In today’s digital age, everyone is bombarded with emails. So, how can your small business cut through the noise and convince people to actually open your emails, let alone click on something and, buy something? 

Email marketing is a goldmine for small businesses because it’s cost-effective, targeted, and measurable. Here’s the not-so-secret secret: when done right, email marketing can become your secret weapon for attracting new customers, nurturing leads, and ultimately boosting your bottom line.

But what are some email marketing tips your small business can actually implement?

Starting Your Email List

When you’re building your email list, focus on attracting subscribers who are genuinely interested in what you have to offer. Here are some ways to do that:

• Website Opt-Ins: Offer valuable freebies like e-books, checklists, or discounts in exchange for email addresses. (For example, I just downloaded a checklist from a gardening company telling me what supplies I need for an herb garden.)

• Lead Magnets: Create targeted content like quizzes or webinars that provide solutions to your ideal customer’s problems. (I’m for sure going to sign up for an email if a bookstore has a quiz on which book I’m most like.)

• Social Media: Make it easy for people to subscribe on your social media platforms. Share it to your stories and post the link in your bio.

• In-Person Events: Collect email addresses at networking events or when they purchase something, but be sure to get permission before adding them to your list. I love making little “postcards” and having a QR code that directs them to my freebie.

Craft Interesting Subject Lines

Think of your subject line as the hook of an article. It needs to be clear, concise, and attention-grabbing. Here are some tips:

• Keep it short and sweet.
• Personalize it: Occasionally use the subscriber’s name or mention a relevant interest.
• Create a sense of urgency: Highlight limited-time offers or exclusive content.
• Ask a question: Spark curiosity and encourage people to open the email.

Many small businesses think having a CMO is a luxury reserved for big corporations. But the truth is, working with one can help you grow tremendously! Here’s why your small business needs a CMO instead of trying to do it all by yourself.

Create good content

This seems like a given, but it bears saying anyway. Who wants to open an email that’s a big block of text or that feels like spam? Here’s how to create content that keeps people engaged:

• Keep it scannable: Use bullet points, visuals, and short paragraphs.
• Focus on value: Provide helpful information, tips, or exclusive offers.
• Personalize the content: Segment your list and tailor your message to specific interests.
• Write in a conversational tone: Be yourself and connect with your audience on a personal level.
• Include a clear call to action (CTA): Tell people what you want them to do next, whether it’s visiting your website, making a purchase, or downloading a resource.

Consistency is Key

Here’s what you do NOT want to do: Overwhelm your subscribers with tons of emails.

The key to good email marketing is to finding the sweet spot. I like to tell my small business clients that sending an email once or twice a week usually works well, but it depends on your audience. Track your analytics to see how open rates and click-through rates change with different sending schedules.

Use Email Marketing Tools

There are fantastic email marketing platforms available to help you manage your list, automate tasks, and track your results. Here are some features to look for:

• List segmentation: Easily categorize your subscribers based on demographics or interests.
• Email templates: Save time with pre-designed layouts for different email types. You can either create this from scratch yourself or use a pre-designed template!
• Automation: Schedule emails in advance.

What Now?

The first thing you’ll want to do is pick an email service provider. I use MailerLite for my email list, but I have friends who use and love FlowDesk and ConvertKit.

Then, your small business can start implementing these email marketing tips to drive traffic to your business and increase sales!

If you want even more marketing tips and tricks to boost your business, be sure to sign up for my email list. Not only do I share some more tips for email marketing, but I also give you TONS of other marketing tips and maybe even some freebies as well (shh!).

Madelyn Furlong

Madelyn is the owner of Madelyn Victoria Co. She’s a social media manager and ShowIt designer who helps service providers stand out online with a people-first strategy.

Madelyn believes your marketing should fuel growth, not drain your energy. Through strategic social media content and high-converting websites, she’s helped entrepreneurs get visible, build trust with their audience, and increase revenue by consistently attracting the right clients.