Regularly publishing valuable content on your small business’s blog is great for improving your website’s search engine rankings, connecting with your customers, and generating leads.

Conducting email marketing, in turn, is essential for driving traffic and keeping your audience hooked to your blog.

Let’s take a look at how you can promote your small business’s blog via email marketing:

Build a quality mailing list

The first step to effective email marketing is organically building a targeted email list. This will consist of people who have shown interest in your business’s blog and offerings, so they will be likely to subscribe to your emails.

Here are some ways you can get people to sign up for your email list:

• Including sign-up forms in your blog posts.
• An option to opt-in for emails and newsletters from you during the checkout process on your website.
• Pop-ups on your website that encourage visitors to sign up for your mailing list
• Social media content with links to a sign-up form for your mailing list

Communicate the value people will receive from subscribing to your mailing list. This includes being notified about new information blog posts (such as industry news, trends, use cases for your products, etc.) as well as incentives like subscriber exclusive discounts and early access to sales.

Segment your mailing list

Segment your email list based on the interests of different demographics of your subscribers. Use Google Analytics data to determine the past interactions of these groups with your emails, blogs, or web pages.  

Then you can send targeted content to specific segments for better engagement.

Design readable emails

The majority of the recipients will just skim through your emails. Hence, you should keep your emails concise, use headings and subheadings, and highlight key points.

This will ensure that people can take away useful information from your emails even if they don’t read them completely.

Make sure to incorporate compelling visuals- images, videos, GIFs, infographics, and animations- in your emails to break up the written content and efficiently deliver information.

Include enough white space around different email elements – images, headings, paragraphs, and CTA buttons. This way your emails will not look overwhelming and wordy, inviting readers to engage with them.

Include CTAs

Guide people to take relevant action with the information given in your emails by incorporating calls-to-action or CTAs. In your business blog’s emails, you can choose any of the following:

• Reading new or similar blog posts
• Visiting your website or landing pages
• Leaving feedback on a blog post

Your CTAs should be clear, convincing (people should find value in clicking on them), and prominent so your audience is prompted to follow them.

Stay on-brand

Your subscribers should be able to easily recognize an email sent by you. If your business offers quality products, and your blog provides useful content, the recipients of your emails will be very keen on reading an email if they can identify it as yours.

 

Stay on-brand with your emails by incorporating these elements:

• The tone and voice used in other content (e.g., blog and social media).
• The colors and fonts used in other marketing materials.
• Your brand’s logo
• A link to your website
• Links to your social media accounts

Consistent branding in your emails increases engagement and builds customer trust.

Use responsive design

People can open emails on laptops, tablets, and mobiles. Considering this, you should design auto-responsive emails. These emails change the format to fit the screen they are viewed on, making it more convenient to read them.

With PosterMyWall, you can easily design auto-responsive emails for your blog. Browse through the blog email templates, select the ones that closely resonate with your blog’s design, and customize them to convey your message. Then you can send out these emails directly from PosterMyWall.

Conduct A/B testing

Experiment with different email designs through A/B testing to determine which resonates better with your subscribers.

Create two versions (A and B) of the same email with different elements such as CTA buttons, visuals, or subject lines, and send them to two different segments of your mailing list. The version that yields more engagement (higher open rates or better click-through rates) from the recipients, is the one you should send to the rest of the people on your mailing list.

Final thoughts

Behind every successful blog, there is a strong readership, which can in turn be acquired through email marketing. It keeps your target audience hooked to your blog by notifying them about new blogs and asking for their feedback.

By following the tips mentioned in this blog, you can successfully promote and maintain the audience base of your small business’s blog.