For many of us, our marketing efforts often lean towards social media, but email marketing still gets brilliant results if you set it up properly. You now need to pay the social media channels to get your content seen more than ever, which is why many small businesses should consider maximising email marketing to promote their business. 

Here's some great tips for you to try out and things you need to think about to add this often forgotten, but highly effective tool to your marketing strategy.

Why is email marketing brilliant?

It's important to make sure that people actively decide to sign up to your marketing list (GDPR remember)? Once you have this in place, you can start to build a great relationship with them as you can make contact when you like about offers and information about your business that they want to see, because they have signed up to know more about you. Research has showed that the return on investment (ROI) for email marketing is 3800% - that's £38 of revenue for every £1 spent (compared to just 29% with direct mail).

In addition, there are 3.9 billion email users in 2019 and that figure is expected to grow to 4.8 billion by 2024. That's a lot of people to try to target!

Email marketing allows you to turn subscribers into purchasers

You might be happy to learn more about a company, but you're not ready to buy. A well executed email marketing strategy can help to warm your subscribers up until they are ready to buy. By using data about your subscribers effectively, you can target specific promotions to them and build up a very personal relationship.

Make sure you've got lots of different places available for people to subscribe to your list. A section on your website is a brilliant idea (be careful about pop-ups because they can be annoying), and promote this on your social media, plus at check out on your website if it's an ecommerce system. The most important thing to remember is that you need people's PERMISSION to sign up and we'd always recommend double-opt in.  If you meet people at events or at their houses, then Mailchimp has a great app to allow you to get people to sign up using an ipad (no wifi needed).

You can automate a lot of the processes

If you use an email package (such as Mailchimp, Mailerlite, Mail Poet), you'll be able to benefit from automating a whole range of email sequences, so you can build up a relationship with your audience without having to do much work once it's all up and running.  For example, you can do a welcome email sequence every time you get a new subscriber, which allows you to tell them all about your business and why they might want to buy from you. You can also turn your blog posts in to Newsletter content, so you're reaching out to your customers in lots of different ways.  The possibilities are endless.

If you'd like more detailed information about how you can use email marketing to super-charge your marketing strategy, you can watch the full training via the Website Chat School in this FREE to join Facebook Group.