The Power of Email Marketing for Local Small Businesses – Part 3

The beauty of email marketing lies in its simplicity and effectiveness. It’s cost-effective, accessible, and, most importantly, it works. With the right strategy, you can turn a simple email list into a thriving community of engaged customers.

Welcome to Part 3 of our series on “The Power of Email Marketing for Local Small Businesses.“ As you’ve discovered in Part 1 and in Part 2, email marketing isn’t just another way to push ads; it’s a marketing strategy that can help you build a community around your brand.

In a nutshell, email marketing involves:

List Building: This is all about growing your audience by collecting emails ethically and from people genuinely interested in your business.

Personalization: Personalization is the secret sauce. Address your customers by name, and tailor your content to their interests and past interactions with your business.

Engaging Content with Clear Calls-to-Action: Every email should have a purpose, whether it’s to inform, engage, or sell. Make your call-to-action clear and compelling.

And of course …

Segmentation: We mentioned this in Part 1 of this series as it relates to targeted content, but it’s worth expanding a bit here. Depending on your business type, you can segment your ONE email list to send tailored messages that resonate with different groups of customers/clients. Here’s an example:

Example – A Local Fitness Studio might implement email segmentation this way:

Segment by Class Type or Interest: Members who attend yoga classes might receive emails about upcoming yoga workshops, mindfulness retreats, or new yoga gear available for purchase. WHEREAS … Those who participate in strength training classes could get updates about advanced sessions or challenges to boost their training, and motivational content.

Segment by Membership Level: Regular members might receive emails about general updates, member spotlights, and health and wellness tips. WHEREAS … Premium members could get exclusive content like early access to class bookings, invitations to special events, and offers from partnership businesses (like sports equipment shops).

Segment by Activity Level: Active members who frequently attend classes might receive emails focused on advanced fitness tips, member achievements, and community events. WHEREAS … Less active members, or those new to fitness, might benefit from motivational stories, beginner-friendly class recommendations, and tips for getting started on their fitness journey.

By using segmentation, the fitness studio can send more personalized and relevant emails, which can enhance member engagement, improve retention rates, and potentially attract new clients. It’s a strategy that acknowledges the diverse needs and interests of their clientele, making each email communication more effective.

Keep email segmentation in mind as you proceed to choose an email marketing platform as well as when setting up your email marketing campaign(s).

First Steps To Email Marketing for Local Business

To get started with email marketing, there are a few key elements to consider:

Choosing An Email Marketing Platform: Before diving into list building, select an email marketing platform that suits your business needs. Look for user-friendly interfaces, automation capabilities, the ability to apply segmentations, and insightful analytics. Platform choices include MailerLite, Constant Contact, or Benchmark, just to name a few. Each offering unique features that cater to different requirements. [Visit our Resource page for a list of popular providers to consider.]

Building a Subscriber List: Your email list is the cornerstone of your email marketing efforts. Here are a few ways you can build it effectively:

Offer Incentives: Incentivize sign-ups with discounts, freebies, or exclusive content. This can be communicated in-store, over the phone, or through existing social media channels.
In-Person Sign-Ups: If you have a physical store or attend local events, use a dedicated tablet for customers to enter their email addresses.
Utilize Existing Contacts: Start with people you already know – your current customers, friends, and family. Encourage them to sign up and to spread the word.
Leverage Print Materials: Use business cards, flyers, and receipts to promote your email list, providing a web address to your opt-In form online.
Referral Programs: Encourage current subscribers to refer friends and family by offering them a small thank you, like a discount or a free item, for every new sign-up they bring in.

Creating Engaging Content: Once you have your list, it’s time to engage your subscribers. Provide valuable content that resonates with your audience. Whether it’s exclusive offers, informative newsletters, or a peek behind-the-scenes of your business, your emails should be relevant, engaging, and reflective of your brand’s voice.

Staying Compliant: Email compliance refers to adhering to regulations, laws, and best practices related to email marketing communications. Security, data and privacy protections are paramount. So, it’s important to adhere to regulations like the CAN-SPAM Act (U.S.) or GDPR (Europe). In essence … obtain explicit permission to send emails … provide a clear unsubscribe option in each email … respect your subscribers’ privacy. This not only ensures compliance but helps to protect your subscribers AND your business while also building trust with your audience. And by the way, if the subject of compliance sounds scary, no worries. Email marketing platforms usually provide guidance on these requirements.

Every Email Is an Opportunity to Strengthen Your Relationship With Your Customers

As we’ve shared in Part 1, in Part 2, and now in Part 3 of our series, email marketing stands out as a remarkably powerful tool for local small businesses.

It’s more than sending out promotions; it’s about creating meaningful connections with your community, understanding their needs, and offering solutions that resonate. It’s a chance to show customers and clients that behind your business are folks who care about their needs and experiences.

So, take that first (or next) step. Choose a platform, build your list (the right way), create engaging content, and watch as your business grows through the power of email.

Whether you’re running a cozy café, a bustling flower shop, or providing services like plumbing or landscaping, email marketing can significantly amplify your voice, help you connect, and extend your business reach.