Email marketing isn’t just about hitting “send” on pretty emails — it’s about building trust, providing value, and staying consistent.
I know what you’re thinking.
“Okay sure, but there are a billion moving parts to this.”
True, but in the spirit of keeping it simple, let’s start with the basics. Here’s what you need to get started and stay consistent. The fancy details can come later, my friend.
CONSISTENCY
I will forever and always preach the sermon of consistency when it comes to email marketing for small business owners.
“I sent newsletters for a month and it didn’t revolutionize my business!”
… Correct. Email marketing is a long game, and if you’re expecting immediate results, you’re going to be quickly discouraged. That’s where the consistency comes in, and it’s not just about how often you send newsletters either. Let’s chat ⤵️
- Branding: Imagine if a big brand’s emails looked wildly different every time they popped into your inbox? Wouldn’t that come off as unprofessional, unpolished, and confusing? The same rule applies to small businesses, too. Consistency in the use of your branding elements matters, so get into that habit of applying your fonts, colors, and brand elements in the same manner each time you press send on a newsletter.
- Frequency: Your audience will grow to expect your emails (if you stick with it!), so choose a schedule that is predictable for them and palatable for you. My opinion? Short, weekly emails are best for staying top of mind in a busy inbox.
- Tone: If you show up with a super buttoned up tone one week, followed by an emoji-laden, gif-heavy newsletter the next… it’s bound to be confusing. Keep your tone and writing style similar from week to week so you don’t give your audience a case of “who is this?” whiplash.
→ Stuck on consistency? The DIY can help!
The best way to follow those rules above is to get into a “batching” routine so that your newsletters are queued up and ready to go a few weeks at a time!
A PRIVACY POLICY
Okay, I’m not a lawyer—and don’t fall asleep on me, I know this stuff is boring—but if you’re collecting data from website visitors (and yes, this includes an intake form!), then you need a Privacy Policy.
In terms of email marketing, you’re obviously using opt-in forms and such on your website to collect emails. In this case, a privacy policy isn’t just a nice-to-have — it’s a legal requirement in many countries (hello, GDPR and CAN-SPAM compliance!). It shows your audience that you respect their personal data and gives them confidence in signing up for your list.
Your Privacy Policy should include:
- How a subscriber’s data will be stored and used
- A statement regarding the selling or misuse of that information
- Instructions on how they can unsubscribe or access their data
→ Grab a Privacy Policy here for 10% off!
Your Privacy Policy should be clearly linked on your website!
A ROCK SOLID LEAD MAGNET
I have an entire blog post on this, but here’s the simplified version.
Without a reason to subscribe, most people will not simply hand over their email address. They’ll want something in exchange for that information, and that something is a lead magnet.
This freebie should provide value, give subscribers a taste of what you offer, and/or provide a solution to a problem or question they may have.
Need some simple examples? Quizzes, checklists, or Canva guides are great. But if you want some more creative ideas…
Once you’ve created your freebie, you’ll need to create an opt-in form, otherwise known as the door through which your new subscribers enter to get that pretty little freebie you’ve created.
OPT-IN FORMS THAT CONVERT
Your opt-in form is where the magic happens — it’s how you turn website visitors into subscribers. These don’t need to be fancy, but they do need to have a clearly marked space for someone to enter their email address and click on Subscribe. Flodesk makes opt-in form creation a cinch.
All opt-in forms are not created equal, so skim these tips before you run off to create yours ⤵️
- Clear Headline: Don’t beat around the bush here! Make it clear. What are they getting by handing over their email address? Why should they care? What’s the value?
- Minimal Fields: You don’t need all of their information. At minimum, first name and email address is perfect. Asking for a ton of info on an opt-in form will have people clicking away.
- On Brand Design: Ope! There it is again. That reminder that your branding does matter, even here on a simple opt-in form!
Nobody will be able to find your beautifully branded opt-in forms if you don’t share them, so be sure to link and/or embed them on your website, your social media bio, your email signature line, and anywhere else your audience may find them!
AN AUTOMATED NURTURE SEQUENCE
Okay, so you’ve got it all: lead magnet, opt-in forms, subscribers subscribing.
Now what?
Once someone subscribes, it’s rude to just leave them hanging around on your list, waiting for your next newsletter to hit their inbox. You need something to bridge that gap between them subscribing and when they get that next newsletter.
And that something is your nurture sequence. Here’s what to include ⤵️
- Freebie Delivery Email: This one is obvious, but if they subscribed to get a freebie, make sure it’s delivered!
- Welcome/Introduction Email: You don’t need to share your entire life story here, but you should introduce yourself, your business, and thank them for joining your list.
- Show Off A Bit: Who do you serve? What do you do best? What have past clients said about working with you? These are all great bits to include in your nurture sequence along the way.
- Share Some More Goodies: Yes, they signed up for a freebie, but if you have something else you want to share (like your favorite Spotify “reminds me of Italy” playlist or a roundup of your favorite travel books), you could include something like this in your nurture sequence!
- A Call To Action: Toward the end of your automated email series, share a bit more about how you work, your planning process, and your services. Invite your new subscribers to hit reply and ask questions, or book a complimentary consult call with you. Otherwise, let them know what to expect from being on your list (Weekly newsletters? Funny stories? BTS peeks of itineraries?).
Don’t forget! These automated emails are meant to be evergreen, so don’t build them around a certain theme, time of year, or information that will quickly become outdated!
STRESSED ABOUT ALL OF THIS?
→ Six Weeks To Send will literally walk you through all of this!
👋 Hey, quick note: Sometimes I include affiliate links in my blogs – ya know, because paying my bills is cool and I also have a gardening problem. But also because I wholeheartedly love the platforms and resources I use in my business and I want you to use them too. So here’s a legal head’s up that you may occasionally click through on a link I’ve shared and that means I make a few bucks on affiliate commission. Thank you for supporting Moxie and Fourth – and my startling flower seed collection.
