How to use email marketing to attract clients and make sales

What do small business owners really want to know about email marketing? It’s easy to assume what’s on people’s minds but not hit the mark. So when I was asked to host a Learn and Share session at Drive the Network, I decided to do it in question and answer format, rather than as a presentation. And I was glad I did because I was asked some excellent questions!

The questions I was asked included:

  • I’ve got a list of 400, one list, no segmentation. I’m emailing newsletters regularly. How can I take it to the next level and get more engagement?
  • Tell me more about deliverability …
  • How accessible are the automations in email platforms?
  • What should I put on a landing page?
  • How can I utilise a newsletter if I have an information based business – I don’t want to give away too much information.
  • How often should I send newsletters?
  • How on earth do you get people to open your newsletters and then to take action?
  • Do most people read newsletters on smart phones / tablets?
  • What metrics should we measure? What’s vanity and what’s sanity?
  • How often do you clean your data and what are the best ways to do this?

All the answers are in the write-up blog post on the Drive The Network website, below.

Much of the email marketing advice online is aimed at large companies with lists of many thousands subscribers, which is different for what’s needed for a small business with hundreds or several thousand subscribers. This is why it was so valuable to hear from small business owners themselves and for me to be able to answer their questions. Thanks very much to Ann Hawkins for condensing the one-hour online session into this really helpful post.

If you have a question for me, please feel free to drop me a message on my contact page. And if you’d like me to deliver a presentation, training or Q&A on email marketing for you, just let me know!

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