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A photographer with her back to the camera. She is taking a photo of a woman in dark green trousers and top, who is standing in front of a light background. There is a clothes rail on the left with some tops in various shades of orange. The photographer is potentially scared of email marketing because she's not great with technology.

Email Marketing for Non-Tech-Savvy Small Businesses

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Email marketing is a powerful tool for small business owners looking to build stronger customer relationships, increase sales, and support other marketing activities.

But if you’re not great with technology, the idea of email marketing can seem overwhelming. You might feel daunted by the tech involved and unsure where to start.

Sound familiar? Then this blog post is for you! In one read I’m going to explain email marketing for non-tech-savvy business owners.

I’ll give you practical tips and solutions to help you get started with email marketing, choose the right platform, and create effective email campaigns.

By the end of this post, you’ll see that email marketing is not as complex as it seems, and you’ll be armed with the knowledge to either start your own email campaigns or consider outsourcing to a professional.

Why Email Marketing is Essential for Small Businesses

Email marketing is one of the most effective ways to connect with your customers and potential customers. Here are a few reasons why I think it’s essential for your business:

Builds Customer Relationships

Email marketing allows you to stay in touch with your customers regularly. By sending newsletters, promotions, and updates, you keep your business at the top of their minds. Even if they’re not ready to buy yet… They will be at some point, and they’ll think of you!

Increases Sales

Well-crafted email campaigns can drive traffic to your website and increase sales. Whether you’re promoting a new product, offering a discount, or sharing valuable content, emails can lead to higher conversion rates.

Cost-Effective

Compared to other marketing channels, email marketing is relatively inexpensive. With a good email marketing platform, you can reach thousands of potential buyers at a fraction of the cost of traditional advertising.

Measurable Results

Email marketing provides detailed analytics on open rates, click-through rates, and conversions, allowing you to track the success of your campaigns and make decisions backed by data. Want the lowdown on metrics? Read this post.

And, for every £1 spent on email marketing, the average return is £36. I don’t know about you, but getting this kind of return on investment is what it takes to run a profitable business.

Choosing the Right Email Marketing Platform

Picking the right email marketing platform is important for your success, especially if you’re not very tech-savvy. It needs to be user-friendly, have all the right features, and be supportive. One platform that stands out for me is Constant Contact. Here’s why:

Easy Drag-and-Drop Interface: Constant Contact’s user-friendly interface makes it easy to create professional-looking emails without any coding knowledge. If you can drag and drop, you can use Constant Contact.

UK Telephone Support: When you’re stuck, the last thing you want is email support. Constant Contact offers telephone support to UK businesses. No hanging around when you need to get that email out! Even if you don’t end up phoning them, isn’t it comforting knowing they’re at the end of a telephone?

More than email marketing: From email templates to contact management and detailed analytics, Constant Contact provides all the tools you need to run successful email marketing campaigns. But there’s more. You can do lots of your marketing from the Constant Contact platform, saving you money and time! And don’t even get me started on the Campaign Builder. You need to see this. No other email marketing tool has it.

Check out this post for a deeper dive into choosing your email marketing platform.

The reason I love Constant Contact is because it’s simple to use and it works! I’ve never had a problem with using the platform, and when I’ve had a question, I’ve been able to talk to someone via a UK telephone number. It really is the best choice for small business owners who want a straightforward, reliable email marketing tool. BTW, use this link for 10% off every month!

Getting Started with Email Marketing for Small Businesses

Starting with email marketing doesn’t have to be complicated, even if you’re not great with technology. Here’s a step-by-step guide to help you get started on any email marketing platform:

1. Set Up Your Account

  • Choose an email marketing platform that suits your needs.
  • Follow the sign-up process to create your account.

My tip is to try out 3 (set up a free trial) and pick the one you find easiest to use.

2. Import Contacts and Organise Your Email List

  • Gather your contacts from various sources (e.g., customer database, CRM, spreadsheets).
  • Import these contacts into your email marketing platform. There will be instructions on how you can do this.
  • If you can, segment your list based on things like customer interests, purchase history, or engagement level. Doing this now is going to save you so much time in the long run. Want to know more about segmenting? Read this post.

