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Introduction: The Role of Marketing in Propelling Small Businesses

Your small business may be engaging a pool of customers, but do you ever wonder how you could grow your outreach and extend your offer to a wider customer base? 

Marketing plays a key role in propelling businesses above and beyond your businesses locality, and if you’re offering your products online, building an email marketing strategy gives you a clear communication line direct to your current and potential customers.

Here’s some tips to build an effective email marketing campaign that converts:

1. Developing a Communication Strategy

Your email marketing campaign is your way of communicating your brand voice to your customers and prospects, so before you get started, you need to consider your communication strategy. This strategy is important because it defines your brand and the tone you take when communicating with your intended audience. For tips on how best to achieve this, check out our article on ‘How to Build an Effective Communications Strategy’.

2. Restructuring Your Email Lists

Now you’ve got your communications strategy at the ready, the next step is to restructure your email lists. Your audience isn’t one person, but each prospect wants to feel like they’re the only person you’re speaking to. So, how do you achieve this?

Segmentation. This is when you break down your list of contacts into smaller groups who have surface similarities. This could be whether they are previous customers or new, whether they are in a certain age demographic or a certain gender. By breaking up your contact list into these smaller groups, you can tailor your message so it speaks specifically to that group. A great way to manage your communication with these groups is by using a list management software, such as Hubspot or Mailchimp.

3. Personalizing Your Emails with AI Technology and Cognitive Computing to Scale Your Conversions

If you’re not sure how to structure your emails, you’re not alone. Crafting email copy that converts leads can take time, and as a business owner, this might be time that you don’t have. Because of this, you could look at personalizing your email copy using an AI text generator. Many AI text generators have in-built algorithms that recognize text that is most likely to attract and engage your audience, so you can make sure you’re sending them the right message without losing valuable time planning the copy yourself.

4. Eliminating Spam Traps and Preventing Unsubscribes with Opt-In Confirming Emails

Trying to build your email list isn’t easy, but you want to make sure your list of email contacts are legitimate customers or prospects that are ready to hear what you have to say. If you send unsolicited emails, or buy email lists, all your hard work crafting that email copy could go to waste, as it might just end up in a spam folder. The best way to make sure you avoid this pitfall is to get your readers to opt-in to your communications emails. Whether this is for your newsletter, or just general communications, you’ll be guaranteed that your emails are being sent to a receptive audience, who will be much more likely to engage with your message.

5. Measuring ROI With Metrics And Analytics To Track Progress And Adjust Tactics Accordingly

The final step in building an effective email marketing strategy is to make sure that you’re measuring the impact of it. The biggest mistake a business can make is to spend time building a complex email strategy only to not bother analyzing its results. The best way to measure the return on investment (ROI) of your campaign is to use your email marketing manager (this is the software you use to organize and send out your email campaign) and access the campaign analytics section. Here you can measure your click conversion rate – how many people actually opened your email, how many times the links in your email were clicked, and who went on to visit your website via these links. All of this data will inform you how well your email campaign has gone, and if you can make any improvements in the future. 

TainoSystems is here to help your business grow and optimize results. Speak to us today to find out how we can support you in creating high-conversion marketing campaigns