We live in a digital era, and people are still checking their emails daily, so strong email marketing strategies are essential, especially for Black-owned businesses.
When thinking about creating the best email marketing strategies, make sure you are authentic and tell your community your story.
Do a brain dump of your ideas if you need to find purpose and discover the expected outcome for each marketing strategy you are working to create.
The Black community supports you best when you’re honest, so they can empathize with you.
“The most effective email marketing campaigns we’ve launched have been those that are authentic, tell our story, and bring our audience along for the ride. In the early days before we launched our company, all we had was our story to draw people into our funnel,” THE MOST founder and CEO Dawn Myers told HubSpot.
Below, you can find five email strategies that have worked for Black business owners today.
Additionally, for additional email marketing resources, check out these blogs on how to create an outstanding marketing plan and how to craft successful email marketing plans, with downloadable templates included.
Successful Email Marketing Strategies for Black-Owned Businesses
1. Find out what else your audience cares about in correlation with your mission.
If someone subscribes to your email list, it’s safe to say they have already heard of your product or find it interesting, so it’s important to dig deeper beyond that.
Ariel Butler, founder and CEO of hair and skin products company Shea Adé, learned that people mainly care about when the company is emailing about sales when it comes to product-based businesses. It can also get daunting if emails are about the same products consumers have already heard about.
“I’d recommend brands find other topics to email their audience about (blog posts, free ebooks, etc.),” she said. “Everything outside of that should be emails about sales or new product releases as opposed to the emails that look like ‘Hey, don’t forget to buy this full-priced item that I’ve been bugging you about 4X a week!‘”
One strategy that works for Butler is sending daily affirmations to her customers. She started trying out this simple email tactic since her brand’s mission is all about not only healing hair but healing beyond the scalp.
“I want my customers to wake up every day and feel good about how they look,” Butler said. “Since I started sending out those emails, I have been completely blown away by how enjoyable daily affirmations have been for my customers. Some people have only been introduced to my brand because someone told them about our emails, and when they found out that Shea Adé is a hair company, they supported me because they resonated with my brand’s mission to heal.”
2. Connect with your customers weekly.
Every week, Raven Gibson, founder and CEO of Legendary Rootz, sends out a campaign that allows email subscribers to download a free personal digital wallpaper.
She says this is her best email marketing strategy, and she coined it “Wallpaper Wednesday.” Over the years, Gibson’s audience has expressed to her that while they want to support her business, they don’t have the funds to do so. She recognized this problem and came up with a free solution to still connect with her community.