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Using Email Marketing to Boost Customer Loyalty

Posted by Laura Phelps on 11/3/17 4:31 PM

Essentials for managing your small business’ email program

Learn how to boost loyalty among your small business’ customers 

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Whether you’re spending hours building the perfect light for your Instagram product shoot or crafting a thoughtful blog post, you know the must-do digital marketing lists for small businesses keeps seeming to pile up. But, regardless of what you may hear, you don’t need to spend 5 hours a day posting about your business on Snapchat (most likely).

Email marketing is one of the best tools in your pocket to not only build brand awareness but boost your customer’s loyalty. And the best part? It can -- and should -- be very personal, which means you can create your messages as though you’re writing to a friend. We’ve all written emails to our friends, even if we wouldn’t find “Email Marketing Expert” listed on our LinkedIn profiles.

Below, read the 5 steps to building an impactful and effective email marketing program for your business.

1. Create an email calendar

There are many things you know well enough that you can “wing it” but I promise that your email program isn’t one of them. Figure out what you want to tell your customers about your products or services and build a narrative in your cadence. Also, a calendar will prevent you from over-emailing or going weeks before you touch base with customers again.

2. Include only one CTA in each email

What’s a CTA? It stands for call-to-action and it’s essentially the action you’re hoping your customer will take because you sent them the email which may be reviewing a product they just bought or viewing your sale items.

3. Measure your results

Every time you send out an email, you should put the results in an Excel spreadsheet that you keep including the open rate, click rate, action rate and unsubscribe rate. Consistent tracking will empower you to track how engaged your audience is, which messages or offers work best and alert you if your have an email delivery issue.

4. Segment your messages

Segmentation allows you to send the right messages to the right people by creating separate lists within your email CRM. You may have some messages that can be sent to your entire list, but most should be tailored. For example, if you have customers who purchased a specific services, you should send them tailored content based on their experience -- perhaps you want them to book the service again or upsell them for something similar? Segmentation will allow you to make sure people get the content they want.

5.Customize your templates

Most CRMs come with some basic templates you can use to get started, but you’ll quickly want to customize the templates to best serve your need. You may find that the template newsletter includes three slots for articles but you really need five or that the share buttons are not prominent enough for your business. You may need to hire a designer and developer for this work, but

 

Want to dig deeper into email marketing? Sign up for the three-week, coach-led MainStreet Marketing course by BusinessBlocks. Sign up now to reserve your seat >

 

Topics: Marketing, Email