As a business owner, you probably have several strategies to market your business—but there’s one strategy you might not be taking full advantage of, and that’s email marketing.

There is a misconception that email marketing is dead, but this couldn’t be further than the truth. Email marketing consistently boasts one of the highest rates of ROI, with an average return of $38 for every $1 you spend. However, like anything else, it depends on how well you do it.

Here’s how you can plan and implement a solid email marketing campaign to boost growth.

Decide on Your Goals

It is impossible to run a successful email campaign unless you know your goal for the campaign. Make sure your goals are SMART ones by making them specific, measurable, attainable, relevant, and timely. You can use email campaigns to meet various goals, including:

• Increasing sales.
• Growing customer loyalty.
• Shortening a sales cycle.
• Lowering your costs.

Decide on the Type of Email Campaign

You might find that you need several different email campaigns going on simultaneously. Divide your current and potential customers into different lists, so you know where they are on the buyer's journey. This allows you to send the right message at the correct time to each customer. These campaigns can include:

• Welcome email campaigns when someone fills out a contact form.
• Promotional campaigns highlighting your latest offerings.
• Seasonal campaigns built around specific holidays.
• Triggered campaigns built around customer actions, like cart abandonment.
• Post-drip campaigns designed to keep your company at the front of a buyer’s mind after they have made a purchase.
• Re-engagement campaigns created to follow up with customers who have not purchased in a while.
• Short survey campaigns that engage your list while giving you valuable insight.

Implement Your Email Campaign Strategy

Now that you know the goal of your campaign and the types of campaigns you want to run, it is time to implement your strategy. To help you out, here are some tips and strategies to keep in mind.

• Map your emails to the customer’s journey so that you are sending the right content at the correct time.
• Personalize emails by finding out as much about the customer as you can using simple yes/no questions and other simple survey techniques.
• Use call-to-actions that encourage customers to further engage with your brand.
• Review your email stats on an ongoing basis to see what is working and what needs improvement.
• Analyze advanced analytics to improve each email campaign that you implement.

Email campaigns are a great way to improve brand awareness, grow customer loyalty, and increase customer retention and sales, but there are many components and steps to keep an active, engaged list, and that can be tough for a busy brand manager or owner/operator.

At REES + STAGER, we know how useful email campaigns can be in finding success, and we love to help businesses like yours to be successful! If you’d like to find out how to take your email campaigns to the next level, contact us today!

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