Email marketing is an extremely effective tool for small businesses, but it can also be pretty overwhelming if you don’t know where to start. We’ve got some tips to help you make it work.

In a world where we are bombarded with content, you’ve really got to cut through the noise for potential customers to take notice. That’s where email marketing comes in, and it’s exactly what you’d imagine it to be. It is the use of email to promote your business.

Statistics show that up to a staggering 80% of users will open an email from a business they’ve subscribed to. With such high open rates, why not get into email marketing? If you’re new to it (or just need a nudge in the right direction), we’ve got some dos and don’ts to help you get going:

Do add value.

Whether you have a tiny database that’s just getting started, or a large one full of enthusiastic followers, what they all want is value. One of the best ways to ensure people read and look forward to your emails is to create engaging and relevant content that speaks to their needs. Only after you’ve done that can you try to sell them something.

Do grow your database.

You’re probably thinking, “That’s easier said than done!” Well, we can help! One tip for growing your database is to create a lead generator or a lead magnet. This could be anything from an e-book, video, PDF or even a quiz – so long as it grabs your audience’s attention! If you manage that, people will subscribe to your database and you can communicate with them whenever you want.

Do personalise subject lines.

This one’s a quick and easy win. If you have somebody’s name in your database, use it in the subject line of your email marketing (this can be easily automated). Seeing a personalised subject line is guaranteed to attract a reader’s attention and that person will be more likely to actually open the email.

Don’t expect immediate results.

When it comes to achieving results, email marketing can be a bit of a slow burner. You’ve got to grow your database, develop a lead generator and create all the email content that goes with it. That takes time! But if you have a solid strategy and are nurturing your audience, it can be a recipe for success.

Don’t ignore the benefits of technology.

One thing that can make email marketing a lot easier is using a great ESP (email service provider). An ESP will help you examine your analytics and understand what’s working and what isn’t for your customers. If you’re looking for some tips, we’ve recommended a couple of our favourite ESPs below.

Don’t spam.

This might seem obvious, but it’s easy to forget when you’re really excited about selling a new product or service. At the end of the day, your customers signed up to your database because they want to gain something from your content. If you can deliver this effectively, they will get excited about your new product when the time comes. Stick with it and nurture, don’t spam!

These are our quick tips for making email marketing effective for you. If you have any lingering questions, post them below. We’d love to help!

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