Top 5 tips for email marketing for small business in 2023

by Nicholas H. Online marketing expert

Email Marketing: Tips, Strategy and Requirements

Companies that use e-mail marketing correctly benefit twice over: they increase their sales and at the same time strengthen customer loyalty.

“Proper use” here means that you do not bother your subscribers and leads with spam-like emails or communicate with them on an overly personal level. Instead, you should use email to deepen relationships with your prospects by giving them the right information at the right time .

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So the focus is mainly on the requirements of your potential clientele , not on your own goals.

If you heed this simple principle, you will be able to inspire your subscribers with your emails.

Here's a detailed look at why a solid email marketing strategy remains one of the cornerstones of successful marketing, what rules and regulations to follow, and how to use email marketing most effectively.

With billions of people around the world communicating via email today, companies that don't use this channel are missing out on a great opportunity to reach their target audiences. Every $1 invested in email marketing campaigns returns an average of $42. This equates to an impressive 4,200% ROI.

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The following statistics also show how effective email marketing actually is:

    At 76%, email is the second most popular method for B2C marketers to deliver content organically to their target audience .

    In 2019 there were a total of 3.9 billion email users worldwide . According to forecasts , this number will grow to around 4.3 billion by 2023 .

    The number of emails sent every day is growing and is estimated to be around 376 billion by 2025 . In comparison: in 2017 the number was still 269 billion.

    Perhaps the greatest benefit of email marketing, however, is that you have sole control over this channel. Apart from the applicable data protection laws such as the GDPR , no other official regulations have to be observed here, so that you can freely decide how, when and for what reason you send e-mails.

With e-mail marketing, you can reach many potential new customers at the same time , build up personal relationships with them and maintain them - and all this without much effort or high costs.

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Email marketing can be used in many ways

Use email for the following purposes:

    Build personal relationships: Personalized emails strengthen customer loyalty.

    Increase brand awareness: Emails are a great way to remind your potential customers of your brand and products at the right time.

    Content Marketing: Send your potential customers relevant blog posts or other helpful content.

    Lead generation: Offer your subscribers interesting content offers in exchange for their contact information.

    Product Marketing: Use email to promote your products and services.

Lead Nurturing: Delight your customers by using relevant content to help them achieve their unique goals.
Getting started with email marketing Unleashing the full potential of email marketing and creating compelling email campaigns requires an effective strategy.
Tips for creating an email marketing strategy

The inboxes of your customers are already overflowing due to the daily flood of e-mails. So you have to come up with something to prevent your e-mails from getting lost in this mass or even ending up in the spam folder.

That means you need an effective email marketing strategy that you can use to ensure that your emails are actually read .

Basically, it just takes six simple steps:

1. Define target group

E-mails are effective when they are relevant to their recipients, i.e. tailored to your specific target group . Just as with any other marketing activity, the first step is to define your ideal clientele – your so-called buyer persona . Because only if you know the requirements of your target group can you align your e-mail campaign with them.

2. Set goals

In order to be able to set realistic goals for your campaigns, you need benchmarks . Therefore, first find out what the average results of email campaigns are in your industry, and then use these values as benchmarks for your own goals.

3. Create recipient list

Of course, you first need e-mail addresses of potential customers who are interested in e-mails from you. You then collect these in a mailing list . Since your potential customers practically register themselves on this list (via opt-in forms ), it makes sense to give them the opportunity to register as often as possible.

Don't be discouraged if your contact list is quite small at first. After all, good things take time. Always remember that your subscribers and leads are your most valuable resource and engage with them accordingly. Then your list will grow all by itself.

4. Choose the type of email campaign

There is no simple answer to the question of which campaign type is best in a particular case. Depending on the target group, weekly newsletters , product announcements or blog posts can be useful.

It's best to first get an overview of your options, familiarize yourself with the different types of email campaigns , and then decide which type will resonate best with your target group . A tip: If you create separate recipient lists for the different types of campaigns from the start, this decision will be easier for you in the future because you have already segmented your contacts according to the preferred campaign type .
5. Set up a schedule

Decide in advance how often you will send emails and share this information with your subscribers. This has the positive side effect that just by sticking to the announced schedule, you gain the trust of your subscribers. Do not choose the distances that are too large, otherwise you run the risk that your potential customers will forget you.