Four Email Marketing Tactics to Rinse and Repeat

70% of millennials prefer email marketing. So why do SMEs tend to avoid it? Email marketing can be simple, straightforward, and follow the rinse and repeat formula to enhance your brand awareness and value on a regular basis. Emails are also a convenient way to get your message in front of your audience at the right time, being available across all devices. Whether your focus is on B2B or B2C, email marketing is equally effective. Here are four tried and tested email marketing tactics for your business.

1: Automation Increases Touchpoints

Automation and emails go hand in hand for email marketing. You can map responses to your customer’s actions on your website. Purchase a product? You might also like X, Y, and Z. Product left in your basket? Have this discount! Automated email campaigns allow you to interact with your customer with a minimal effort. Post-purchase emails have a success rate of over 40%. This style of automation also works for B2B lead conversion as well. If you’ve secured a potential lead, providing long-term automated nurturing can lead to an eventual sale. Companies with a history of lead-nurturing boost their overall sales by up to 50%. Lead automation can be synced with your website so that user engagement triggers an email with curated and relevant content.

2: Segment Into Personalization

Segmentation is the process of breaking down your customer base into groups so you can better market to them. They can be divided up based on a set of shared characteristics. Your B2C groups might be broken down by age, location, income, or marital status. Your B2B groups might be divided by the sector, products purchased, business size, and location. Segmentation is an ideal way to make your automated email campaigns even more relevant to your audience. Gather as much information as possible, so you can send them the personalized content they want to see. What are the most important categories for your business? Make a short-list and get them integrated into your email marketing platform. Frequently review your segmentations so you can adapt your strategy and reassess them as your company evolves.

3: Unsubscribe Disengaged Contacts

Losing a subscriber is not fun. But if they don’t open your mail, don’t visit your site, and don’t engage with your products...then they’ve got to go. Regularly removing unengaged subscribers and doing a list cleanup will be far more beneficial to you than you might think. Excluding inactive subscribers will improve your open rates, reduce the chance of people marking your emails as spam, and increase the chances your email will end up in an inbox. An active subscriber list will also help you with understanding your results, so you can get an accurate reflection of which content is best received to enhance your content strategy accordingly.

4: Don’t Spam Your Audience

Set a pace for your email marketing and make it clear what your audience is signing up to. Spamming your audience isn’t going to make you seem credible and trustworthy. If you run an established blog or news site, it’s natural to send daily updates, especially if signing up for daily tips and content is what your audience wants. But for the new or smaller business, bi-weekly updates might be a good way to start, as it gives you time to review your subscribe and unsubscribe rates without putting off your readers. Keep it consistent as well, by making sure they go out without fail, rather than only a one-off email.

These email marketing tactics can be used, reviewed, and repeated for any campaign as long as you reassess them regularly to avoid becoming out of date. If you’re wondering how to set up your email automation or the best way to segment your users, why not come and talk to us? Get in touch for comprehensive advice on how you can best engage your audience through email marketing.