Email marketing remains one of the most effective and least complex digital channels for businesses of any size. So naturally, small businesses look for the tool to help them grow and expand their customer base.
But here is the problem: in isolation, email may not be successful in helping you accomplish that goal. If you want to grow your small business with email marketing, you have to build a reliable infrastructure around it.
Focus on Organic Leads
The success of your email marketing efforts only goes as far as your audience. If you send even the greatest emails to recipients who simply don’t care or who your selling proposition doesn’t apply to, you may as well never hit the ‘send’ button.
But how do you reach this type of audience? Despite conventional wisdom, buying lists of recipients within your industry is not the answer. Instead, focus on a marketing strategy that helps you grow your leads organically. If you only add contacts into your email software who have actually stated their interest in your company, you know that your emails will reach the most relevant audience possible.
Define and Segment Your Audiences
Of course, even using the above strategy, not every email will be relevant for every member of your contact database. That’s why contact management and segmentation is absolute key for successful email marketing.
Instead of sending email blasts to every member of your database, consider segmenting your contacts into relatively homogenous groups. For example, for a local business, you may want to consider separating your recipients into groups that might be interested in specific products, or live in individual neighborhoods. That way, you can design emails that are more uniquely relevant to these audience segments.
Build Beautiful Emails
Speaking of which: at the core of every email marketing strategy is the actual message. We now receive more than 100 emails every single day, which means that your emails absolutely have to stand out from the crowd in order for your audience to actually pay attention.
A beautiful email starts with the subject line, but it certainly doesn’t end there. The best marketing emails are short, to the point, and actually valuable. They’re also designed with at least one visual, and attractive enough to be readable (and enjoyable) on any screen.
Automate Your Lead Nurturing Flows
Finally, consider building a framework that doesn’t rely on you sending individual emails out each time you want to reach your audience. Instead, build an automated lead nurturing workflow that sends emails to your target audience in pre-defined intervals to slowly nudge them toward the sale.
We’ve discussed lead nurturing in this space, and the core benefits remain the same. If you can build an automated flow of relevant emails to your current contact, you can build credibility and make sure that when your leads are ready to become customers, they’ll remember you.
Find the Right CRM
All of the above tips can help you integrate email marketing into your small business promotional strategy. But we have not yet discussed the final step of building a consistent and reliable email infrastructure: your customer relationship management (CRM) software.
Here’s the thing: your CRM can make or break the success of your email marketing. Choose the right one, and you can easily implement all of the above initiatives without significant external help or budget. Choose the wrong one, and you complicate the issue to a point where successful email marketing is difficult or impossible to accomplish.
That’s why we’d love for you to give us a shot. BigContacts offers an affordable email and contact management solution that’s specifically designed for small businesses. To learn more about how we can help you successfully use email marketing to grow your small business, contact us.