While marketing platforms like TikTok and Threads offer exciting new opportunities to small businesses, don’t ignore tried-and-true tactics like email marketing.
By providing a direct line to customers, email marketing remains a great way to promote your small business online — the average ROI for every $1 spent on email marketing is $40.1
That said, one of the most important steps in any effective email marketing campaign is to build and grow your email list. A well-maintained email list lets you personalize content to subscribers, foster loyal relationships beyond purchases, and reduce marketing costs otherwise spent on pricey ads.
Read on to learn more about email lists and how email marketing improves customer engagement.
Without taking the time to build your subscriber base with targeted, engaged customers, even the most creatively designed emails promising compelling content will fall flat. And given that more than 306 billion emails are sent and received daily, you'll need to get strategic and creative to encourage people to opt into your marketing emails.2
Use these tactics to help build an email list:
But before you start building your email subscriber list, make sure to take the time to:
With people spending more time online, having a robust digital footprint across owned media properties like websites and social platforms can prepare your business for online sales.
Here are some digital tactics that can scale email marketing for small businesses, including building awareness, driving traffic, connecting with customers, and ultimately growing your email list:
Though digital tactics are essential, small businesses shouldn't overlook in-person touchpoints and in-store visits as opportunities to expand their email lists. After all, face-to-face interactions can help build trust and familiarity with potential subscribers in a way that digital channels often cannot.
Some ideas to consider include:
When growing your subscriber base, you must comply with all email compliance regulations. Being overly aggressive with tactics or ignoring opt-out preferences can backfire, ultimately reducing your list size and harming deliverability.
Here are some common email marketing mistakes to avoid:
As your email list expands, make sure to implement these email marketing best practices designed to keep subscribers engaged:
Now that you’re familiar with email list benefits, you’re one step closer to unlocking high conversion rates and meaningful connections built on trust and familiarity.
Once you have a solid email list, consider managing it with a point-of-sale solution that lets you sync customer data to see sales, inventory, and more insights in real time and all in one place.
Learn more about promoting your business online.
In partnership with three expert business owners, the PayPal Bootcamp includes practical checklists and a short video loaded with tips to help take your business to the next level.
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