How To Take Email Marketing to the Next Level!

Email marketing is one of the most powerful marketing tools available for small businesses. It’s still the best marketing strategy to reach and engage with customers in a personal way, promote products and services, build relationships, and convert leads into customers.

If you’re not doing email marketing, or are only occasionally sending emails to your subscribers, it’s time to ramp up your email marketing efforts and take your email marketing to the next level!

But there is a right way and a wrong way of doing email marketing. If you’re engaging your audience on autopilot, without a good email marketing strategy in place, you could be hurting your brand and driving customers away.

It’s not enough to deliver ‘okay’ email marketing. Here are the 5 reasons why.

1. Email Marketing is Too Important to Leave to Chance

If you aren’t using email marketing, you’re missing out on incredible marketing opportunities and leaving money on the table. Email marketing should still be an essential part your marketing strategies.

It’s estimated that around 300 billion emails are sent per day, and this number is climbing. Look at any major brand and you’ll see that they’re actively building lists and engaging with their subscribers.

But you can’t leave email marketing to chance. If you just build a list and blast out random messages, you won’t get the results you’re looking for.

If you are sending emails that are irrelevant to your subscribers, they’ll tune out your messages, unsubscribe, or worse, they’ll think you’re spamming them.

Instead, you need to take the time to really understand your subscribers and craft valuable emails that are specifically tailored to their interests. By personalizing your emails, you'll create a better customer experience and build a stronger connection with your audience.

2. Personalize Your Email Messages

Personalized messages can have a huge impact on the success of your email marketing campaigns. Email marketing works so well because it’s highly personal to begin with. The strength of email marketing is that your messages go straight to your subscribers’ email inboxes.

Your subscribers are bombarded with emails every day, so you need to go that extra mile to make sure your email messages stand out. This is where personalization comes in.

Personalizing your email marketing involves more than just including the recipient’s name in the greeting or subject line.

Personalize your emails by segmenting your list.

You can segment your list by buying history, interests, behaviors, location, times active, and other data relevant to your business.

Segmentation allows you to target specific groups of people within your email list. You can tailor your messages and offers to them more effectively and offer customized content to the appropriate segments that are tailored to their interests and needs. This helps to make your emails more relevant and engaging.

For example, if you sell a variety of products, you can segment your email list by product category, so you can send out more focused messages to those who are interested in certain items.

Today's best email automation software such as GetResponse, Aweber, ConvertKit, and others offer automation and advanced segmentation options.

3. Your Customers Expect Immediate Solutions

We live in an era of constant connection, and this is only increasing. You can order meals, talk to a friend anywhere in the world, get a ride, or get whatever information you’re looking for instantly on your smartphone or other devices.

This means that your customers are also looking for immediate responses. You need to be available to provide this information, or someone else will.

How do you offer support when your subscribers need it? It’s impossible to be awake and watch your email all the time, but there are some solutions to augment and support your email marketing.

One is to use a chatbot to answer frequently asked questions. A chatbot can search your knowledge base and answer in whatever way you program it to and it can refer any difficult question to live support. The great thing about chatbots is that they run 24 hours a day. It feels like your visitors are chatting with a human representative of your business.

Another idea is to provide a robust knowledge base that your subscribers can access at any time and make it easy to search. Your knowledge base could include a link to your content archive and other resources, FAQs, Wiki, and a troubleshooting guide.

If you have customer service representatives, categorize the questions they receive. Use software to separate inquiries by technical issues, general questions, or refunds – and then develop protocols for your team. You can also hire virtual assistants in different parts of the world to handle questions any time of day or night.

4. Irrelevant Emails Make People Unsubscribe

For email marketing to work, your content and offers must be relevant to your subscribers. People will quickly unsubscribe from lists that send irrelevant emails that aren’t interesting to them.

How do you create consistently valuable content? The key is to know your target audience so you know what they want from you.

Create a detailed ideal customer profile for your subscribers. Conduct market research and base this profile on objective data obtained from your research.

Once you’ve created your ideal customer profile, you should continue to learn about your audience on an ongoing basis. You can use your email list to do this. Once you start offering content and making offers, you’ll see what converts and what doesn’t.

Analytics tools can help you learn about your audience so you can refine your content even further. For example, you can track behavior when a subscriber visits your site. If you see them lingering on a particular page, this tells you that they find the content relevant.

You can also ensure that your content is meaningful to your subscribers by setting the right expectations initially when they sign up. Give people an accurate idea of what they can expect from your list and its content. This will cut down on people signing up for your list and immediately deciding it’s not for them and dropping out.

5. Take Email Marketing to the Next Level

To succeed with email marketing, you need to go beyond the basics and take advantage of next-level email marketing strategies.

Want to learn how you can get more out of your email marketing? Head over to Email Marketing Beyond the Basics.

In addition to personalizing your emails, offering immediate solutions, and consistently delivering relevant content, here are some other things you can do to take your email marketing to the next level.

1 – Automation. There are many ways to automate email marketing to save time and offer a better experience to your subscribers. Automation options include triggers for follow-up actions and automated workflows that help you identify and nurture leads.

2 – Integration. You can integrate email with your social media, your ad campaigns, and search marketing. This helps you grow your audience across channels. Give them access to exclusive content and offers on each platform and cross promote for even better results. This is called omnichannel marketing and it harnesses the power of each marketing channel for better overall results.

3 – Testing. Split testing (or, A/B testing) is often overlooked as a method to monitor and improve your email marketing. A/B testing involves running two versions of the same message with just one element changed, seeing which one converts, and then refining your message for optimal results.

4 – Re-engage Subscribers. Create a strategy for re-engaging inactive subscribers. Identify audience members who have disengaged and offer additional value to win them back. You can do this through a re-engagement campaign that shows another side of your business, exclusive content or offers, or reminders.

5 – Offer More Value. There are many strategies you can use to offer more value. Think of it in terms of ROI. Your subscribers invest their time and attention when joining and engaging with your list. Make it worthwhile for them by providing solutions to their problems, entertaining them, or inspiring them.

Keeping up with Email Changes

Email marketing is here to stay, but you must stay on top of ever-evolving trends. Don’t do the bare minimum and leave your email marketing to chance.

Use effective email marketing strategies to engage your audience and build lasting relationships with them. Doing so will also help you get better results and increase your profits.

Want to take email marketing to the next level and learn how you can get more out of your email marketing? Head over to Email Marketing Beyond the Basics.

Totally new to email marketing? Check out How to Build an Email List from Scratch.

Email Resources

FREE Canva Checklist, Worksheet, and Lead Magnet Templates.
Fill-in-the-blanks Canva Templates you can use to easily create Checklists, Worksheets, To-Do Lists, and Lead Magnes to build your list.
Write Winning Email Messages Fast With 950 Ready-To-Use Email Samples.
Want to learn how you can get more out of your email marketing? Head over to Email Marketing Beyond the Basics.
My review of autoresponder/email automation services: GetResponse, Aweber, ConvertKit, and MailChimp.
Landing page builders: Leadpages – Landing Page Monkey.

List Building Resources

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