Email marketing is one of the most important tools for any small business. Can we come up with something other than “email newsletter” to call it, though?
Your business is at risk if you don’t have ownership of one of your most important assets: Your audience. While a Facebook Page is convenient for connecting with customers, what happens when your account gets hacked, deactivated, or deleted? This happened to a client of mine.
You can’t do good email marketing without maintaining a clean email list. Good list hygiene not only helps you save money, but it also helps you increase your open rate and click rate.
Automation is key to today’s email marketing. Let’s take a look some more advanced automation techniques for when you are ready to go beyond a basic email newsletter strategy: RSS-based sequences and nurture sequences.
Adding a little bit of automation to your email marketing strategy can help nurture “cold” leads without a lot of extra hands-on effort. Let’s look at two basic automations when you’re just getting started: Welcome sequences and follow-up sequences.
Good list segmentation in email marketing lies at the intersection of what’s meaningful to your audience vs. what’s important to you. If it’s one or the other, it won’t work as effectively. In practice, there are 3 distinct ways to segment your email list.
Email is your conversion instrument. It’s 40 times more effective than social media in this regard, so building your email list is one of the most important things you can do for your business. It pays to get started early, with a plan for segmentation and some simple automation as well.
What is GDPR and how does it affect email marketing lists? Here’s an overview, with a practical way to be GDPR-compliant but not have to lose all of your subscribers. If you haven’t done this already, it’s not too late – but it’s time to take action so that you avoid a potential claim (and hefty fines).
Marketing automation sounds robotic and impersonal. In fact, it can be a more welcoming and personal way to nurture a lead into a customer, by focusing on THEIR specific needs and interests. You have a much better chance at making a connection, while lightening your workload as well.
The principles of event marketing can be applied to small businesses of all types. In my interview with event producer Louie La Vella, we look at some counterintuitive strategies involving live video (including Facebook Live), affiliate marketing, and influencer marketing.