So you’ve decided that you want to make email part of your marketing strategy…but now what?
For my small business clients, I recommend sending an email to your mailing list at least once a month. To jump-start your journey into email marketing, here are 4 types of emails that you should include in your marketing plan and start sending immediately:
A newsletter is an excellent foundation to any email marketing strategy, because you can accomplish so much with it. In fact, if you only have the time and resources to send one email per month, make it a newsletter!
Monthly newsletters are FANTASTIC for building relationships with your customer base and it’s the perfect avenue for providing valuable content, showing your personality, and keeping people up to date with your business.
The content of your monthly newsletter will vary depending on your business, but the biggest thing to keep in mind is to make sure every piece of the newsletter adds value to your customer. If it doesn’t add value or entertain your reader, you don’t need it.
Here are some ideas of what to include in your newsletter:
Pick a few of these ideas and create a reusable template for your newsletter. Refresh and update the content of each section every month. Soon, you’ll get into a routine and will see what is resonating with your customers.
Yes, you should absolutely be sending emails about your special promotions, discounts, service offerings, and product launches. You cannot let the fear of being “too salesy” stop you from letting your audience know what’s going on in your business.
Most customers need to hear or see things a few times before they are ready to buy a product or try a particular service. BUT that doesn’t mean sending daily emails about the same thing in the same format.
Switch up the way you talk about the product/deal and refer back to it in other email communications. Provide useful and informative content in addition to the promotional message, or tell a story, include a testimonial, or answer a customer FAQ about it.
If you have the bandwidth, I recommend sending 1-3 blast emails about your promotion or launch over the course of a few weeks AND include a mention of it in your monthly newsletter.
I would highly recommend having an automated welcome email for any new subscriber on your email list. If someone is going to take the time to subscribe to your email, they would benefit from a proper introduction to who you are and what your business has to offer. People like knowing that they instantly get value when they sign up for something, so have a welcome email written, automated, and ready to go for your new subscribers.
I don’t know about you, but every October, I can’t wait to open my email to get my special birthday discounts from my favorite retailers. I always make a point to look for Kendra Scott, Sephora, and Starbucks emails.
This is one of the easiest and most effective automated emails you can possibly set up for your business. Acknowledging someone’s birthday and including a personalized offer or discount incentivizes customers to make a purchase. It’s a powerful way to build customer loyalty and foster a deeper connection between your brand and your customers, leading to increased sales and repeat business.
All you need is your customer’s birthday and an email service provider that will trigger an email to send according to the contact’s records.
By regularly communicating with your audience via emails like these, you can stay top of mind, build brand awareness, drive traffic to your website, and ultimately increase revenue for your business.
Those 4 emails should get you started on your email marketing plan. Can you think of any other types of emails that I missed? Let me know!
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With over 15 years of experience, I've worked with countless small businesses just like yours. I can provide you with the tools and resources that will help make marketing less overwhelming.