Email marketing is an excellent way for your business to engage with your database and boost revenue! When you are building your small business marketing plan, you should be sure to include an email marketing strategy that is targeted, valuable and goal-oriented. Keeping your goals in mind when building your emails is key, in order to get the best ROI for your efforts. In this article, we’ll explore how you can create awesome email content that will help generate more revenue for your business and even help grow your email list!
Segment Your Database
Have you created your small business marketing plan for 2021 yet? If not, we recommend that before you dive into an email marketing strategy, to definitely start with your full marketing plan first. During the marketing plan process you will dive into your business “insights”, where you can review data on who is in your database and what you know about them. Understanding who is on your email list is critical to the success of your email marketing strategy.
Database segmentation is the best way to ensure that your list engages with your content. By segmenting your database correctly, you can provide email content that is the most valuable to that specific audience. For example, some email content should be specific to past clients vs. prospective clients. You may also want to segment based on their level of engagement (stale “leads” vs. hot prospects). Another important segmentation is based on how they joined your list and what content they’ve already consumed. You don’t want to push a call to action for a downloadable offer to a group of contacts who have already downloaded it, or promote services to past clients that would be better suited for a referral campaign.
Aligning with your database segmentation strategy is the use of personalization. Most email marketing tools such as MailChimp, Constant Contact or Hubspot, will allow the use of personalization tokens throughout your email content. This is really important to get the attention of your email recipient and make sure that they know you recognize who they are instead of them just being another number on your list. At the very least, include their first name in the email (maybe even in the subject line to grab their attention!). You can also use personalization for their job title, industry, location, most recently viewed content, and more. The more personalized, the better! You want to truly connect with your audience and make them feel important.
Automate Follow Ups and Nurturing Sequences
Great email content is segmented, personalized and a lot of the times – automated! It may seem overwhelming to have to put together months worth of email marketing but the best way to get it done and stay consistent with marketing to your database is to schedule and automate! Here’s some email content to consider for your strategy:
- Automated “onboarding” sequence [BONUS: We’ll teach you the step by step process for this and MUCH more in our 30 Day Small Business Marketing Challenge. Learn more here]
- Automated “thank you” sequence for closed clients including feedback, review and referral asks.
- Automated drip campaign “nurture” sequence after downloading an offer
- Automated weekly or monthly “newsletters” featuring your recently posted blogs
Throw in some email blasts for holiday marketing, special promotions and event announcements as needed, and your email strategy will be complete!
It’s super important that you are always getting feedback from your database on the content you’ve sent out. One way to do this is to have a “re-engagement” email to send out to contacts that have not opened any of your emails recently. Based on how many emails you are sending this could be to contacts that have not opened emails in a few weeks, a few months or even 6 months to years. It’s good to segment these people into their own list and get their feedback to see if they still want to be on your list and what content would be valuable to them. You can create a SurveyMonkey poll and link within the email you send out, or ask for a reply – whatever works best for your specific audience.
You can also add into your email marketing strategy a quarterly feedback email asking for new topic ideas, what questions people want answered and what content they really want to see in their inbox. This type of feedback is extremely valuable to your overall marketing strategy and will help you become more of a resource to your target audience.
- Segment your list based on real insights about your database. Create your email marketing strategy based on who is on your list and what they will find the most valuable.
- Personalization is important when creating email content. Gather as much information as you can about the people on your list so you can personalize content and keep them engaged.
- Automate your email marketing. Stay on top of your list using nurturing sequences and automated campaigns. This will save you time but also ensure that you are connecting with your database in every way possible, based on their most recent actions.
- Feedback is essential for your business email marketing strategy. The most important feedback is from your ideal clients. Learn what they find valuable and what content they want you to send by using surveys and simply asking!