3 Email Marketing Basics for Small Businesses

Execution is nothing without strategy. It’s important to get the basics of email marketing strategy down before diving right into sending your first campaign.

Some of those strategies are:

  1. Begin with the end in mind.

Why even write and send the email in the first place? “To sell my product/service, duh!”

Well, yeah, sure, but your email can’t just be “buy this, thanks.”

Think of an email as a speed dating exercise. If you were trying to get a girl to go on a date with you, you wouldn’t just approach her and just say “You. Me. Date. Tomorrow.”

Or maybe you would. But unless you’re Leonardo DiCaprio, you probably won’t find much success in this approach.

Of course, the end goal is getting a date. But how you get there makes all the difference.

People have limited attention spans in today’s day and age. Think of how many emails you receive on a daily basis.

What made you open the ones you opened?

What made you NOT open the ones you still have unread?

Beginning with the end in mind means thinking of email like a conversation. Which leads to point #2.

  1. Don’t do all the talking

The more you know about your list(s), the more you will get out of your email marketing.

This may sound like common sense, but don’t overlook this step.

Collect as much data as you (legally) can from your audience -- their likes, dislikes, pain points, etc.

Ask them to reply to your emails to give you more feedback, and update their preferences as they provide that feedback to you.

  1. Automate, automate, automate.

Picture this: You just hired someone to work for you.

They don’t take days off.

They don’t complain.

They know your products/services inside and out.

These are some of the powerful things that automation can do for you. Freeing up time for you to focus on high-level aspects of your business.

Keep in mind, this isn’t just 1 automated email and done. There are different types of automations you can use for your emails depending on where in the customer journey your subscriber is:

  • Unaware of your product/service: Tell your story
  • Problem Aware: Stress how painful it is and hint how you can solve the problem
  • Solution Aware: Show proof that you have the solution, testimonials
  • Most aware of you: Give a special offer

This can be anywhere from 3-5 emails that you set up once and work for you while you’re out suntanning (unless you’re a redhead who burns like a lobster like myself).

So where do we go from here?

Well, I’m glad you asked.

You can:

  1. Take my advice and write your email campaigns using these strategies I’ve outlined for you


Focus on the high-level aspects of running your business and hire someone (hint: It’s me) to write your email campaigns for you.

If your email marketing platform has automation capabilities, I can help you map out your sequences too.

Interested in working together?

If so, here’s what I need from you:

Details about your offering, past emails, and about an hour of your time.

In return, you’ll get:

Well-thought out email campaigns you can use forever in your email marketing platform to sell for you while you focus on running your business.

Need help with other email marketing tasks such as proofreading, list-building, and audits of existing campaigns? I can help with those too.

Ready to get started? Schedule a free consultation.


What email marketing platforms do you specialize in?

While my services are mainly writing and some design, I am extremely proficient in all things Dotdigital - Automation, Landing Pages, Segments, etc. However, I will do my best to work with you in whatever platform you work in.

How much do you charge to write emails?

It depends on your requirements. I bill on a per-email flat fee basis instead of an hourly rate.

Am I able to request revisions?

Yes, 2 rounds of revisions per email. Anything more than that may result in additional charges.

What industries do you primarily write for?

I have a wide variety of experience marketing in several industries including retail, non-profit, publishing, finance, and law. If you’re unsure, contact me beforehand and we can see if we’re a good fit for what you need.

Do you guarantee results from your email campaigns?

Anyone who guarantees results is lying to you. However, I will do everything I can to help you see email success. Your offering and relationship with your audience will be crucial in your email success as well. My services are designed to help free up your time and take your audience on a journey to your end goals.

Can I use the emails you provide for me forever?

YES, though you should absolutely be constantly monitoring the success of your ongoing email campaigns. This is one of my favorite things about email marketing -- write an email once and use it to sell forever.

Any other questions? Email me: jimmy@redheadmg.com

Or if you’re ready to get started schedule a consultation below:


See you soon!


Written by

Jimmy Mallinson

Jimmy is the owner of Redhead Marketing Group Inc.

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