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Email Marketing Checklist for Small Business Owners

This checklist ensures your email campaigns are effective, engaging, and compliant while driving sales and customer loyalty.

Strategy & Planning

  • Define Your Goals: What do you want? (Sales, leads, engagement, retention?)
  • Identify Your Audience: Segment contacts (new leads, customers, inactive subscribers).
  • Choose an Email Marketing Platform (e.g., Mailchimp, Klaviyo, Constant Contact).
  • Set a Sending Schedule: Weekly? Monthly? Trigger-based?

List Building & Compliance

  • Create Opt-In Forms (Website popups, checkout page, social media links).
  • Ensure GDPR/Can-Spam Compliance: Include:
  • Unsubscribe link
  • Business address
  • Clear sender name (“From” field)
  • Avoid Purchased Lists: Only email subscribers who explicitly consented.

Email Creation & Design

  • Craft a Strong Subject Line (Short, intriguing, avoids spam triggers).
  • Keep Mobile-Friendly Design (60%+ of emails are opened on mobile).
  • Use a Clear CTA (Call-to-Action): One primary button/link per email.
  • Personalize When Possible (Name, past purchases, location).
  • A/B Test (Subject lines, send times, CTAs).

Campaign Types

  • Welcome Series: Automate for new subscribers (build trust fast).
  • Promotional Emails: Sales, discounts, new product launches.
  • Newsletters: Mix value (tips, news) with soft promotions.
  • Abandoned Cart Emails: Recover lost sales (3-email sequence works best).
  • Re-Engagement Campaigns: Win back inactive subscribers.

Tracking & Optimization

  • Monitor Key Metrics:
  • Open Rate (Industry avg: 20-30%)
  • Click-Through Rate (CTR) (Avg: 2-5%)
  • Conversion Rate (Sales/Leads)
  • Unsubscribe Rate (<0.5% is ideal)
  • Clean Your List: Remove inactive subscribers (improves deliverability).
  • Iterate & Improve: Use data to refine future campaigns.

Pro Tips for Small Businesses

  • Start Small: Focus on 1-2 email types first (e.g., welcome + promotions).
  • Automate: Use workflows (birthday discounts, post-purchase follow-ups).
  • Test Send to Yourself: Check formatting/spelling before blasting.
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