This is the second Busy Business Owner's Guide by Kingsford Consulting. In this Guide, we look at how to set up email marketing for your business in 5 easy steps.

1. The Busy Business Owner’s Guide
to Email Marketing
Kingsford Consulting / The SMBA Program

2. Don’t have a mailing list? You’re
missing out.
➢ For every $1 invested in email marketing,
there’s an average $44.25 return. That’s an ROI
of 4425%.
➢ In 2012, email advertising revenue reached
$156 million in the United States… and it’s still
growing!
!
➢ 44% of people receiving emails made at least
one purchase based on promotional email.

3. “But it’s sooo much
work!” False.

4. Trust us, it’s easy.
Just follow these:
5 Steps and tips to developing your email marketing
activities. But #1, you’re doing anyway… right?!!
!
!
1. Content!!
2. Sign up and set up!
3. Keep your audience in mind!
4. Shine through!
5. Increase your reach

5. #1 – Collect that juicy content
As part of your overall business activity, you’re already
gathering content (if you aren’t, we can help with that). For
email marketing, you just have to plan it.!
!
➢ Have a look at all your content so far. This could be White
Papers, Blog Posts, Special Offers, Infographics, etc. !
!
➢ On a calendar, mark down when you can broadcast these
items. More on this here. !
!
➢ Look to the future. Build into that calendar the new content
you plan to produce. It’ll force you to get it done on time.

6. #2 – Sign up and set up
Email marketing management systems are a must. Even for the smallest
of lists, you’re not going to want to individually email everyone your
upcoming promotions or awesome new content. !
!
They enable you to:!
!
➢ Schedule content. You can plan ahead. Stay ahead. Save time.!
!
➢ Autorespond. Depending on your business, autoresponding let’s you
schedule specific emails based on a contact’s actions. Example: A
welcome email when they subscribe.!
!
➢ Manage your contacts. All in one nice, convenient place. !
!
➢ Analyze. Know what content is being clicked on, and what’s not. Know
who even opened the email, and who unsubscribed. Whoever is
reading all your emails might be a good place to start making sales
calls.

7. There are a lot of email
management systems out there.
We use Constant Contact, but each
system has pros and cons
depending on your needs.!
!
Hey – try these! !
Click the pic to explore and learn more.!
They all have free-trials or free
versions for you to test out &
find your best fit.
#2 – Sign up and set up

8. #3 – Keep it relevant
Email marketing comes in a few different forms, and depending on your
business you’ll want one (or a combo) that fits your activities and
audience best.
SOME EXAMPLES !
!
1. This week’s best blogs!
2. New e-book announcement!
3. 75% off everything! What a steal!
SOME TIPS !
!
1. Bring value to the lives of your
audience. !
2. Spam sucks, and it doesn’t help
you. Don’t do it. Just don’t.

9. #4 – Personality
Authentic subject lines that show your
personality are 22% more likely to be opened!! !
!
!
!
Show that personality of yours. Or rather, your business’ personality.!
!
➢ Let your audience get to know your company and your brand. !
!
➢ Let them feel like they’re hearing from people, not a machine.!
!
➢ Your personality should shine through in your content and in your
emails. !
!
➢ It should be consistent. Otherwise, it’ll be confusing.

10. #5 – Build that list
You want people to listen to what you’re saying. You want to reach as
many people as possible. Sorry – correction: You want to reach as many
of the right people as possible. !
!
Which means: Don’t buy email lists.
There are plenty of ways to build your list, including sharing your emails
on social media, encouraging your audience to forward the emails, and
adding a subscription form popup plug-in on your web page. !
!
!
These apps let your subscription form to pop
up RIGHT in the knick of time (they have exit
intelligence – oooooh ahhhh):

11. #5 – Build that list
Sit back and watch the people roll in.
But don’t watch too long. !
They’ll leave if you stop offering
them cool stuff. !
!
And remember, SPAM = BAD.

12. Digital marketing isn’t the only way to
chase leads and seal the deal. Keep an
eye out for our upcoming
The Busy Business Owner’s Guide
to an Effective Sales Package
In 5 steps or less, of course.

13. There’s 18 years of small business
knowledge in our brains. We share a lot
of it on social media. Follow us:
Or visit us online.

14. Want more great info?
Sign up for our monthly Newsletter
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15. While you’re at it, have a look
at the MBA that every small
business owner should know
about. Curious?