If you run a small to medium size business and are not actively using email marketing as part of your marketing plan your are missing out on a huge opportunity.

Assuming you already have a website to direct your customers and potential customers to find you on. If you do not have a website, then please read my post regarding building a website firstYou can build a professional website Free in less than one hour.

Although you can run an email Campaign with out a website, it is preferable to have an integrated approach to Web and Email.

So, once you have a website, email marketing is the best way to build loyalty, keep in touch with customers, and share offers with them.

Here I will take you through the some of the opportunities you should be embracing.

Your Email Database

The first thing you need to establish is how many customer emails you have and if you have permission to contact these customers.

Assuming you have a reasonable quantity of your customer details and their relevant contact names this will be the best place to start.

Capturing email data from your website is also critical to building a solid foundation from which to build you email marketing strategy, if you do not already have a opt in email

Producing Your Newsletter
You may be able to produce an Email newsletter on Word, however, you will find it easier to create a professional Email Newsletter by using one of the Specialist Email Marketing Apps, this will help you with a template for the email and also ensure your customers have the ability to Opt Out.

Any email marketing platform should have an Opt-out facility which will remove the opt outs to keep you compliant.

Free Email Marketing Tools

I use use Moosend, it has some great templates, you can also import from a page of your website.
Moosend also handles any unsubscribes, so you do not upset customers and get in trouble in the future.

Newsletter Content

Monthly Newsletter, this should include News regarding your niche that is relevant to your customers and will be either informative, interesting or educational. Think about what offers you have that are relevant to the News subjects.

The next thing to do is create a product offer that is related to the content, and generate links to the content on your website.

If this is your first newsletter it is worth asking your customers what they would like to see in the next letter, consider including the these suggestions.

Evaluating Your Success

Once you have sent the emails you will be able to see how many have been opened and how many people have clicked through, you will be able to directly measure the success against the objectives.

Get started now, for campaigns For most small businesses the only cost will be the time spent thinking about and planning the content.

You can generally expect a better result from Email Marketing as your Data is improved and the customers become more familiar with the content, so don’t be put off if the results of the mailing are less than predicted.

Once you have started with your existing customers and become familiar, the next step is to build Prospect Data and bring your products to new customers, I will cover that separately in another post.

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