Email for small business
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Zakia Ringgold [00:00:01]:

This is Business Tech Unraveled, the podcast where I demystify tech systems to help you grow your business online. I'm your host, Zakia Ringgold. And today, we're diving into a topic that's at the heart of digital marketing, email. So email marketing is a powerful tool that allows your business to connect with your audience on a personal level. It helps you to nurture leads and ultimately drive sales. But like any tool, it needs to be mastered to achieve its full potential. So even if you aren't at the point of mastering it, starting with an understanding of what it can be used for and why you need to leverage it is a great starting point. You see, I never paid attention to email.

Zakia Ringgold [00:00:57]:

I would simply show up via livestream for my audience on a daily basis, which was a little exhausting when I look back at it, but I loved it when I was doing it. And they would see what I was making, and if they chose to order, they got the product in a few days. But as my business started to expand into more teaching and consulting, and sharing what I was learning as I was growing online, I now realize that I missed the opportunity to stay connected with those who were simply browsing or stumbled on my website. Now, I do not want that for you. If you are posting on social media, you need to be spending just as much time building your own email list. Because guess what? A constant theme that I'm going to remind you is you do not own that social media. You do own your email list. So in this episode so in this episode, I'll explore the essentials of email marketing from the perspective of what to look for when you're selecting your platform to the different kinds of messages you should be sending to people who have either purchased from you or those who have stumbled on your content in giving you their email address so that you can stay connected with them.

Zakia Ringgold [00:02:26]:

So let's start with the basics. What makes email marketing such a valuable tool for businesses. Well, first, it's incredibly cost effective. Sending emails is a fraction of the cost of traditional marketing. So when you think of, like, radio ads, Facebook ads isn't traditional, but it's it can be expensive. Newspaper ads, magazines, or even billboards. Email is a fraction of the cost. This makes it a viable solution for businesses of all sizes.

Zakia Ringgold [00:03:04]:

First, it's incredibly cost effective. Sending email is a fraction of the cost for traditional marketing methods. So when you think of, like, radio ads, newspaper ads, magazines, billboards, and even Facebook ads. I know that's not traditional, but all of them can be pretty expensive. This makes email a viable solution for businesses of all sizes. Many of the email marketing platforms are even free based on the number of people that you have on your list. So second, it's highly targeted. What this means is based on how someone gets on your list, you can tag them and segment them.

Zakia Ringgold [00:03:51]:

So for instance, when someone takes a quiz on the Business Tech Lab website, they are tagged based on the quiz. When I send emails to people who wanted to learn more about podcasting, it will only be sent to those who have indicated an interest in podcasting. I'm not gonna send them stuff on live streaming and websites because they've specifically told me that their interest was podcasting. So with advanced segmentation and personalization, you can tailor your messages so they go to those specific segments. And that ensures that your Scribers are only getting the things that are relevant to them, and not just everything. Now let's dive into some essential tips for getting started with email marketing. Number 1 is choosing the right email marketing platform. The first step in your email marketing is selecting the right platform.

Zakia Ringgold [00:04:53]:

There are many options out there, and I have created a comparison guide for you. It will be linked in the show notes, and you can also get it on our website of business tech lab.com. But these are like beta marketing, Mailchimp, MailerLite, SendFox, Aweber, Constant Contact. The list goes on and on. When you are first getting started, choose one that will allow you to easily set up campaigns and tag your subscribers based on what they're interested in. You also want to consider how it can integrate with your website and send information back and forth, which will ultimately impact your analytics and you being able to track, well, how is all of this working? Speaking of analytics, you definitely wanna ensure that the email platform you decide on has really clear analytics. Doesn't have to be like scientific grade, but just your basic information is available for you to see. Okay? So that's number 1.

