Start by creating an email list with your customers. Then customize it based on their past behavior.
Suppose you are an e-commerce company that sells art supplies and has a customer who regularly buys acrylic paint markers from you. In that case, it will be much more beneficial to notify that customer about the sale than just sending the same email blast to all your customers.
Let’s now see how targeted email marketing can be used for small businesses.
Choose your tools.
Some things can be done manually. Others, however, do not. You can save money and time with A/B testing or marketing automation with the right tools.
You might want to start by looking into email management tools that allow you to track and organize your entire client/customer base. A design tool, which will enable you to create professional, consistent emails with your signature, is also helpful.
It would help if you tried a few different tools before deciding on one. This will help you determine what tools work best for your business and which ones don’t.
A proper strategy will help you grow your list.
Now it’s time for you to expand your email list. If you have the right tools, it’s not difficult to get new subscribers. The trio is your website, social media pages, and PPC ads if you are stuck.
Get the most from your website traffic. You’ll get more subscribers if you place the proper subscription forms at strategic locations on your website.
You can also communicate with your followers through social media. Engaging posts and incentives can help you gain new subscribers.
A PPC ad is worth the effort if it leads the potential subscriber directly to your landing page, which offers something in return for their email.
Segmentation is a great way to improve your campaigns.
It would be best to consider different customer personas to make your email marketing strategy work. Segmentation before and after joining your email list are the two most essential segmentation types.
Segmentation is key to determining who you are before they join. You can do this by placing subscription forms on different website pages.
After subscribers sign up for your email list, it’s time to segment them. You can further segment the subscribers by using previous subscriber data and their buying habits.
You can also give surveys about customer preferences from time to time. This feedback can be used to advertise to customers who have completed the study.
Use intelligent email sequences.
Automated email sequence outreach allows businesses to send a series to prospects and customers without the need to manually do it. You can automate email and LinkedIn outreach messages using some tools that allow you to target specific audiences. You can pull your audience along the buyer’s journey with the correct email messages.
You want to make sure you have an email sequence that converts more leads. It should include the basics: personal language and approach to the recipient, a hook to get them to read more, a compelling proposal, some case studies, and a few sentences that explain why you are the best choice.
Track your performance and adjust as needed.
Targeted email marketing does not come with a single goal. This type of marketing campaign is highly reliable on an individual’s journey. It’s why it’s bound to change with time.
Using email tools to send out and organize your emails is one thing, but it’s also a good idea to use software that tracks various email metrics. This will allow you to improve your entire campaign. You will want to follow the bounce rate and open and click-through rate, conversion rate, and list growth rate.
The bounce rate, also known as the deliverability rate, indicates how many emails were not delivered to the server. To avoid being flagged for spam, it is essential to keep this rate as low and manageable as possible. Before you send emails, ensure that your subscriber list is clean.
The open rate measures the number of emails opened by recipients. The rate is higher, the better. You can experiment with emojis and try out different subject lines to increase this metric.
The click-through rate is the second. This is the percentage of clicks that your emails have received. This rate is more critical for you as it indicates how many clicks your emails have received. You can experiment with different templates and designs and then do some A/B testing to improve your results.
The conversion rate is the percentage of recipients that have opened your email and clicked on your CTA.
The list growth rate is a measure of the growth of your email list. Each time you win a subscriber, this rate will increase.
The right targeted email marketing strategy will help you increase your small business’s conversions and customer retention rates. You can also improve your digital marketing results by not wasting time with useless emails.
