Email marketing is one of the most effective ways to communicate with customers who are already familiar with your business. Building your email list should be an important part of your marketing strategy followed by sending consistent emails. You can use emails to communicate with your whole audience, whether they are customers or followers or even old customers. You can send; - newsletters
- personalised messages (birthday, special events)
- offers
- news
- business updates
Together, these emails can help you to build that all-important relationship with your followers. But, you should consider your email content and frequency carefully - you don't want to spam your audience. Follow these tips to get started with your email marketing. 
Personalise emails
Personalisation is incredibly important. Whether it's a newsletter or something more personal, you should include the customer’s name in the subject line and/or the opening of the email. This simple act helps to create a more personal connection. Tip: Make sure your database is up to date, before you start sending out bulk emails, you should check your data. Personalisation will come from the data you have input. To avoid gaps and mistakes you should ensure the basic data is complete (first name, last name, business and anything that you might use to personalise an email) Choose the right subject line
Firstly, your subject line should reflect the content within the email. Secondly, it should be short, snappy and to the point. You want your readers to actually open the email so make sure the subject line is something that will interest them. Tip: You can test out a few different subject lines before you settle on one. Use A/B testing to see which ones perform better with your audience. Choose the right from name
When you are sending out bulk emails, you can select who the email will come from. You have two main options here, your brand name or an individual from within your business. Using your brand name will ensure your emails are instantly recognised - your communication stays consistent. However, using the name of an individual within your organisation can help with relationships. The from name you choose will depend on a couple of factors. - Is your audience familiar with people in your organisation?
- Do you have a high turnover of staff?
Share good news
People engage with people and as the owner of a small to medium-sized business, you can afford to get to know your customers and wider audience a little better. Larger businesses give the impression of getting to know their clients by sending emails that contain good news, birthday messages etc. You can do this too. Sharing good news updates about your business with your audience will help them to feel connected. But you don't just have to stop there. You can send your audience personalised emails around their birthday or other important dates - this will be based on the information you collect when they join your database. Segment your email list
Your audience doesn't want to read emails that are not relevant to them. This is where segmenting your email list comes in. By grouping your contacts into different lists, you can send them targeted emails based on their interests and needs. For example, you might have a list for customers and a list for your followers and wider audience. You can then send specific content that is relevant to your audience and different content to others. Email marketing is still a great way to communicate with your audience and if you are willing to collect the data, it can be a great way to nurture a great relationship. So if you are not already emailing to your client list, now is the time to get started. Do you want to know more about how to use your website to the very best of its ability?
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