Welcome to the how of business with your host, Henry Lopez, the podcast that helps you start,

run, and grow your small business. And now here is your host. Welcome to the how a business podcast.

This is Henry Lopez. On this episode, I'm going to share tips and best practices on email marketing

for your small business. From why you should consider using email marketing,

if you're not already doing so, to how to be most effective with your emails, I'll focus on the

fundamentals of email marketing to help you grow your small business. I don't have all of the

answers on this topic, and I certainly don't consider myself an expert on email marketing,

but I'll draw on my knowledge and experience and the recommendations that I've gathered from my podcast guests and other marketing experts.

To receive more information about the Howa Business, including links to the show notes page for this episode,

and how you can continue

supporting my show and receive exclusive content and discounts through a Patreon membership,

please visit Thehowabusiness.com. So let's start with why email marketing? Email marketing is a type

of permission marketing. And if you're not familiar with that term,

permission marketing refers to advertising or promotions where the targeted audience has chosen,

in one way or another, to opt in to receive promotional messages from you and your business.

Now, that might be a very direct opt-in. They've joined your newsletter, for example,

or it could be that they've expressed interest in our business, and therefore we're going to

follow up with them, for example, through email marketing, or they've purchased a product or

service from us, and we're following up with them. So that's at a high level what I mean by

permission marketing.

As Seth Godin, one of my favorite authors on the topic of marketing in his most recent book

entitled, This is Marketing. You can't be seen until you learn to see. In that book, he has a

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