How to use email marketing to grow your small business

Email marketing is still going as strong as the best method to acquire new clients for small businesses. Of course, the open rates are not as high as just a couple of years ago, but they’re not terrible either.

As a small business owner, you should take advantage of that. After all, using tech in marketing can not only save you money but also dramatically boost your organization’s productivity and profitability. Read on to find out about quick and easy strategies you can use to boost your email marketing efforts today.

Build your email list with content upgrades

A regular opt-in box stating “sign up for our newsletter” doesn’t work anymore. Your customers’ email inboxes are overflowing, so they’ll only sign up for your email list if you give them something genuinely desire. Identify what it is in your industry and then offer it on your site. This should already boost the sign-up rates, but if you want to go one step further, you should invest in producing content upgrades.

These are PDF documents built around a specific subject your potential clients are interested in. For example, for visitors who land on a blog post about roofing methods, you could offer a checklist on how to choose the best roofer. Since these visitors are already interested in the subject, they are much more likely to subscribe.

Use a personalized approach to email marketing

Instead of sending the emails as a company, you should select a customer service representative and send all the broadcast emails from his or her address. This will help your marketing emails land right in the primary inbox of your prospects, instead of the promotional tab. Sending an email from a personalized business address (i.e., laura@yourcompany.com) also fosters a stronger bond between you and the customer by encouraging engagement.

Use an email automation software

Robust email marketing software will enable you to segment your email list according to the behavior of each prospective client. For example, you wouldn’t want to send the same email to people who already bought something as well as people who just signed up for your email list. Another thing that this type of software lets you create automatic email sequences (drip campaigns) so you don’t have to do things manually.

This can save you hours each week and enable you to concentrate on what matters most in your business. If you run a small organization, you can pick from email platforms such as MailChimp, Aweber, or ConvertKit. These are quite inexpensive and have all the bells and whistles that will let you take your digital marketing to the next level.