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Email Marketing 101: The Complete Beginner's Guide For Small Businesses!

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04 Jan 2021

Email marketing is rated as the most influential marketing channel that has won against social media, SEO, and associate marketing, based on 2018 data.

An email marketing strategy is said to be effective when it restores prospects into customers and first-time buyers into consistent buyers. If you are a neophyte business, then it’s essential to know that 85% of users are on email as compared to search engines (15%) and social media (22%), this is why you have to build a growing email marketing strategy to grab your prospects’ attention.

But most marketers and entrepreneurs particularly those who have just commenced a small business do not know how to do it right.

In this article, you will learn the complete process of building an email marketing campaign with all the key requisites for small businesses.

Email Marketing -A Brief Introduction

It is a kind of marketing that makes the customers of your email lists informed about new products, discounts, and other services. It’s an effective way to enlighten the audience regarding the value of your brand and keep them engaged.

In an email marketing process, commercial messages are sent out to a group of people via email. Businesses can have various objectives of sending out emails including;

The Benefits Of Email Marketing

In this era of modernized marketing, email marketing still has many benefits that prove the statement wrong that emails have become dead! Let us examine the benefits your businesses can get through email marketing;

· Extensive Reach

Emails can help you spread your message over a wider audience. As per the data collected by Statista, there were 3.8 billion email users in 2018 worldwide, which is expected to reach 4.4 billion by 2023. Whereas, there were almost 2.65 billion social media users in 2018 which is expected to reach 3.1 billion by 2021. The difference between the reach of both the means is apparent!

· High Engagement Rates

Facebook, Instagram, and Twitter have an engagement rate of 0.58% while for email marketing consider the figures given below.

Emails reach 85% of the target audience with an increased chance that your readers will see the content as compared to social media where you are not in control to check if your followers have even seen the posts or not.They have an open rate of 22.86% throughout the industries.

Emails have more than 6× higher engagement rates as compared to other social platforms with a click-through rate of1%.

· Lower Cost, Higher ROI

When compared with the cost, email marketing generates a high return on investment as compared to other social platforms.

Based on a study by Litmus in 2018, the ROI at an average of $38 return per $1 spent. Affordable pricing and plans are offered by email marketing software providers that can vary business to business based on features or the number of subscribers. Thus, if you are building up a contact list, find a provider that provides the basic plan for your business, and enjoy increased revenue.

· Greater Customization

As compared to other marketing channels, email marketing has abundant ways to customize, automate, and craft your email templates by A/B testing the variables.

Moreover, you can segment your subscribers based on their common traits, which will allow you to create customer journeys and automated workflows, specifically for that segment.

How To Get Started With An Email Marketing Campaign?

Here is a quick step-by-step guide to an email marketing campaign.

1. Plan Your Campaign

For better and higher ROIs, you need to have a basic email marketing plan. An email marketing plan is all about a long-term vision or big picture of your future email marketing activities.

You need to have the following elements in your email marketing plan;

2. Get Permission

You must get permission from your users before sending them emails. If you have gathered the email addresses from business cards in different events and they are not aware of receiving emails from you, then it’s against the CAN-SPAM ACT. To avoid getting handicapped, you need to obtain permission via opt-in forms. Also, provide the users with an opt-out option in your email.

3. Create Compelling Content

A buyer’s journey includes 5 phases;

Your email marketing campaign must deliver the emails in such a way that matches the phase of the buyer’s journey.

What Are The Best Email Practices?

High ROI cannot be achieved accidentally, you need to adopt some techniques to generate them.

· Personalization

You can ask your subscriber’s first name when they opt-in and then include it in the email's subject line, salutation, or within the context of the email. This will make the readers will feel like the messages have been specifically crafted for them.

· Segmentation

Neil Patel defines it as; “the practice of splitting up your email list into more targeted groups.” You can segment your audience using CBT Mass Email Sender based on common traits that can be - people who availed of free products, people who signed up for your course, etc. When you segment your audience, you can send a targeted and customized message to each segment.

· Result-Tracking

Whether you are A/B testing your emails or not you must track your results to see whether you have achieved the goals you identified in the first step. If you receive positive results, work on strengthening your relationship with your customers and targeting a new audience, but if the results aren’t as expected improve where required.


Starting a business is not easy. It needs everything ‘right’ from the very beginning to succeed in the long run. Email Marketing Campaigns can serve incredibly for small businesses. Not only is it cost-effective but also quite result-oriented.

This guide will lead you towards creating an email marketing strategy that will generate higher ROIs at lower costs. Thus, follow-up on the aspects mentioned in this article and relish the increased revenues.

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