Making It Know

Email Marketing Tips for Small Businesses

Email marketing is incredibly valuable for businesses of any size in any industry. It offers greater reach than social media, where many factors can impact how often your posts and ads are visible to your followers. Email marketing provides direct access to your most engaged customers—the people who have raised their hands and said they want to hear more from you. It offers opportunities to create a personal connection with your customers and build brand loyalty. And while social media is a great channel for increasing awareness about your project or brand, email marketing is often more effective for driving purchases.

One of the things that makes email unique amongst marketing channels is that it is permission-based. That means you should only send marketing to emails to customers who have said they want to receive them. Doing so ensures that your emails are reaching an engaged audience that is likely to convert—and may protect your business from violating legal restrictions in your region. Learn more about asking your customers to opt-in for your marketing emails.

Email Marketing Strategies for Small Business Success

Make it easy to sign up for your email list.

Use a form embedded on your site to prompt your visitors to opt in to your emails—and give them ample opportunity to do so by including that form on multiple pages of your website. If you scroll to the bottom of this page, or any other page here on MAKING IT, you’ll see our newsletter sign-up block. Common places to put that block on a web page are in the footer or in the right sidebar. You can also use a pop-up form to collect emails on your most-visited pages or prompt customers to sign up as part of your checkout experience.

You will need a place to collect and store those email addresses once your visitors opt in. With a Squarespace website, you can use Email Campaigns or Google Drive to collect addresses—and integrations with Mailchimp and Zapier are available on Business and Commerce plans, as well. Learn more about how to store and manage your mailing list.

Email design matters.

Email is an extension of your brand, so the layout and design elements should feel consistent with your website and social media presence. The layout can also influence how your audience interacts with the content of the email and whether they click through to your site to learn more or to make a purchase—emails should have compelling visuals and a clear call to action, whether it’s to make a purchase or read or watch content on your site. It’s also essential that the design of your marketing emails is responsive, meaning it can be viewed on any mobile device and is optimized for engagement on different screen sizes. You don’t need to become a graphic designer or a coder to build beautiful, responsive emails. Email Campaigns makes it easy to work with consistent design elements and content across your Squarespace site and your marketing emails, and provides a variety of expertly designed layouts for different audiences and engagement objectives.

Use automated email options.

Set up automated campaigns to send an email based on the action a customer takes on your page—for example, to welcome a new subscriber to your newsletter or to confirm a purchase. Automated campaigns help you save time while keeping your customers informed and driving more engagement with your brand (for example, you can set up an automated campaign to prompt a customer to share their purchase on social media following a transaction). 

You can also use automations to create a drip campaign, which is a series of emails sent over time designed to pique your audience’s interest in your brand and products. For example, a bike shop might send a new subscriber an email series on simple bike maintenance, or how to choose the right bike for you. If you’re already writing a blog for your brand, you can use blog post content to create an effective drip campaign—and drive traffic back to your site. 

Learn more about setting up automations with Email Campaigns.

Ask readers to add your email to their address book.

The name and email address that subscribers see on your marketing emails are called sender details. Your customized sender details are an extension of your brand—it helps your subscribers identify your email in their inbox. Make sure your emails always reach their inbox and avoid getting caught in a spam filter or secondary email filter by including a message in your email asking subscribers to add your email address to their address book. This tip can help you increase your email open rate, or the number of subscribers that opened your email, which is useful metric in analyzing your email performance.

Learn more about creating your sender details.

Review email performance and optimize.

Open rate is just one metric for understanding the effect of a specific email campaign. The number of emails delivered is a good indicator for the quality of your mailing list—if many of your emails are going undelivered, that means your list contains fake email addresses and your messages aren’t being seen at all. 

Unsubscribe rates across your campaigns are also an important metric to watch to ensure that your emails are reaching the right audience. Email Campaigns provides views into these performance metrics right in your Squarespace dashboard, along with other essential website traffic analytics. 

The number of emails opened reflects subscribers engaging with your brand (or perhaps simply intrigued by your compelling subject line). Clicks from the email to your site—whether through a call to action, logo, or other link—help you understand how effective your message is in prompting subscribers to transact with you. You can run an A/B test to compare the performance of two slightly different emails and gain insight into the types of messages, subject lines, and images that resonate with your subscribers.

Watch our webinar here to learn about growing your audience, and start building your first email campaign today.

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