Top Tips for Crafting Quality Emails on a Budget
For many small business owners, the money they invest in marketing must provide a significant ROI to make it worth the risk. Certainly, all businesses want to see a high return on their investments, but for smaller businesses, money is rarely available to burn on a campaign that…well…crashes and burns.
And that is what makes email marketing such a great investment. Sure, it may seem old-school to the TikTok obsessed Gen Z generation, but research indicates email is still one of the top means of reaching customers. According to a study conducted by OptinMonster in 2020, a whopping 99% of email users check their inbox every day. And, considering emails generate $42 for every $1 spent, business owners are hard pressed to find a more lucrative method of marketing.
For business owners wondering if it is possible to create well-branded, professional looking emails on a budget, the answer is a resounding yes. Today we’ll look at how to create quality emails while on a budget and offer up examples of emails you can start sending out today.
What do you want to say?
You may assume those visually appealing emails that find their way into your inbox require hours of labor to craft….not so!
There are plenty of user-friendly templates available that can help you create professional emails that catch the eye and attention of readers, but before you start drafting it is important to know what you’re going to say.
Some business owners mistakenly assume that, when it comes to emails, quantity should take precedence over quality, a mistake that can cause subscribers to jump ship at an alarming rate.
Before you send out an email, ask yourself what you’re trying to say. What is the purpose of the email? What goal are you trying to achieve (and “making money” isn’t always the answer. Perhaps you’re looking to improve your open or click-through rate)?
Use free email software (or budget for a low-cost option)
You aren’t going to want to spend the time crafting emails from scratch. Mailchimp is highly rated by many budget-conscious business owners thanks to their free version of service. It’s perfect for small businesses with a low number of subscribers—the platform allows you to send up to 12,000 emails each month to a maximum of 2,000 subscribers.
The free version comes with an impressive list of email templates, allowing you to drag and drop your information directly into the template and quickly create professional looking emails. They also have great customer service, even with the free version. If you decide you want to upgrade your account to get a few more bells and whistles, paid versions are available for as little as $10 per month.
If you’re going to be sending out more than a monthly newsletter, you may want to consider investing in a subscription to an automated platform. Doing so lets you send the right email to the right subscriber and create automated workflows that will follow up with customers without you having to lift a finger. For example, when a new subscriber signs up for your emails, your workflow will automatically send them a personalized welcome email and follow that up in a few days with an email containing valuable information (exclusive discount codes, links to relevant blog posts, industry insider tips and tricks, etc.).
Examples Budget-Friendly Emails
Newsletters are a great starting point when learning how to send out emails. Most people only expect a newsletter monthly, which can take some of the pressure off as you learn how to build professional looking emails.
Newsletters often include an image and attention-grabbing headline followed by segments of information in easily digestible chunks. A brief update on your company is standard, as are 1-2 calls to action. You may want to encourage readers to visit the blog page on your website or sign up for text message alerts.
At the end of the day, a newsletter should be service focused, offering valuable content to your subscribers rather than trying to sell them something.
Once again, welcome emails are a great way to get started sending emails without all the pressure—after all, they only go out to a small segment of your subscribers…those who are brand new.
Welcome emails tend to enjoy high open rates, so take the opportunity to make your business shine in front of new subscribers. Create an email that showcases your brand and introduces your business’ personality. You may want to include a link to the “About Us” page on your website or to a blog post highlighting your guiding principles in business.
This is also a great time to explain to new subscribers how your products and/or services can help fill a need in their life.
At some point, you’ll want to share emails promoting your goods and/or services, and promotional emails do exactly that.
Use them to offer subscribers exclusive discounts or promotions. Give them early access to purchase your newest items. Offer them a free sample if they encourage a friend to sign up for your emails.
While the purpose of promotional emails is to generate sales, it’s important to include information that adds value to the subscriber’s life as well. For example, if your email is offering a coupon code for your newest product, include a link to a blog post highlighting 5 ways that product makes life easier for those who purchase.
Email is one of the most effective marketing tools available to small business owners on a budget. With a little practice, you can craft high-quality, well-branded emails that will increase your number of subscribers…and turn current subscribers into customers.
Thanks for reading,
Digital Canteen Team