Zakia Ringgold [00:06:01]:

Number 2 is build a quality subscriber list. The foundation of successful email marketing is a high quality subscriber list. Focused on growing your list organically. The foundation of successful email marketing is a high quality subscriber list. Focus on growing your list organically by offering valuable content. I talked about this in a recent episode here on BizTech that unraveled. And that episode is the VIP Lounge, why email management is essential for small business growth. I definitely recommend giving it a listen if you are new to list building or growing a subscriber list.

Zakia Ringgold [00:06:49]:

Additionally, you do wanna ensure that you are in compliance with data regulations like GDPR and CAN SPAN. I'll leave some link to the resources in the show notes if you wanna just learn a little bit more about what that means to be in compliance. And my number one tip in terms of a quality subscriber list for obvious reasons is do not buy a list of email addresses and start spamming people. That is a quick way to get you blacklisted, blocked, and ultimately in the delete box. Okay? So number 3 is to craft compelling content. What you send in your email messages should really captivate your audience's attention right from the subject line. Don't wait until you get into the paragraph. That subject line is going to tell them whether or not they should open your email.

Zakia Ringgold [00:07:45]:

So start there. So use engaging subject lines, be very clear and concise with your messaging, and you can have some pretty good personable visuals in there as well. I approach all of my emails as if I'm talking to a friend. I'm no good at the sales y stuff, and quite frankly, I don't like to receive those messages that are sales y, so I don't send those type of messages to my subscribers. And number 4 is personalization and segmentation. Personalization is key to building strong customer relationships. Nothing screams for me to send something to the trash louder than it appears to be a catchall email. So you wanna make sure you're segmenting your list based on their preferences and tailor your email messages accordingly.

Zakia Ringgold [00:08:43]:

Subscribers are more likely to engage with content that speaks directly to their interest and are personalized to them. Number 5 would be automation and drip campaigns. Most email platforms have the ability for you to set up automated email sequences. What this means is you create a series of messages to be sent over time. Drip campaigns, welcome emails, and abandoned cart reminders are just a few examples of how automation can nurture leads and build relationships with your subscribers. And the last 1 is number 6. That is to make sure you are monitoring and analyzing the performance of all of the email messages you're sending out. What's the use in doing all of this if you don't track it? You don't know how it's performing.

Zakia Ringgold [00:09:41]:

You don't know who's actually getting your messages. At a minimum, a minimum, on a monthly basis, you should take a look at open rates, which is if you send out a 100 emails and only 10 people open them, that means you have a 10% open rate, which isn't bad for email. Okay? But you wanna get it higher. So you wanna see what that's doing. Click through rates. If you've included links to great articles that they can find useful, any products that you're recommending. Are they actually clicking? That would be demonstrated through the click through rates. So your open rates are how many people actually open.

Zakia Ringgold [00:10:23]:

The click through rates are how many people actually click through to the references and the resources that you've provided. And the other one is your conversion rates. Conversions are any actions that your subscribers take based on what you sent in the email. So let's say you had that click through rate that went to your luxurious bar of soap. The conversion is how many people added it to the cart and actually purchased it. Or if you're a consultant and you had a free booking call available, how many people booked a call. That would be considered your conversion rate. So wrapping it up, email marketing is a dynamic tool that can significantly impact your business' success.

Zakia Ringgold [00:11:13]:

By choosing the right platform, building a quality subscriber list, crafting compelling content, personalizing your emails, utilizing automation, and monitoring those results, you are well on your way to mastering email marketing. Thing. As always, I've prepared some valuable resources to help you on your email marketing journey. You can find them on our website at busineseteclabdot com forward slash tech match, and thank you for tuning in to the Business Tech Unraveled podcast. If you found this episode helpful, please do consider subscribing, leaving a review, and sharing it with your network. Now we are starting something new. If you'd like to send a question, click the link in the show notes, and it will pretty much be busineseteqlab.com forward slash and then we will answer it on an upcoming episode. But in our next episode, we'll explore another exciting aspect of business tech.

Zakia Ringgold [00:12:24]:

So stay tuned and get your questions in at busineseteclab.com forward slash axzakiya, and then you can also get all of the show notes and the resources below this podcast. Until next time, keep unraveling the world of tech to grow your business online.

