As a small business owner, you're constantly spinning plates, managing finances, building your brand, serving customers, and trying to get noticed in an increasingly crowded marketplace. It’s no wonder that email marketing can feel like just another overwhelming task on your to-do list.
But here’s the truth: email marketing isn’t just another task, it’s one of the most powerful, cost-effective ways to grow your business. Whether you’re just starting out or looking to refine your strategy, this guide will break down email marketing step by step so you can confidently engage your audience, increase sales, and build lasting relationships, all without the stress.
What is Email Marketing?
Email marketing is the practice of sending messages to a list of subscribers who have actively expressed interest in your business. Unlike social media, where algorithms dictate who sees your posts, email marketing gives you direct access to your audience. That means no fighting for visibility or relying on luck, your message will land straight in their inbox.
Here’s why email marketing should be considered in your strategy:
1. Insane ROI (Return on Investment)
For every £1 spent on email marketing, the average return is £36. That’s higher than any other marketing channel!
2. You Own Your Audience
Your email list belongs to you. It's like an asset. Unlike social media, where trends, policies, and algorithms constantly change, email gives you complete control over how and when you communicate with your audience.
3. Personal Connection
Emails feel more personal than a social media post. When someone subscribes to your list, they’ve actively said, Yes, I want to hear from you! This makes email marketing an incredibly powerful relationship-building tool.
Step 1: Build Your Email List
Before you can send emails, you need an engaged list of subscribers. But people won’t just hand over their email for nothing, you need to offer them something valuable in return.
How to Grow Your Email List:
1. Offer a Freebie (Lead Magnet)
A lead magnet is a free resource your audience gets in exchange for their email address. This could be:
A discount code for first-time buyers
A free guide, checklist, or eBook
Exclusive access to a webinar or training
For example, if you run a skincare brand, you could offer a free "5-Minute Skincare Routine for Radiant Skin" guide to encourage sign-ups.
2. Add Your Sign-Up Forms
Make it easy for people to subscribe by placing sign-up forms on your:
Website homepage or blog
Social media bio links
Checkout pages (if you have an e-commerce store)
Pop-up forms that offer a freebie or discount
Step 2: Choose the Right Email Marketing Platform
Email marketing platforms like Mailchimp, ConvertKit, and Flodesk make it easy to design, automate, and track emails. For beginners, I recommend Mailchimp, it’s free for small lists and very user-friendly.
Step 3: Create Your First Email Campaign
Your first email doesn’t need to be fancy—it just needs to connect with your audience. Here’s how:
1. Write a Warm, Engaging Welcome Email
This is the first email your subscribers will receive, so make it count!
Here's a Love Marketing example:
Subject: Welcome to Love Marketing – Here’s What to Expect!
Hi 'Kate'
We’re so happy you’re here! At Love Marketing, we believe in simple, actionable marketing strategies, without the jargon. As a subscriber, you can expect regular emails packed with exclusive beginner-friendly content tips, the latest blog articles and simple strategies that work.
To say thanks, here’s a FREE Content Strategy Template, available to download instantly.
We’re excited to be part of your journey!
Talk soon, Hannah
2. Make It Visually Appealing
Use your email platform’s templates to create a clean, on-brand design. Include:
A clear subject line (e.g.,
“Welcome! Here’s Your Free Guide”
Your logo and branding
A call-to-action (CTA)
like “Shop Now,” “Download Here,” or “Join Us.”
Step 4: Send Consistent, Value-Packed Emails
Consistency is key! Choose a schedule: Weekly, Fortnightly, or Monthly. Whatever works for you! But make sure you stick to it, if you lose a subscriber, it's very hard to get them back.
What to Send in Your Emails:
1. Educational Content
“How-to” guides, tips, and expert insights
Answers to frequently asked customer questions
Behind-the-scenes insights about your brand
2. Promotions and Offers
Exclusive discounts or early access to sales
Special offers for subscribers only
3. Brand Updates and Stories
New product launches
Business milestones or personal stories
Tip: A good rule of thumb is 80% value, 20% promotion. If every email is just sales-driven, people will tune out.
Step 5: Track and Improve Your Emails
The beauty of email marketing? You can track what’s working and what’s not. Most email platforms offer analytics, so pay attention to:
Key Metrics to Watch:
Open Rate:
The percentage of people who open your email.
Click-Through Rate (CTR):
The percentage of people who clicked on a link in your email.
Unsubscribe Rate:
If people are opting out, it’s a sign you may need to adjust your approach.
Example Fixes:
If your
open rate is low
, try a more compelling subject line.
If your
CTR is low
, improve your call-to-action (CTA).
Common Beginner Mistakes to Avoid
1. Sending Too Many Emails
Flooding inboxes leads to unsubscribes. Focus on quality, not quantity.
2. Ignoring Mobile Users
Over half of all emails are opened on mobile. Use responsive email designs.
3. Forgetting Personalisation
Emails that use the recipient’s name and tailor content to their interests, perform much better.
Conclusion
Email marketing might seem intimidating at first, but it’s one of the most valuable tools in your small business toolkit. It allows you to connect with your audience, build relationships, and grow your business, without breaking the bank!
By following this guide, you can start small, experiment, and refine your approach over time. Remember, even the best email marketers started from scratch!
So, what’s stopping you? Start building your email list today and watch your business thrive!