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  • Writer's pictureCalla Norman

How to build an email marketing cadence for your small business

Email marketing is one of the most effective ways to get eyes on your business. Check out some of these tips to help you set up your email marketing strategy to grow your audience and build engagement! 

Marketing is about more than just advertising and social media - email is one of the best ways to engage your current customers and get them interested in your business’s offerings all year round. 

First, Build Your Content Pillars

Come up with several key themes that resonate with your business, your brand, and your customer base. This can be everything from product features, employee highlights, and topical tips and tricks. 

Make sure you’re aligned with your brand’s voice and values - people follow you for a reason, you don’t want to stray too much from their interests. Stay true to how you regularly present your business! 

Mix things up with different content formats like articles, videos, infographics, or curated lists to keep the emails engaging. For example, if you run a zero-waste store, you can share videos about tricks to reduce waste like making broth out of food scraps or creatively reusing plastic bottles. 

Keep up the Cadence with Consistency and Scheduling

Stay consistent! Establish a regular schedule for sending emails, whether it's weekly, bi-weekly, or monthly. Consistency helps maintain audience engagement. Sitting down once a month or so to brainstorm your content and schedule emails ahead of time can keep you consistent. 

Once a week is not too much!!! Don’t worry about overwhelming your audience. If they don’t want to hear from you, they’ll unsubscribe. We promise, you aren’t bugging anyone! 

Have a Clear Call-to-Action (CTA)

Tell your audience what they should do! Every email should have a clear Call-to-Action (CTA) guiding recipients on what to do next. Whether it's to visit a page, sign up, make a purchase, or engage in a specific action, make it evident.

Be sure that  the CTA stands out visually and is strategically placed within the email. Most email platforms allow you to create buttons, but a hyperlink will do just fine in a pinch! 

Use Fun Graphics!

Incorporate visually appealing elements like images, GIFs, or simple animations to complement the content and make the email visually engaging. Make sure these are consistent with your brand, though. If you’ve got a reputation as fun and laid back, by all means feel free to use memes or funny GIFs.

Make Sure to Monitor Your Email’s Length:

Keep emails concise and to the point. Highlight key information and avoid overwhelming recipients with too much content. People probably won’t read a super long paragraph-heavy newsletter, as hard as you’ve worked on it. 

Break down content into bite-sized sections or bullet points for easier readability.

Starting to get it? Level up your emails! 

Whenever possible, personalize the emails by addressing subscribers by their names or offering content tailored to their preferences. Email platforms like Hubspot or ActiveCampaign make this super easy. 

Ensure emails are mobile-responsive for easy viewing on various devices. Always test the mobile layout, because it’s sure to be different than what you expect. 

Check out what works, and what doesn't! Regularly analyze email performance, conduct A/B testing for different elements (subject lines, CTAs, content types), and refine strategies based on data insights.

Having a strong email newsletter following can help grow your business in many ways

Whether it’s telling your community about a new sale or product, or using it to find community investors for your new Honeycomb Credit investment offering, your newsletter can be an excellent tool for growth. Learn more about Honeycomb by filling out the form below! 


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