Entrepreneur | Bootstrapped to $6M ARR in 18 months | Founded Expandi, software for LinkedIn Automation | Father of a lovely son Steef
Email marketing is not a secret superpower reserved for huge enterprises. Small businesses can also make use of targeted email marketing to grow, and it doesn’t take long.
To get started, create an email list of your customers, then customize it according to their past behavior.
For instance, if you’re an e-commerce business that sells art supplies, and you have a customer who consistently buys acrylic paint markers from you, notifying that customer about a sale of acrylic paint markers will be a lot more beneficial for your business than sending the same email to your entire list.
That said, let’s see just how else you can use targeted email marketing for your small business.
Pick out your arsenal of tools.
While some things have to be done manually, others certainly do not. You can save time and money with the right tools to help you with A/B testing and marketing automation.
For starters, you may want to look into different email management tools that will allow you to organize and track your entire customer/client base. Also helpful is a design tool that will allow you to generate unique, consistent and professional emails, signature included.
Don’t hesitate to give a couple of different tools a try before you settle for specific ones. That way, you’ll be 100% sure what works the best for your small business and what simply doesn’t.
Grow your list with a proper strategy.
With your reliable tools picked out, it’s time to grow your email list. Getting new subscribers doesn’t have to be that difficult if you know where to look. The triumphant trio includes your business website, social media pages and PPC ads if you feel stuck.
Make the most out of your website traffic. By inserting adequate and segmented subscription forms in strategic places on your business website, you’re more than likely to get an influx of new subscribers.
Social media also allows you to communicate openly with your followers. You can gather new subscribers by sharing engaging posts or providing some incentive in exchange for subscribing, such as promotions and discounts.
Finally, a PPC ad can be very much worth it if you set it up to lead the potential subscriber to your landing page that offers something (i.e., an ebook) in exchange for the email.
Better your campaigns with the proper segmentation.
For your email marketing strategy to yield positive results, you must consider different customer personas. The two most crucial segmentation types will be segmentation before and after joining your email list.
When it comes to segmentation before joining, you can categorize your subscribers into different demographics by inserting subscription forms on various pages of your website.
Once subscribers join your email list, you’ll have to get used to the ongoing segmentation process. Previous subscriber data, together with their buying habits, will allow you to further split the subscribers you have into different categories.
It’s also a good idea to give out surveys from time to time about specific customer preferences where you can use that feedback for advertising particular things to certain customers who filled the survey.
Use smart email sequences.
With automated email sequence outreach, businesses are able to send out a series of emails to their prospects and customers without having to do it it manually. Some tools let you automate both email and LinkedIn outreach messages with custom targeting options. With the right set of emails, you’ll pull your audience through the entire process of the buyer’s journey.
To make sure that you have a truly effective email sequence that will bring you more converted leads, make sure that it covers the essentials such as personal language and approach, a strong hook to get the recipient to read further, a meaningful and valuable proposal, a sentence or two that describe some case studies, and, finally, a good CTA and follow-ups.
Keep track of performance and adjust accordingly.
Targeted email marketing is not a one-and-done task. This particular marketing campaign type is highly dependable on an individual’s journey, which is precisely why it’s bound to change a bit with time.
That said, aside from using email tools for sending out, organizing and creating your emails, it would be helpful to have software that tracks different email metrics, which will help you improve the entire campaign. The most important ones for you will include the bounce rate, open and click-through rates, conversion rate, and list growth rate.
The bounce or deliverability rate indicates the percentage of emails that couldn’t be delivered to the server. Maintaining this rate as low as possible is crucial to avoid being flagged as spam. Ensure that there are no inactive emails in your subscriber list before sending emails.
Open rate focuses on the percentage of emails that recipients open. The higher this rate, the better it is. You can try different subject lines and even experiment with using emojis to increase this metric.
Then there’s the click-through rate. It measures the percentage of clicks your emails have received. The higher this rate, the better it is for you. Try experimenting with different designs and templates, and do some A/B testing for further improvement.
The conversion rate indicates the percentage of recipients who have opened your email and clicked on your CTA.
Lastly, the list growth rate will show the growing process of your email list. This gets higher every time you win a new subscriber.
With the right targeted email marketing strategy, not only do you get to boost the conversion and customer retention rates for your small business, but you also get to better your overall digital marketing results without wasting time sending meaningless emails.
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