your small business. By obtaining email addresses from clients, website visitors, and social media followers, you can do this. Next, pick a platform for email marketing like Mailchimp, Constant Contact, or Campaign Monitor. Create an email template, write your message, then schedule the emails after that. Track and evaluate the effectiveness of your campaign.
How often should I send email marketing campaigns to my small business audience?
Your target audience, and the type of your business will determine how frequently you run email marketing campaigns. It is advised to start by sending one campaign per week and then modify it based on the response and preferences of your audience. You can experience a reduction in engagement and unsubscribes if you send out too many emails. You might not get the desired outcomes if you send too few messages.
How can I increase my open and click-through rates for my small business email marketing campaigns?
To increase open and click-through rates for your small business email marketing campaigns, you can focus on the following:
- Make sure your subject line is compelling and relevant
- Personalize your emails as much as possible
- Segment your audience and send targeted messages
- Use a clear and recognizable sender name
- Use a clear and consistent branding
- Test different days and times to send your emails
- Optimize your emails for mobile devices
- Use a clear and prominent call to action.
How can I use email marketing to build relationships with my small business customers?
Email marketing can be used to build relationships with your small business customers in various ways, such as sending personalized thank you emails to customers after a purchase or service, sending birthday or anniversary wishes to customers, sending surveys or polls to gather feedback and opinions, creating and sending automated email campaigns based on customer behavior and actions, and sending personalized product or service recommendations to subscribers based on their previous purchases or interests. This helps to create a sense of personalization and engagement with your customers.
How can I use email marketing to nurture leads and convert them into customers for my small business?
Email marketing can be used to nurture leads and convert them into customers for your small business by sending targeted and personalized messages based on the recipient’s behavior and actions. For example, you can send automated email campaigns to leads who have shown interest in your products or services, or you can send personalized product or service recommendations to leads based on their browsing history on your website. Additionally, you can use email marketing to send special offers or discounts to leads to encourage them to make a purchase.
How can I use email marketing to upsell and cross-sell products and services to my small business customers?
Send targeted and tailored emails to your small company clients based on their purchase history and browsing behavior to upsell and cross-sell items and services. Email marketing can deliver automated ads to clients who have bought a product to offer them complementary products or services. Customers can also receive customised product or service recommendations based on their preferences or purchase history and receive discounts on relevant products or services. Email marketing can also notify clients of impending deals and showcase new items and services.
In Conclusion,
Email Marketing can enable a small business to achieve its intended market share and target audience by utilizing the appropriate software and services. The benefits of email marketing include the ability to create your brand, exceed your marketing goals, establish yourself as an expert, and increase your business revenue without breaking the bank or taking up all of your time. Once you’ve determined what your customer needs, you must concentrate on that pain point and ensure that your content is valuable to your target audience. To ensure success, you may fall frequently, but the key is to never lose patience and to keep trying until you reach the peak of achievement. The email marketing services we have mentioned here will help you get started on your journey to grow your business.
Frequently Asked Questions
Why is email marketing effective for small business?
Email marketing is effective for small businesses because it not only allows you to communicate with individuals who wish to hear from you, but it also allows you to educate your readers, drive traffic, conduct polls, give updates, make announcements, and so on.
What are the 5 T's of email marketing?
The 5 T’s of email marketing are Tease, Target, Teach, Test, and Track.
What is the most important part of email marketing?
The most important part of email marketing is the subject line.
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