Email is a powerful tool that can help businesses connect with their audience on a personal level and drive sales. But why do so many businesses struggle with this foundational element, especially when building their business online? Could it be they don't know what all of the options are? Why certain features are more desirable than others? Where to begin with email for business?

Listen to this episode to learn what to look for when choosing an email platform, understand the significance of building a quality subscriber list organically and complying with privacy and data regulations

Show Notes & Key Lessons:

1. Understanding the value and benefits of email marketing

2. Choosing the right email marketing platform

3. Building a quality subscriber list organically

4. Crafting compelling content and utilizing personalization

5. Monitoring and analyzing email performance for informed decision-making

For Your Action

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Email Comparison Guide

Discover the Perfect Email Marketing Solution with our Comprehensive Tool Comparison and Feature Breakdown!


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Why do small business owners struggle with email

Small business owners have a lot on their plate. When we add email into the mix additional challenges quickly become evident, including:

  • Limited resources, both in terms of budget and personnel, often hinder their ability to run effective campaigns.
  • The technical intricacies of email marketing, from list building and content creation to compliance and analytics, can be daunting.
  • Maintaining high-quality subscriber lists and generating engaging content that captures recipients' attention can also prove to be challenging.
  • Adhereing to GDPR, CAN-SPAM and other privacy issues can seem overwhelming 

Why should business Owners even bother with email? 

Email marketing, when done right, is like finding a treasure chest of opportunities hidden in a world of marketing techniques. It's a cost-effective method compared to the high cost often associated with traditional methods like television or newspaper ads. (Who's still watching TV anyway) It's like getting the best bang for your buck, allowing businesses of all sizes to reach their audience at a fraction of the cost.

What makes it truly remarkable is the ability to precisely aim your message. It's like having a bow and arrow, honing in on the bullseye. Email marketing platforms offer advanced segmentation and personalization features, enabling businesses to tailor their messages to specific segments. It's like creating a custom-fit suit for your subscribers. By sending relevant content based on their interests, businesses can effectively nurture leads, just like tending to a garden to make it flourish.

Email marketing, when done right, is like finding a treasure chest of opportunities hidden in a world of marketing techniques. It's a cost-effective wonder compared to the splurge often associated with traditional methods like radio or newspaper ads. It's like getting the best bang for your buck, allowing businesses of all sizes to reach their audience at a fraction of the cost. 

When done right email is cost-effective and Highly Targeted

Most platforms offer advanced segmentation and personalization features, enabling businesses to tailor their messages to specific segments. By sending relevant content to subscribers based on their interests, businesses can effectively nurture leads. This means that you don't send every email to every subscriber. Based on how they get on your list and the interest they share, you send messages based on those needs only. 

Choosing the Right Email Marketing Platform

The market offers numerous options like VEDA marketing, Mailchimp, Aweber, and SendFox. When starting, pick a platform that allows you to set up campaigns easily and tag subscribers based on their interests. Integration with your website and clear analytics should also be considered to track the effectiveness of your email marketing efforts. If you are new to email, download our comparison guide. 

FREE DOWNLOAD 

Email Comparison Guide

Discover the Perfect Email Marketing Solution with our Comprehensive Tool Comparison and Feature Breakdown!


Download the Guide 

Building a Quality Subscriber List - Who gets your email?

The foundation of successful email marketing all starts with a high-quality subscriber list, and building your list organically through valuable content is essential. Avoid the temptation to purchase email lists and send spammy messages – that's like trying to build a castle on quicksand. Such tactics can lead to being blacklisted and ignored by recipients. Compliance with data regulations like GDPR and CAN-SPAM is also crucial to protect your subscribers' privacy, just as respecting someone's personal space is vital in real-life conversations.

Email marketing isn't just a tool; it's a central component to doing business online. If you are looking to connect with your audience, provide real value, nurture leads over time, and drive sales you cannot afford to ignore your email efforts.