There are many elements of digital marketing that are often overlooked when planning campaigns, email marketing is one of them. But what exactly is email marketing in the context of digital marketing? In this blog, we will discuss everything you need to know about email marketing.
At its core, email marketing involves sending emails to prospects and customers. Effective email campaigns can convert prospects into buyers and turn one-time buyers into loyal, returning customers. Email marketing allows you to craft visually stunning newsletters, company updates and announcements by utilising advanced design tools and templates. You can include eye-catching graphics, vibrant colours, and engaging layouts that reflect your brand's personality. These visual elements make your emails more aesthetically pleasing and help communicate your message more effectively.
Despite the rise of social media and other messaging platforms, email remains one of the most effective ways to nurture leads and boost customer loyalty. Here's how email marketing serves small businesses in digital marketing:
- Direct Communication Channel - Email is a direct line to your customer’s personal space—their inbox. Unlike social media, where you compete with countless distractions, email allows a one-on-one conversation with your audience.
- Cost-Effective Tool - For small businesses, budget is often tight. Email marketing offers a high return on investment, allowing you to reach a large audience at a minimal cost compared to many other marketing channels.
- Highly Customisable - Segment your audience based on their behaviours, preferences, and previous interactions with your business. This allows for personalized communication, making your customers feel understood and valued.
Crafting your unique email marketing strategy requires a tailored approach. Consider your brand's strengths and the distinct products or services you offer. Reflect on your company’s core selling points and upcoming events. Identifying these elements allows you to curate content that resonates with your audience and aligns with your business goals. Effective strategy hinges on leveraging these insights to map out emails that engage, inform, and inspire action, ensuring your message isn’t merely heard but leaves a lasting mark.
1. Build Your List Organically - Gather email subscribers through sign-ups on your website, social media channels, or in-person events. Remember, quality over quantity reigns supreme.
2. Engage with Purpose - Every email should add value, either through insightful content, an irresistible offer, or simply making your subscribers feel special.
3. Opt for Mobile Optimisation - The majority of emails are now read on mobile devices, so ensure your emails look good on small screens.
4. Analyse and Adapt - Use analytics to track open rates, click-through rates, and conversions. Test different elements (like subject lines and email content) to see what works best with your audience.
Respect for privacy and compliance with laws such as GDPR and the CAN-SPAM Act are crucial. Always give recipients the right to opt out and ensure your email practices are transparent.
For small businesses, mastering email marketing can unlock new potential in reaching and engaging customers. It serves as a promotional and relationship-building tool in your digital marketing strategy.
Feeling overwhelmed or curious to learn more about how Smash Marketing can improve or start your email marketing strategy? Our team is here to guide you through the process and answer any questions you may have. Reach out to us at 01603 343640 or drop us an email at
On Thursday 17th January I was honoured to be invited to speak at the Start Up & Grow event held at the Butcher's Bhoy for their regular networking event.
The following is a summary of the topics I covered, including my top 5 SEO tips for start-ups.
What's SEO?
SEO stands for Search Engine Optimisation, which pretty much means getting your website found in search.c
Why should I bother with SEO?
A recent report detailed that positions 1-5 got 67% of the clicks.... So you get it, we've got to get you moving up the rankings.
What can you do yourself?
I could speak to you all day about SEO! but I'd only been given 5 minutes.
Here are my 5 top tips.
1. Get analytics set up
If you haven't already done this do it now! You can't know if your site is working if you don't monitor its performance. Look at the stats each month. Have a good dig around and see what you can learn about your audience. Things like:
- What platform they are looking on.
- Where they are located.
- Their gender.
- Age.
- Tons more "take a look“ you can't break it.
2. Get your content right
... from a copy perspective
- Write for people - not search engines.
- But... know what people are looking for and ensure that your copy contains some of those keywords.
- Google has a free keyword planner tool - part of AdWords.
- You'll be surprised what you think people are typing in. And what they ACTUALLY key in.
- You can show UK wide results or narrow it down to regions including Norwich or Norfolk.
- Collate a list of all the key phrases that fit your services and use them to help you write copy, but make sure it flows.
...from an image perspective
- Save your images down to be 72dpi at 100%.
- One of the biggest ranking factors is load speed - make sure you don't slow it down with hi res images.
- Save the images using keywords and add alt descriptions.
... from a video Perspective
Save videos to YouTube first and paste in an embed code to show the videos on your site. These are generated in your YouTube account, once again this is to make sure we don't slow the site down.
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3. Meta Data
All websites have got the amazing ability to add big flashing signs to google saying THIS IS WHAT MY PAGE IS ABOUT. All too frequently, these opportunities are missed.
These elements are:
- Page title (also known as a title tag or meta tag) - 50-60 characters long
- Meta Descriptions - 160 character
- H1 - only have 1 H1 per page.
Get these consistent for each page, you'll most likely see an increase in your rankings.
By the way if you have a 1 page website, with multiple services or products - I recommend that you change it to multiple pages ... or else it will be difficult to rank.
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4. Create links to your website
Google uses links to your website as a measurement of trust for your website and ranks heavily on it.
How can you create backlinks?
- Easy links - Directories - like Google My Business These give links and citation. Simply Google 'SEO Directories' and there are lists of them.
- Supplier testimonials. E.g. Our restaurant has been using Joe's Butchers for 3 years, they give great service and my customers love their sausages. Your name, Restaurant Name (links to your website). The supplier will usually be more than happy to display a glowing testimonial and you get your link.
- Write content and contact people to publish it for you. They don't have your technical knowledge to write the article and will be grateful for the new content in return for a link back to your website
- Digital Press releases - we've all used them for traditional media but can overlook sending them to websites. Don't forget to include a link back to your site.
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5. Drive Traffic through social media.
Find what engages your audience and entice them over to your website. E.g:
- news or blog teaser.
- Promotion.
- New product or service launch.
- YouTube is your best friend. Use it.
- Add share buttons to your content and add links to your footer or header and contact page.
What's the future for SEO?
2019 will see more voice search come in; watch this space.
If you'd like to know more, please call me on 07803 132650 or email me at rebecca@daybuildwebsites.co.uk
