I’ve got this a lot from small business owners. They have asked, “We are small companies, and we don’t have a large budget. We wanted to make our products known. How can we do this in a cost effective way?”

First, you guys are not alone. There are many entrepreneurs in the world who are starting out. Once you have signed up for an email campaign application, resist the temptation of sending test emails without thinking about what goes on in your email campaigns.

Chances are, as small/mid-sized business owners, you have a good amount of content on your website, but not comparable to larger companies. What you can do in the very short run is to determine your product offerings, featured promos and create a value proposition that is distinct from your competitors.

On average, email marketing is more cost effective than ad spending on social media such as Twitter, Instagram, Linkedin and Facebook. What’s easier for email marketing is you can test the click through rate and engagement and execute the campaigns with a modest budget. On the other hand, with social media marketing, you are asked to put a bid and eventually will incur a higher bill than email campaigns. Think about emails as something personal, something that lands into your prospects’ inboxes.

A good email campaign can bring in x6 times more the revenue than an ad banner. This is the case because in general your subscribers are the ones who have opted-in to hear about your company news and offerings. In contrast, generic visitors who have come across your ads may not be a suitable target audience for your offerings. Naturally, ads are pushed to viewers and they may not be inclined to buy. When you launch good email campaigns, your subscribers will appreciate personalized messages tailored to their preferences. This results in higher CTR (click through rates).

3 steps to launch your email campaign: 

1.Use web analytics to track your visitors. Analyze individual visitors’ behavior¬† to understand their implied preferences. For example, with Google analytics, you can see what pages are the most popular and the country of origin of the visitors.

2.Build your email campaign based on the most popular content and create the campaign logic related to visitors’ behavior (for example: visitor submitted info on request form, clicked on products)

3. Once you have subscribers, start sending your emails on a month-to-month or weekly basis.