Email Marketing Strategies for Your Small Business

Get your small business on the map with an attention-grabbing email marketing strategy 

There are plenty of things to consider when you’re developing your email marketing strategy. From what types of emails you send to how you plan to send, whether you’re ready to invest in an automation platform or utilize Gmail mail merge capabilities to manage your emails — every detail counts. 

That’s why it’s so important to understand what your strategy is and where you plan to start. In this article, we’ll take a look at a few different ways you can get started with your email marketing strategy. From growing your subscriber list to using email to increase revenue directly — we’ll cover it all. 

Here’s a quick look at the topic’s we’ll discuss: 

  • Growing your subscriber list
  • Developing email campaigns
  • Using email to increase revenue
Image courtesy of Pixabay

One of the essential steps in email marketing is building a substantial subscriber list. Without an engaged list of users, you’ll never be able to continue to grow and reach new audiences.

Grow Your Subscriber List

A growing subscriber list is an indication of a growing business. This means that the people who have chosen to join your email marketing are engaged, and new users find your content. But even if your list continues to grow month over month, you need to focus on reaching new subscribers continuously. 

While there are plenty of different ways to grow your subscriber list, here are two great ways to attract new subscribers. 

  1. Make it Easy for Users to Subscribe

First and foremost, it needs to be easy for people to subscribe to your email list. If they have to jump through hoops, you can almost guarantee they won’t make it through the process. You need to ensure you’re keeping the user’s time in mind and make sure you’re providing enough value for their time. 

Here are a few simple ways you can make it easy for subscribers to join your email list: 

  • Add pop-ups on your website
  • Encourage current subscribers to share your emails with friends and family
  • Promote contents and lead generation content on your social media channels
  • Use digital ads to reach new subscribers

The easier you make the process, the better results you’ll get. 

You’ll also want to keep in mind how much information you’re asking them to provide. When it comes to simply subscribe to email or a monthly newsletter — minimal data is needed. 

As the subscriber continues to engage with your content over time, you can then work to gather more personal data on them But doing it too soon in the process will simply scare them away, and you may lose their business forever.

  1. Provide Incentives to New Subscribers

Incentives are a great way to bring people into your subscriber list. For many people, this is one of the top reasons for subscribing to email lists. 

Depending on who your target audience is may change what these incentives look like. For some, it might be as simple as a coupon for free shipping, while other more complex audiences may be looking for a technical whitepaper of Ebook. 

Here are a few common incentives used to gain new email subscribers:

  • Create a lead magnet such as an eBook, whitepaper, or exciting case study
  • Host a webinar or course related to the interests of your audiences
  • Create a campaign or giveaway that users have to subscriber to participate in
  • Provide a discount or coupon to help offset the cost of a product

When it comes to incentives, it all depends on who your audience is. What drives them and provides enough value for them to share their email with your brand? That’s what you need to determine and then start providing them with the content they want. 

Developing email marketing campaigns will allow you to reach your customers at various points of their journey. With triggered and drip campaigns, you can have predeveloped messages sent out automatically to increase user engagement.  

Develop Email Campaigns

Once you’ve started to gain traction with your list building, it’s time to start developing your email campaigns. There are tons of different list building strategies out there; the same is true for email campaigns. 

From welcome emails to monthly newsletters and everything in between — there’s an email marketing campaign out there that’s perfect for your customers. Once again, we’ll focus on two specific campaign types: triggered and drip campaigns. 

  1. Triggered Campaigns

Trigger emails are messages that are sent to subscribers based on real-time actions. Once someone completes a designated action, they will receive an email shortly after. Whether that’s 10 minutes or three days depends on the rules of your campaign.

These are a few of the most common types of trigger email campaigns

  • Welcome emails
  • Cart abandonment emails
  • Inactive subscriber emails
  • Event and anniversary emails
  • Transactional emails

Each of these email types has its own unique purpose. From revenue increasing cart abandonment messages and retention messages sent to inactive subscribers — you can create a campaign for all your customer needs. 

  1. Drip Campaigns

Like triggered emails, drip campaigns are predesigned messages sent to customers to help move them towards a final conversion. These campaigns are ongoing campaigns that continue to provide customers with new content over time. 

So what do drip campaigns look like? Here are a few examples of common drip campaigns you can integrate into your email marketing strategy: 

  • Retargeting campaigns 
  • Post-purchase campaigns
  • Unsubscribe campaigns
  • Customer journey campaigns

Drip campaigns are a great way to keep subscribers engaged over time and move them through their journey stages. When done right, drip campaigns are a great way to grow and nurture your subscriber lists. 

Email can directly impact the revenue you bring in each month. With the right strategy in place, you can quickly increase revenue and grow your business.

Use Email to Increase Revenue

Email marketing is a great tool to increase your company’s revenue directly. With the right strategy in place, you can send target emails to your subscribers based on their previous interactions and shopping behaviors. 

Let’s take a look at two different revenue-building email strategies.

  1. Abandoned Cart Strategies 

Utilizing abandoned cart emails are one of the trigger email strategies we briefly mentioned. But it’s also a great way to increase your business revenue directly. 

Abandoned cart emails are designed to bring users back to your website to complete a purchase they left behind. Generally, these emails are sent in sequences of 3 over a specified time. 

These types of emails are highly effective. When you consider that, on average, 69% of online carts are abandoned by users, it’s a huge opportunity to reach customers and bring in new revenue opportunities. 

  1. Promote Relevant Products 

Another tactic that can be directly related to revenue growth is the use of product recommendations. The more you know about your customers, the more you can share and promote relevant products based on their interests. 

There are several different ways you can identify what products to promote to your subscribers, including: 

  • Previous browse and purchase behaviors
  • Upselling and cross-selling opportunities
  • Top-rates and trending products

When it comes to promoting relevant products, the more you know about your customers, the more likely you are to get the recommendation right. Use the data you collect and promote top-rated and trending products among your audiences to encourage subscribers to add additional items to their cart. 

Improve Your Email Marketing Strategy

Email marketing is an excellent tool for small businesses. No matter how you plan to get started, you’ll find that it drives users to your site and helps increase site traffic. Finding the right mix of email marketing tactics may take time, but the more you get to know your subscribers and understand their needs — the better results you’ll see.

This was a sponsored post by on behalf of Gmass.


About the author

Oliver graduated from law school in 2008 and has practiced exclusively in the field of civil litigation for the last 10 years. He has a wealth of experience and expertise in litigation involving large financial losses and a special interest in consumer law. He has achieved numerous 7 figure settlements and has been involved in multi-billion dollar class-action consumer lawsuits against companies such as the Volkswagen Group. Away from the law, he is a consumer information and personal finance writer, having been featured in key publications such as Yahoo Finance, GO Banking Rates, NewsBreak, MEL Magazine, and many more.

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4 thoughts on “Email Marketing Strategies for Your Small Business”

  1. You actually make it appear so easy along with your presentation however I in finding this topic to be actually one thing that I believe I would by no means understand. It seems too complicated and very vast for me. I am taking a look forward on your next post, I will attempt to get the grasp of it!


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