3. Create Your First Email Campaign

  • Use templates: Most platforms offer pre-designed templates that you can customise to match your brand.
  • Customise with drag-and-drop features: Add text, images, and call-to-action buttons using the platform’s drag-and-drop interface.
  • Preview and test: Before sending your email, preview it on different devices and send test emails to ensure everything looks perfect.

If you want to see me doing this, watch this video. I did a demo for Enterprise Nation’s Tech Hub. I created a template in Constant Contact and used it to create a newsletter!

4. Look for Common Features

User-Friendly Interface: Make sure the platform has an intuitive interface that makes it easy to design and send emails.

Template Library: A good platform should offer a variety of templates to suit different types of campaigns. (If you use a free version, you’ll be limited to the number of templates you can use.)

Contact Management: Easy-to-use tools for importing, organising, and segmenting your contacts. (Free email platforms might limit the number of lists you can have.)

Reporting and Analytics: Access to detailed reports on email performance to help you improve future campaigns. This is really important. If you don’t know what’s working, how can you replicate it?

Try 3 email marketing platforms to see which one you like. It has to be easy to use and fit into your busy worklife. So, don’t just go for a recommendation. Make sure that recommendation works for you!

Email Marketing Tips for Beginners

Creating effective email campaigns involves more than just sending emails. Here are some practical tips that are easy to follow, even if you’re not a tech expert:

Crafting Engaging Content

Subject Lines: Write compelling subject lines to increase your open rates. Keep them short, relevant, and intriguing. Need some help? Grab this cheat sheet.

Personalisation: A very basic way is to use your subscribers’ names. Start here and then, when you know more about them, tailor the content to their preferences.

Visuals and Branding: Include high-quality images and ensure your emails reflect your brand’s identity. The main image should convey what’s in the email, and you can include your call to action in it.

Frequency and Timing

Find the right balance in frequency. Too many emails can annoy your subscribers, while too few can make them forget about you. A good frequency is 2 emails per month. Remember to set this expectation when people join your list.

Test different sending times to understand when your audience is most likely to engage with your emails. Your opens will generally tell you if you’re sending at the right time. However, with bot opens (yes, that really is a thing), combining opens with clicks will give you a better picture.

A/B Testing and Tracking Results

Carry out A/B tests to see what works best in terms of subject lines, email content, and call-to-action buttons. Remember to only test one thing at a time, otherwise, you won’t know what impacted an improvement in results.

Use the analytics provided by your email marketing platform to track open rates, click-through rates, and conversions. If you’re not looking at these reports after every email sent, then you’re missing out on getting better results for the next email.

Remember to write content for your readers, not you! Engaging content is what they find interesting, helpful or entertaining. 80% of the time, share this type of content. The remaining 20% is for you to promote your business.

How I Helped Bridge to Health

Bridge to Health, a client of mine, initially struggled to keep in touch with their clients beyond the first appointment. They have a database of around 3000 contacts and had previously focused on finding new clients rather than nurturing existing ones.

I implemented a structured email marketing strategy for them, producing a monthly newsletter that profiles their services, shares offers, and provides valuable advice. This strategy has significantly improved their client engagement and led to more bookings from existing clients.

Here’s what Mathieu (the owner) has to say:

“Thanks to the structured email marketing process, we’ve seen a shift in bookings from existing clients, as well as overall engagement. It’s helped us stay connected with our clients and keep them informed about our services.”

Overcoming Common Barriers

Lots of small business owners feel overwhelmed by the thought of managing email marketing, mostly because they don’t have time and technical skills. Here’s how you can overcome these barriers:

Make it Simple: Choose a user-friendly platform like Constant Contact, which needs minimal technical skills. Honestly, I know you’ll find it easier than you think!

Outsourcing Options: If you still find email marketing daunting, consider outsourcing it to a professional. This will save you time and ensure your campaigns are managed effectively. Paying for that expertise means you don’t need to know how to do it all on day one!

Conclusion

Email marketing is an essential tool for small businesses looking to grow and maintain strong customer relationships. With the right platform and a few practical tips, you can easily start your email marketing journey, even if you’re not tech-savvy. For those who prefer to leave it to the experts, outsourcing your email marketing is a great option that saves time and leverages professional expertise.

Ready to take the next step? Book a chat with me today to discuss how I can help you with your email marketing needs. Find a time that works for you in the calendar below!


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