According to Emarsys, 81% of SMBs depend on email as their main channel for customer acquisition, and 80% use it for customer retention.
This means many small to midsized businesses have found success in using email marketing to help their business grow. And the same could go for you too!
Small businesses tend to benefit more from email marketing because of their unique position in the market. They can easily build trust with local customers compared to big corporations who often have difficulty resonating with smaller communities.
You can easily leverage email marketing to build relationships with your prospects and current customers, engage with them regularly, and get them to buy from you.
If you’re fairly new to email marketing and are experiencing a low delivery rate, low open rate, low click rate, limited post-click activity, and other problems, you’re not alone.
Many successful SMBs today went through the same dilemma when they first started using email marketing for small businesses.
But don’t worry! With the right email marketing strategies, you will start seeing better results.
Below are the top seven email marketing strategies you can use to start boosting your engagement and revenue this year!
Email Marketing Strategies to Boost Revenue & Engagement
Deliver More Personalized Emails
Personalized emails tend to catch more attention than regular ones do. According to MailChimp, the average email open rate is only 21%.
But when you use personalized subject lines in your emails, they tend to get 50% higher open rates.
Personalized email marketing messages, like birthday emails, also generate 342% more revenue per email compared to other promotional emails. This speaks volumes with regards to how much people are more likely to engage with marketing messages that are customized to their specific needs and interests.
This year, you want to take advantage of this by making sure you send out more hyper-personalized email marketing messages to your prospects, customers, and even your inactive customers.
Hyper-personalized content provides your audience a more personalized experience by giving them highly relevant product recommendations, special offers, newsletters, milestones, welcome emails, etc., and making them feel like it was only meant for them.
But how can you start sending out hyper-personalized emails? With thousands of people on your email list, how do you begin? What is going to be the content of those emails? How can you make each one of them more personalized?
Many marketers revealed that although personalized emails are one of the most effective strategies, they’re also the most difficult to set up and use.
So, to make your life easier, we’re going to let you in on a little secret- segmentation and dynamic content are the keys!
Email segmentation is the process of grouping your email subscribers based on set criteria. It could be anything from their gender and location to interests and hobbies or even their purchasing behavior.
Doing this will allow you to create more tailored content for each segment.
Once you’ve segmented your email list, it’s time to use dynamic email content to increase the effectiveness of your email campaigns.
Dynamic content changes based on your receiver’s data, preferences, and purchase history. This enables you to send out more personalized email content in terms of text, visuals, CTA, and more to your different audience segments without having to create separate campaigns.
This process is made a lot easier if you tap into an email marketing service that specializes in hyper-personalized emails.
Send out Text-Only Emails
You might think that text-only emails don’t get much engagement and are usually ignored by people. But thanks to the hyper-personalization trend, people have become receptive to them because they now feel more personal, like the ones you send out to your friends and family.
So, in-between sending out emails with images or videos, make sure to also send out text-only emails.
But since they don’t have any catchy image or inspiring video, it’s important to optimize them to make sure they’re effective. Here’s how you can optimize them:
- Use personalized subject lines
- Format your content in a way that’s easy to scan
- Create a compelling call-to-action
- Keep your content short, use bullets, and make sure they’re easy to read
These types of emails can feel like a break from the usual promotional emails they receive from you. So, use it to engage with your customers and prospects and establish a more personal connection with them this year!
Use Interactive Emails
According to Accenture, 91% of customers said they’re more inclined to shop with brands that provide highly relevant product recommendations and offers.
To make the most out of this, use interactive emails to allow your customer or prospect to shop, book a room, take a quiz, watch a video, or checkout directly from their inbox.
Interactive email is a type of email that supports the functionality needed for your recipients to do what you want them to do.
For example, you want to show your email subscribers new products on your online store that are relevant to them.
Instead of redirecting them to your eCommerce site, you can show them your products directly on the same email and they can also add-to-cart or purchase right away if there’s anything they like.
Here is the different interactive content that can optimize your email campaign:
- Star rating buttons to let users rate your products or services without having to leave their inbox
- Questionnaires for surveys to let your subscribers answer right away
- Animated button for promotional emails
- Image rollover effect to allow users to view your product 360 degrees
- Image carousel to feature products you want to show to your recipients
- Videos to better communicate, explain, or feature a new product or service
- Anchor links to take your users directly to the part they’re most interested in your email
Enabling your customers to do this does not only encourage them to engage with your emails but also helps eliminate or reduce friction when shopping, which helps boost your revenue!
