An Introduction to Email Marketing for Small Businesses

Sending emails or newsletters to a group of people as part of a direct marketing campaign is known as email marketing.

Email marketing is a great way for any business to target their audience, boost sales and foster customer relationships. In fact, there's almost no industry in which email marketing can't improve your business outcomes. To get going with email marketing, all you need do is pick an email service provider and create a sign up form for your website to start building your mailing list.

The biggest benefit of using email campaigns is that it increases brand awareness, builds credibility and helps acquire potential clients - all at a low cost. It's all about fostering connections to increase sales and generate leads. 

Email marketing is a great way for small businesses to get in touch with their desired demographic and improve sales. It offers many advantages that other forms of marketing don’t, such as the ability to quickly reach potential customers with promotional emails or automated messages. It also allows you to build relationships with existing customers and re-engage them when necessary, 24/7.

Examples include regularly delivering newsletters packed with industry updates, valuable advice or announcements for your new product / service offerings. This allows your brand to remain in the minds of your current as well as potential customers. 

This helps build credibility. It also helps create a loyal customer base that is more likely to repurchase if they feel an ongoing connection to your business. 

Next, let's explore how to get started with email marketing.

OK, so we know that emailing can be a great way for Aussie small businesses to reach their target market, strengthen trustworthiness, promote recognition of their brand, generate income and reconnect with current customers. But how to get started?

To get started with email marketing, you need to sign up to an email marketing platform. This is where your email list (names and email addresses) will be stored as people sign up to receive your emails.



It’s important to choose the right platform based on budget and features. Popular platforms include Mailchimp or MailerLite. (We would recommend MailerLite as it's lower cost and has all the features you need as a small business).

Let's stick with the MailerLite example (this also works the same way for Mailchimp).



Embedding a lead capture form for MailerLite on your website is a simple process. First, you'll need to log in to your MailerLite account and create a new form or select an existing one. You'll click on "Forms" on the left of the screen and then select whether you'd like your sign-up form to be a pop-up or an embedded form. (Embedded forms are just forms placed straight into your web page):

Next, copy the code for your form from MailerLite. Then, navigate to your website's content management system (CMS) and paste the code where you want the form to appear. Make sure to save the changes, and you're done!

(If you're a 2Brownies website client, you can just send the code to us and we'll take care of placing it on your website).

Now, visitors to your website can enter their information into the MailerLite form and join your mailing list. (Their details will automatically be captured in your email marketing account). This is a great way to capture leads and build your email marketing list.

You can encourage potential customers to join your email list a few different ways and this will largely depend on your industry and products / services. You could:

• Offer a free incentive, such as an e-book or discount code. (Discount codes work particularly well with pop-ups). This can be promoted on social media channels like Facebook or Twitter to maximise its reach.
• Host a contest or giveaway: People love the chance to win something, so hosting a contest or giveaway can be a great way to incentivise sign-ups for your email list.
• Provide exclusive content: Offer exclusive content to your email subscribers, such as early access to new products, exclusive discounts, or information that isn't available to the general public. This can work well for any type of business - the key is to tap into the type of information your list subscribers would find valuable.

No matter how you encourage people to sign up to your email list, ensure that the content you create is informative and engaging for subscribers while developing relationships with them over time.

Once you have the basics in place, it's time to select an email strategy. This is where you decide on the type of email campaign you'd like to create. Often, businesses will have more than one type of email campaign going at any one time, because they all serve a different purpose. Here's a few examples:

1. Newsletters help keep customers informed and up-to-date with what’s happening in your business and in your industry as well as any special discounts you're offering. It allows you to build credibility with potential clients who may not have heard about your company before, as well as re-engage existing customers who haven’t purchased from you in a while.
2. Promotional: An email that promotes a specific product, service, or offer. This type of email is often used for sales and specific times of the year.
3. Welcome: An email sent to new subscribers welcoming them to your email list and providing them with information about your brand and what they can expect from your emails.
4. Abandoned cart: An email sent to customers who added items to their cart but did not complete the purchase, encouraging them to come back and finish the transaction.
5. Event invitation: An email sent to promote an event or webinar and encourage subscribers to attend.
6. Survey: An email sent to gather feedback from subscribers about their experience with your brand, products or services.
7. Re-engagement: An email sent to inactive subscribers to encourage them to engage with your brand again.

Your email marketing platform will have tools to help you create campaigns of any type and particularly those listed above. This includes tools to ensure your emails are fully branded and compliant with local privacy laws.

By employing appropriate email marketing strategies and getting your campaign mix just right, you can effectively connect with your target audience and foster meaningful relationships. 

Email marketing can be an effective way for small businesses to engage with their target audience and reap the rewards. In fact, any business can take advantage of this cost-effective digital strategy to boost sales and build customer relationships.

If you love to write, this is a perfect fit marketing strategy for you. But even if you're not that confident in putting pen to paper, why not use the power of chatGPT to help write your emails. With the right prompts from you, you'll be surprised at how helpful it can be.

So, why not sign up to an email marketing platform today and have a look around. Most offer free trials, so there's no immediate cost and you'll get a better sense of how it all fits together.

Are you a small business looking to build your reputation and make your mark? We create awesome websites, social media content, blog posts, SEO and Google Business profiles for small businesses across Australia. Call us on 1300 608 114 or book a chat here: https://calendly.com/2brownies/chat. Our General Manager Vanessa would be happy to answer your questions.