How to set up email marketing for small businesses UK - in 6 simple steps

Email marketing is a powerful, underrated tool for small businesses in the UK to connect with their audience, nurture them and increase their revenue. With an average return on investment of £35.41 for every £1 spent, email marketing has proven to be one of the most effective marketing channels for businesses of all sizes. In this post, we'll explore how small businesses in the UK can set up email marketing campaigns to engage with their customers and grow their business.

Step 1: Choose an email marketing platform.

The first step in setting up any email marketing campaigns or automation is to choose an email marketing platform, also known as an ESP (email service provider). There are so many email marketing platforms available it can become overwhelming; you may have heard of Mailchimp, Convertkit, Mailerlite and my personal favourite Klaviyo.

All of these platforms allow you to create and send emails, track email opens and clicks, and manage your email list. But of course, they each have their own little quirks.

When people ask me ‘which email marketing platform is best for my business?’ I will always say it depends. It depends on your needs, both now and your plans for the future, your budget, your time & resource.

However, most platforms offer a free trial or free plan under x amount of subscribers, so you can try out the platform before committing to a paid subscription. But make sure you have a look around before jumping on the first one.

Step 2: Build your email list.

The next step is to start to gather email subscribers. You’re going to need people to actually email, right? Your email list is made up of people who have given you permission to email them. Please make sure you have permission! As a small business in the UK it is your responsibility to understand and conform to GDPR & PECR (regulations) - see step 6 for more.

You build your email list by offering what I like to call a value exchange. Email addresses are personal data, so we have to give subscribers something in return for this data. This could look like a discount code, an incentive including exclusive offers, some sort of download (also known as a lead magnet) etc. You would then use sign-up forms on your website, social media channels, and at events to get your new subscribers details.

Step 3: Set up your welcome email sequence

Once you have collected your new subscribers data, it’s time to say thanks and welcome them to your list. And what better way to do that then to simply give them the thing you promised to when they signed up?

Simply send them the value exchange they signed up for and then consider extending your welcome sequence with other key messages spread across a few sequential emails.

Need help with creating a captivation & converting welcome sequence? Master your Welcome Sequence in a Week with this mini course that you can complete in just 2 hours.

Step 4: Create your email campaign

Now that you have your email list and have welcomed your subscribers, it's time to create your first email campaign. Each of your email campaigns should have a clear goal, such as promoting a new product or service, announcing a sale, or nurturing your audience in some way.

Your email should have a CTA (clear call-to-action) that encourages subscribers to take action, such as clicking a link or making a purchase. Keep your email design simple, with a clear message and a single call-to-action.

Step 5: Test and optimize your email campaign

Before sending your email campaign, it's important to test and optimise it. For example, test your email on different devices, such as desktop and mobile, to ensure it looks good and functions properly. Double check the links in your email go to the correct places and optimise where necessary.

Once you've sent your email campaign, analyse the results, and use this information to optimise future campaigns.

Step 6: Comply with GDPR regulations

As a small business in the UK, it's important to comply with GDPR regulations when sending emails. GDPR regulations require businesses to obtain explicit consent from subscribers before sending them emails. You should also provide subscribers with an option to unsubscribe from your emails at any time. Failure to comply with GDPR regulations can result in fines, so it's important to ensure you're following the rules.

You can find more information about these on the ICO website.

To sum up, email marketing is a super powerful tool for small businesses in the UK to connect with your audience and increase your revenue. By choosing an email marketing platform, building your email list, setting up your welcome email sequence, creating your email campaign, testing and optimising your email campaign, and complying with GDPR regulations, you can set up a successful email marketing campaign for your small business. With a little effort and creativity, email marketing can help your small business grow and thrive.

Looking for a helping hand getting started? Check out my Power Hour for a quick answer to all your burning questions.