How to Setup Email Marketing for a Small Business Website
Email marketing is among the best techniques small businesses can use to promote their products and services to new and existing customers. This article narrates how a small firm can set up email marketing on its website.
Email marketing is a form of digital communication through which a business informs the public about its products and services. Business experts describe it as the king of advertisement channels because it has approximately four billion users and provides a better return on investment than other methods. Therefore, every small business should consider conducting an email marketing campaign to attract customers and drive more sales.
Emails are vital components of digital marketing plans. This promotion technique is applicable in any industry and appropriate for all enterprises. If a small business wants to succeed in email marketing, it should use the right approach and select the right people.
To get started on email marketing, the business should define specific marketing goals. This information is vital because it will help them determine the types of campaigns to send to the audience, the content to include, and how to evaluate the success.
Once your business has created a user-friendly website, you should consider setting up your email marketing by following the following steps and strategies.
Select an email service provider (ESP) on the website
The role of an ESP is to assist the small business to organize its audience, segment it, and send them the email campaigns. Using this software also enables users to evaluate the results for better campaigns in the future. Business runners can find many ESPs in the market today, but they should select one who is ready to help them achieve their marketing goals.
Create an email marketing list
This step involves determining the specific target that will receive the campaigns. The preferred technique depends on the goals established. For example, you can import known contacts to the email marketing tool to communicate with existing customers. Small businesses can also manually upload a contact list to monitor new customers.
If you are experiencing challenges developing this list, you should consider using lead generation software. They make it easier to create campaigns within minutes, even if you do not have excellent coding skills. An online sign-up form can also come in handy.
Segment the email list
In this step, you use specific criteria to divide the subscribers into groups. It allows you to send relevant and personalized emails instead of sending one email to the whole list. Segmenting the list increases the conversion rate because customers receive content that interests them. It also decreases the unsubscribe rate.
Upload the contact into the business’ email accounting account
In this phase, the small business should upload the contacts from a spreadsheet or external file. Alternatively, they can add them from existing Gmail, Outlook accounts, and other apps. The upload button on the website also offers them the option to add the contacts according to their segments.
Add an opt-in form to grow the email list
An effective strategy that can help you expand your email list is adding the opt-in form on the business’s website. It encourages people who visit the site to sign up or subscribe to the emails. The opt-in permits the business to send the emails to avoid the customers from unsubscribing and sending them to the spam folder.
Create a lead magnet
Also called an opt-in bribe, a lead magnet is a free item that a business offers the public for receiving an email address. Most small firms prefer using digital materials, such as videos, free trials, or PDFs because they are easier and more affordable to create. You can use any item that you want as long as it is relevant and offers value to the audience for free.
When adding the lead magnet to the website, consider the following;
- Create an enticing headline that describes the benefit of the opt-in
- Include a clear and brief description that attracts the readers’ attention.
- Include appealing visuals, such as a picture of a person checking the opt-in form.
- Use a simple form to keep the visitors motivated.
- Add a compelling subscribe button by using a contrasting color that pops out on the website.
- Add a non-generic email copy that persuades the audience to click.
Install the opt-in form on the website
The next step involves installing the opt-in form on the small business’ website. It is advisable to place it on high-conversion positions, such as on the splash page, website’s header, footer, sidebar, or designated sign-up page to increase its effectiveness. More users will subscribe to the email campaigns after scrolling through these places.
Set up the welcome email
The small business’s welcome email refers to the first message that new email subscribers receive. Every business should create a message that offers an impressive first impression and leads to a higher open rate.
When drafting this message, start with warm greetings and then tell the subscribers the information they should expect to receive from your business in the future. After setting up, all new contacts will receive the welcome message automatically.
Design a reusable email template
The next step when setting up email marketing on the enterprise’s website involves creating professional and beautifully-designed emails. Ensure that you select a unique and eye-catching layout that attracts the subscribers’ attention and passes the message. A mobile-responsive one is also an excellent choice because subscribers use different devices to open emails.
Customize the email template
After selecting the reusable template, customize it with your small business. You can start by fitting the business’s logo at the top of the email template and then linking the image to the website’s homepage. Companies should always remember to include their enterprises’ signature colors to make it easier for the customers to identify the emails.
Another vital design element is the email footer. It should include the business’s name, contacts, and links to other social media or digital platforms. After including all these details, make a copy of the email template and save it as the master version so that you do not have to create one from scratch every time you want to send an email.
Preview and test the email marketing service
Businesses that are starting to use email marketing are likely to make errors. To ensure that the email marketing is functioning correctly, you can send a test email to one of the employees before sending it to the audience.
Why is email marketing important for small businesses?
It helps to attract a wider customer base and building long-term relationships with customers. It also enables the business to deliver specific messages to the target audience.
How does email marketing help businesses?
It enables them to reach more customers. It helps small businesses advertise their products and services economically.
Is email marketing profitable?
Yes, it has a high return on investment.
How can email marketing improve sales?
It informs existing and potential customers about the products and services they can receive from a company.
Should small businesses use email marketing?
Every small business should consider using this marketing technique because it is effective and productive.