Use a Brand-Friendly Email Design
According to Smallbizgenius, presenting your brand consistently across all platforms increases your revenue by more than 20%.
This year, you want to make sure that you have a consistent brand identity across all platforms, including email, to increase your engagement and make more sales.
Using brand-friendly email designs helps build awareness and familiarity as your audience engages with your brand over time.
This can make them feel like they know you, which helps establish trust and loyalty. So, the moment they see your brand color and logo, they’ll know it’s you and they won’t hesitate to click on your emails or ads.
Do a brand audit and check if you have a consistent brand identity across all platforms, including your emails. If you don’t, take the time to update your marketing materials, change your business’ Facebook profile pic with your logo, and make sure to add your logo and use your brand colors in your emails!
Invest More in In Re-engagement Campaigns
Did you know that you lose one-fourth of your email subscribers each year? Sure, people unsubscribe it happens. But what’s alarming is the fact that you’re actually losing more customers than you think!
What we mean is those people who remain subscribed but have stopped interacting with your brand.
You might think that it’s not a big deal and that you can always get more customers. But here’s the thing, acquiring a new customer costs five times more than retaining an existing one.
A 5% increase in customer retention can increase your revenue by 25% to 95%, which is why you need to win them back!
A good place to start is to find out when that user last interacted with your brand and what products or services were they checking out or they last bought from you.
You can get this data on your website or social media analytics. Based on the information you’ve gathered, you can pick up from where you left off and send them an email reminding them about the product they last checkout out.
You can even make it more enticing by giving them an exclusive discount. If that person has an abandoned cart, you can send them an email and put the items in their cart on flash sale.
Reengagement campaigns are a great way to reconnect with your inactive subscribers, urge an abandoned cart to get checked out and grow your customer base.
Invest in Automation
Automation is one of the best email marketing strategies for small businesses you should implement today. As you can tell, every strategy I’ve mentioned before can be pretty laborious to execute without the help of automation.
As a small business, you may think that it’s an unnecessary investment but automating your emails, especially the personalization part, can do wonders for your business!
Email automation workflows are hyper-personalized emails that are sent to help nurture leads into customers.
They use analytics and AI to pick up patterns and customer behavior to create effective, personalized email marketing campaigns for every single person in your email list.
This will allow your subscribers to choose the content they want to receive and how often they receive it.
Here’s how you can use email automation to nurture leads and increase engagement rates:
- Send out automated emails that contain exclusive offers to engaged users in your email list to keep them engaged and happy
- Send out educational emails to your partially engaged subscriber who may or may not be interested in taking any action as of the moment
- Set up an automated re-engagement campaign for the unengaged people on your email list
Email automation workflows work because they allow you to meet your subscribers with highly relevant content no matter what stage they are in the buyer’s journey. By putting what they want in front of them, you increase the likelihood of engagement and making a sale.
Plus, the best part about automation is that it helps you save time and money, and it increases the effectiveness and efficiency of your emails!
If your emails aren’t automated yet, employ an email marketing service to help you get started.
Use Omnichannel Marketing To Capture Leads at Every Touchpoint
According to Commerce Hub, 86% of shoppers move across multiple channels during their purchase journey.
This proves that consumers today don’t just check out a physical store or a website when they want to buy something, they move across multiple platforms to get the information they need and checkout different options.
This means it’s important to send relevant marketing messages to your customers when they enter your physical store, online store, when they scroll through their Facebook feed, when they check out Instagram stories, and when they check their emails.
This is why omnichannel marketing is important for small businesses. It allows you to provide a seamless shopping experience at every touchpoint by giving your audience the right content at the right time and in the right place.
Using multiple channels to keep your audience engaged is a great way to keep you on top of their minds so that when they’re ready to buy you’re the first brand they can think of.
Are You Ready to Use These Strategies to Boost Your Engagement and Revenue through Email Marketing?
This year, you want to focus on sending out more personalized and engaging emails through automation and analytics and using multiple channels to provide a seamless shopping experience to your target audience!
Follow the strategies we’ve shared with you above and you’ll start seeing your engagement rates and revenue skyrocket like never before.
Author Bio: Shay Berman is the founder and president of Digital Resource, a full-service digital marketing agency located in South Florida. Shay’s clear-cut approach to internet marketing has driven his clients’ businesses to new heights and landed Digital Resource on the Inc. 500 list of America’s fastest-growing private companies in America for two consecutive years. Digital Resource provides custom solutions in social media marketing, search engine optimization, responsive website design, digital advertising, and more.