The best marketing email examples for small businesses

Top marketing email examples for your business

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Email marketing is a powerful way for you to communicate with potential customers, and persuade them to buy from your small business. People on your email list have already signed up to get more information from you, and now you’ve got their details saved with thebest CRM software.

So how do you capitalize on that interest and turn them into paying customers? It’s a delicate process. You need to balance your email marketing strategy with the right campaigns and messaging, so you can keep people engaged. We can help.

In this article, we’ll explore some proven marketing email examples and techniques that you can use to drive leads through your marketing funnel, and get them to buy. You’ll be able to create strong email campaigns, understand the types of emails you need to send, hone your messaging, and discover the best marketing tools and software to reach your goals.

Let’s get into it.

Understanding the context for your email marketing

Before we get into the specifics, it’s helpful to understand how email fits into your overall marketing strategies and campaigns. We recommend reading through our previous guides, as they’ll provide useful context and understanding.

Email marketing is a great addition to your other marketing channels, like ads andorganic marketing. Start with a grounding inmarketing 101, and learn what those other channels are. Next, it’s helpful to create some overallmarketing strategies, as they will inform your email marketing approach.

Marketing funnelsare a critical part of connecting with potential customers and persuading them to buy, and we outlined how to do that witheach of the main marketing channels. Email is very much a mid- and bottom-of-funnel marketing channel.

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Here, we’ll assume you already have techniques for getting people to sign up to your email list, through lead magnets, incentives, and other means.

Email marketing campaigns and examples

An email marketing campaign brings together several factors so that you can communicate to the right people in the right way at the right time. Here are some of the areas you’ll want to cover, together with some examples.

Define the purpose of your email marketing campaign

Each email marketing campaign should have a distinct purpose, normally based on what you want the campaign to achieve. This purpose should be closely aligned with your overall business goals and marketing strategies. One email campaign can serve multiple purposes, but be careful not to try to do too much with each campaign.

Examples of email marketing campaign purposes

Decide what success looks like and track your email metrics

Once you have a campaign purpose in place, you can define how you’ll measure its success. You can use this information to set baselines and make improvements to optimize your campaigns further.

Examples of email metrics

Email automation software will help you track all of these factors, and can be integrated into your website analytics to track areas like conversion and revenue.

Understand who your audience is and the right approach and tone of voice

You need to identify your audience so that you can communicate with them in the right way. This involves analyzing who you’re trying to appeal to and creating marketing personas. Then, you can choose an approach for your email messaging that communicates with your audience in an engaging way.

As you’re considering the right approach, try and put yourself in the mind of your reader. Think about what would most appeal to them. Look at the previous and future email messages they’ll receive, and choose the style of email to complement the overall campaign.

Examples of email approaches and styles

Create an email campaign schedule for the messages you will send

Most email campaigns are known as “drip” campaigns, because they send out messages over time. This drip-feed of information keeps you front-of-mind with your readers, and lets you build on previous messages, branding, and goodwill.

This means you should schedule the messages you want to send, at an appropriate frequency for your audience. You’ll want to vary the content so that you’re not over-emphasizing any one particular thing, but you’re still supporting your overall campaign goals.

Think about the right combination and timing of your emails to drive readers toward your desired actions, and set the schedule accordingly.

Write the specific email messages you will send to your audience

Finally, you’ll want to create your email messages, which we’ll cover in detail below.

Email marketing messages and examples

Your email messages are at the heart of a successful campaign. There are dozens of different approaches you can use to optimize your messages, and we’ve listed some of the more common examples below.

Example email approaches to create emotion

Example email approaches to drive recognition

Example email approaches to build trust

Example email approaches to drive sales

Example email approaches to optimize all messages

Once you’ve developed your campaign, experimented with your messaging approaches, and written your messages, it’s time to automate your email marketing.

The best software and tools for automating your email marketing

Automating your marketingwill save you enormous amounts of time, allow you to schedule your campaigns and messages, and track responses and metrics. Marketing automation will workalongside your CRM softwareto manage all of your marketing campaigns, via email and other channels.

Our picks of thebest software for email marketingand automation include:

All of these tools provide lots of great email templates and examples to help you create the perfect marketing messages and campaigns.

We hope this guide provides you with some helpful techniques and inspiration to connect with your email lists, engage with leads, and drive sales.

Further reading on marketing

If you’re looking to find out more about marketing, specifically how to automate functions between businesses or generally, take a look at our explainers, which answer the following questions:what is digital marketing;what is marketing automation; andwhat is B2B marketing automation.

Paul is a professional writer who creates extensively researched, expert, in-depth guides across business, finance, and technology. He loves the challenge of taking complex subjects and breaking them down so they are easy to understand. He can quote ‘The Princess Bride’ in its entirety and believes the secret to good writing is Earl Grey tea.

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