Instead, focus on organic list-building methods:

• Add a sign-up form to your website that offers something valuable in return, such as a discount code, free guide, or exclusive content
• Collect email addresses at physical locations or events using a tablet or sign-up sheet
• Create a lead magnet to solve a specific problem for your target audience
• Include an option to subscribe in your email signature

Remember, it's so much better to have a smaller engaged list of subscribers than a large list of uninterested contacts. Quality will always win over quantity when it comes to email marketing! 👌

2. Segment Your Audience for Personalised Communication 🎯

Once you've built your email list, the next step is to segment it based on relevant criteria.

Segmentation allows you to send more targeted, personalised messages that resonate with specific groups within your audience.

For a small service-based business in Essex, you might segment your list by:

• Location (e.g., Basildon, Chelmsford, Southend)
• Service interest (based on which pages they've visited on your website)
• Customer status (prospect, new customer, loyal customer)
• Engagement level (active vs inactive subscribers)

For example, Pete's Plumbing & Heating in Basildon might send different emails to:

1. New homeowners in the area who might need boiler servicing
2. Existing customers who haven't booked a service in over a year
3. Commercial property managers who require regular maintenance

By tailoring your message to each segment, you will see a more higher open rate, click-through rates, and conversions. 📈

3. Subject Lines Need Be Compelling To Get Opened ✉️

Your subject line is the gatekeeper to your email content. It doesn't matter how brilliant your email is, without a compelling subject line it won't make an impact if it doesn't get opened.

Here are some tips for creating subject lines that stand out in crowded inboxes:

• Keep it short and sweet (around 40-50 characters)
• Create a sense of urgency or curiosity
• Personalise when possible (using the recipient's name)
• Avoid spam trigger words like "free," "guarantee," or excessive punctuation
• Test out different approaches to see what your audience resonates with

For a local business, try including your location in the subject line to increase relevance. "New Drainage Solutions for Basildon Homeowners" will likely perform better than a generic "Our Services" subject line.

Remembering to deliver on the promise of your subject line in the email content – as clickbait might get opens initially, but it will over time erode trust. 🤝

4. Establish a Consistent Email Schedule 📅

Consistency is definitely key in email marketing. Whether it's weekly, fortnightly, or monthly - your subscribers should know when to expect communications from you.

A consistent schedule helps to:

• Keep your business top-of-mind
• Build anticipation for your content
• Establish trust and reliability
• Prevent subscriber fatigue or surprise

For most small businesses, a monthly newsletter supplemented with occasional promotional emails for special offers or events works well.

However, the right frequency depends on your specific audience and the value you can consistently provide.

Whatever schedule you choose, stick to it!

It's best to use an email marketing platform which will allow you to schedule your emails in advance so that when you have time, you can prepare your upcoming content in batches. 🕒

5. Measure, Analyse, and Optimise Your Results 📊

The best bit about email marketing is that it provides immediate, measurable feedback on your efforts. Take advantage of this by regularly reviewing your email performance metrics.

A/B testing is another powerful tool in your email marketing arsenal. Test one element at a time (subject line, send time, call-to-action placement) to identify what works best for your unique audience. 🧪

Wrapping Up

Email marketing remains one of the most cost-effective and direct ways you can communicate with your customers.

By building a quality list, segmenting your audience, applying compelling subject lines, using a consistent schedule, and continuously optimising based on results, you'll be able to create an email marketing strategy that drives real business results.

Remember, the goal isn't just to land in your subscribers' inboxes – it's to deliver value that keeps them looking forward to your next email. 💌

What email marketing strategies have worked best for your business? We'd love to hear about your experiences.