Email marketing is often overlooked as a potential channel to generate sales. Sure everyone sees it as spam, and the mails often just end up in the junk folder, but if you can get people to opt-in to your emails, you create a certifiable channel that will help with generating new leads. For that reason, small business owners find the path to email marketing success is often clouded by uncertainty.
The fear of sending too many emails and alienating contacts looms large for many small business owners, and yet you also get some of them that remark how “more is more” when it comes to email marketing. I have personally experienced the fear of doing so, but then I realised that I was just being lazy!
By embracing a strategy of increased frequency, I found that more emails enhanced the perception of the brand rather than diminishing it. This approach led to better brand recognition, improved deliverability, and, most importantly, substantial revenue growth!
What is “Too Many” when it comes to Email Marketing
The answer lies in the balance of your business’s size, your revenue goals, and your audience’s engagement. For an emerging business, a modest setup of basic email sequences may seem sufficient. Yet, for a truly transformative effect on your sales figures, email marketing needs to be a foundational element of your overall strategy.
Tailoring email marketing campaigns to various customer segments ensures relevance and personalization, crucial for maintaining high engagement in larger audiences. For instance, a product or service launch might include a series of six targeted emails, from prelaunch notices to last-chance discounts, ensuring varied and continuous engagement.
To embark on this elevated email marketing strategy, begin by optimizing your lead magnets, experimenting with pop-ups, content upgrades, and other methods to maximize opt-in rates. Achieving and surpassing a 5% opt-in rate signifies the start of a thriving email marketing journey.
In conclusion, the lesson is clear: embracing a high-volume, segmented email strategy can transform email marketing from a tentative venture into a powerful engine of growth. By breaking free from initial hesitations and diving into a more sophisticated approach, small businesses can unlock unprecedented levels of engagement and revenue.
It’s crucial to begin segmenting your contacts immediately if you haven’t already and to rethink a strategy that involves sending just one email a week. Such infrequency can create a disconnect, potentially eroding trust in your brand.
If you don’t have a CRM / automation platform in place yet, I recommend High Level.
If you are interested in taking your email marketing campaigns to the next level, then you need to get in touch to request a demo today! Our marketing experts are here to help you find the right marketing message, and get it out there to all your customers.
Flemming Arnott
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