Every small business owner knows that the key to a successful brand is maintaining solid customer relationships. This means you have to make sure you’re always communicating with your customers in some way, even if you’re not directly selling to them. You need to keep them in the loop about what you’re up to, what you’re selling, what benefits you can provide, and so much more, email marketing strategies.
There are a lot of ways to keep in touch with your customers, but what you need is a method which ensures that your customers are not just getting your messages, but engaging with them too. And what better way to do that than through email?
The average person is likely to check their email inbox at least once a day. Which is why one of the best ways to reach out to customers is by popping up in their inbox with the best offers, deals, and services.
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Here’s how you can start up your own email marketing campaign as a small business.
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Create a directory of contacts
When setting up your own email marketing campaign, the first step to take is to gather up as much customer information as you can. There are a lot of ways to do this effectively. You can set up a sign up form at your check-out counter if you own a physical outlet and ask people for their contact information once they make a purchase. You can also add a signup form to your social media bios and ask people to fill it out to get regular email updates.
Of course, not everyone will just give out information on their own. Offer incentives to your clients, like a 15% discount, exclusive tips and offers, or a free giveaway with their next purchase to encourage them to sign up.
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Categorize your clientele into different segments
Once your directory is ready to go, the next step for you to work on is to segment your clients according to their interests. You can’t realistically send out emails to every customer and expect all of them to be interested in them. You need to figure out which clients like what, and then formulate your messages accordingly.
There are tons of ways to segment your clients. If you own a hair salon, you can categorize them based on which treatments they avail the most. If you own an online retail store, you can keep track of which clients visit your women’s apparel page most often, or which ones regularly purchase kidswear from your brand.
Dividing your clientele into different groups based on what products and services they prefer to avail will help you customize your emails to each customer’s liking.
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Create vibrant newsletters to send out
Once you have your client segments ready, it’s time to plan out what to send out to them. As a business owner, you want your content to stand out. And one great way to do that is to create and send out your own newsletters, catered to your audience’s needs.
Create your own newsletters by logging onto online design tools like PosterMyWall and getting access to a wide range of newsletter templates that you can customize according to your needs.
To make a strong newsletter, add in strong subject lines in a bold and powerful font. Make your design visually appealing by adding colors and themes that match the vibe of your business. Make sure your logo is printed at the top and is visible.
Your content should be relevant and fit perfectly with the theme of your newsletter. You can add anything from top industry secrets to the latest seasonal trends. You can also include your most popular or recent promotions and deals.
Have your customers sign up for your newsletter through the digital forms they fill for appointments and services. To entice them to sign up, put up promotional offers that are specific to newsletter subscribers.
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Measure your results
Your campaign isn’t effective unless you’re keeping tabs on the results and seeing how well it goes. Measure the outcome of your campaign using a variety of metrics to ensure that your plans were effective.
Note down and measure the rate at which your emails have been opened by recipients and measure it with the average rate of email opening. This will give you quantitative data on how well your email campaign has done.
You can also keep tabs on the number of confirmed clients you get before and after the start of your campaign and see which segments show a difference in purchases. Also keep a record of how many clients avail the promotional deals you offer in your newsletter to see how many customers actually go through it.
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Final thoughts
Navigating through the realm of online marketing can be tough. You have to be consistent, engaging, and fun for your customers. Luckily, email campaigns let you do all three.
Use this email marketing guide to kickstart your own email campaign and have your business skyrocket in no time.