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Email Marketing 101: Your First Steps to Building Your Business Email List
- Maria Maurer
- Jul 9
- 3 min read
Updated: Aug 17
As a small business owner, you're always looking for effective ways to connect with your customers and grow your brand. Let's talk about an effective tool in your marketing toolkit, email marketing. It might sound a bit old-school but it's still valuable when it comes to direct communication and building lasting relationships.
This an introduction to email marketing for beginners, focusing on how to get started with email list building for small businesses.
Why your small business needs an email list
Think of your email list as your direct line to your most engaged customers. Unlike social media, where algorithms control who sees your content, an email lands directly in their inbox. This means:
Direct communication: You can share promotions, new product announcements, valuable content, and exclusive offers directly with people who have opted in to hear from you.
Higher engagement: Email subscribers are often your most loyal customers, more likely to convert into sales.
Cost-effective: Compared to paid advertising, email marketing offers a fantastic return on investment.
Ownership: You own your email list. You're not subject to platform changes or algorithm shifts.
How to start building your email list
Ready to grow your email list? Here are the essential first steps:
1. Choose an email marketing platform
This is your central hub for managing subscribers, creating emails, and tracking performance. Some popular and user-friendly options for small businesses include:
Mailchimp
Constant Contact
Kit
MailerLite
Most platforms offer free tiers or trials, perfect for getting started without a big investment.
2. Create compelling reasons to entice customers to join your email list
Why should someone give you their email address? You need to offer something valuable in return! A "lead magnet" is a free resource or incentive that encourages people to sign up. Ideas include:
An exclusive discount or coupon for their first purchase.
A free guide, checklist, or template related to your business.
Access to exclusive content, like a mini-course or video series.
Entry into a giveaway or contest.
Make sure your lead magnet is genuinely useful and relevant to your target audience.
3. Strategically place your opt-in forms
Now that you have something to offer, you need places for people to sign up! Here's where you'll collect email addresses:
Your Website: This is crucial.
Pop-up forms: These can be very effective, but make sure they're not too intrusive.
Embedded forms: Place them strategically on your homepage, blog posts, and contact page.
Dedicated landing page: Create a specific page focused solely on promoting your lead magnet and collecting emails.
Social Media:
Link to your lead magnet in your bio.
Share posts promoting your lead magnet.
In-store (if applicable): Use a tablet for sign-ups or offer a small incentive for signing up at the checkout.
At Events/Workshops: Have a sign-up sheet or QR code available.
4. Craft a welcome email
Once someone signs up, send them a welcome email immediately! This is your chance to:
Deliver your lead magnet.
Thank them for joining.
Introduce your brand and what they can expect from your emails.
Set expectations for email frequency.
Encourage them to connect on social media or visit your website again.
Keep it warm, friendly, and helpful.
What's next? Consistency and value
Building your list is just the beginning. The real magic happens when you consistently provide value to your subscribers. Send them:
Helpful tips and advice
Updates and news about your business
Exclusive offers and promotions
Behind-the-scenes content
Remember, it's about building a relationship, not just selling. Starting your email list might seem like another task on your already busy plate, but the long-term benefits for your small business are immense. By focusing on email list building for small business and providing value, you'll be well on your way to a thriving email marketing strategy! Happy emailing!
Looking for help with email marketing? Book a free consultation with MORE TO COME Business Services, an easy, affordable marketing agency for growing small businesses in Canada.
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