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How to Use Email Marketing in Your Small Business

Email marketing is an essential tool for connecting with customers and increasing sales. Below, we break down the basics and best practices of implementing a successful email marketing strategy.


What is Email Marketing?

Email marketing means sending emails to a group of people who have signed up to receive messages from your business. You can use it to tell customers about new products, sales, and other important updates.


When Should You Use Email Marketing?

Use email marketing whenever you want to communicate directly with people who are interested in your business. This can be done on a regular schedule, like a weekly newsletter, or at strategic times, like during a sale.


Getting People to Sign Up

A good email list is made up of people who want to hear from you. You can get people to sign up for your emails by:


  • Offering a discount or special offer in exchange for their email address.
  • Having a sign-up form on your website.
  • Asking in-person, if you have a physical store.


Keeping Your List Organised

Once people have signed up, organise your list into different groups, or “segments,” so you can send the right messages to the right people. For example, you might have one segment for people who have bought something from you, and another segment for people who haven’t bought anything yet.


Understanding Email Metrics

It’s important to understand some key terms to gauge the performance of your email marketing campaigns effectively.


  • Open Rate: The percentage of people who open your email. If you send an email to 100 people and 25 people open it, your open rate is 25%.
  • Click Through Rate (CTR): The percentage of people who click a link in your email. If 10 people click a link, and you sent the email to 100 people, your CTR is 10%.
  • Conversion Rate: The percentage of people who buy something after clicking a link in your email.


Best Practice for Creating Emails

When creating your emails, consider the following elements to enhance their impact and ensure your message is both compelling and clear.


  • Subject Lines: Keep them short and clear. Use words that grab attention, like “Sale” or “Exclusive.”
  • Content: Your email should be easy to read and get straight to the point. Use short sentences and bullet points.
  • Images: Use high-quality images that load quickly. Make sure they are relevant to the content of the email.


Example Campaigns

When thinking about your own email campaigns, consider examples of campaigns from other businesses that you thought were effective. What made you open the email? What made you click or make a purchase? Learn from these examples for your own strategy.


Get Started with NORTEC

Need help with your email marketing? NORTEC is here to guide you through building your email list, creating compelling campaigns, and understanding the data. Contact us to start improving your email marketing strategy today.

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