Even after the massive disruption that the digital marketing industry witnessed and the innumerable inventions, email marketing still holds the top position for engaging prospects and buyers. According to the several predictions made, the digital marketing industry will continue to depend on email marketing, irrespective of the sector’s size. But often, small businesses get dominated by larger corporations and veteran marketers. SMBs struggle to remain relevant in a market with email marketing, mostly due to its size.
If you are a small business and struggling with the same issue, you can gain a competitive advantage over larger players if you know how to use email marketing the right way. You need to get the most out of your data and create authentic email campaigns that will attract your audiences and increase your open rates for higher ROI. Since the digital marketing industry has expanded with several automation tools and strategies, you need to figure out which works best for your small business and integrate it into your system. But there are certain industry-best practices that SMBs need to incorporate into their marketing system for more intimate, intent-driven email campaigns:
Use Intent Data for Improved Lead Capturing
Marketers use intent data to build marketing campaigns by assessing prospects who actively show buying intent. It helps them create a tailored customer experience that will appeal to their leads’ needs and interests and develop effective engagement. You can identify active leads and analyze the best time to interact with them. There are several marketing tools available to draft personalized emails automatically and schedule your email sending time. This increases your email open rate.
You can also segment your recipients into categories and prioritize interactions based on their intent. SMBs can use intent data to create personalized marketing strategies and send ‘thank you’ and reminder emails for more effective campaigns. You can use this for effective outreach during an email campaign to increase conversion rates with less resource spent on false leads.
Implement A/B Testing Tools for Improved Response and Click-through Rates
Since your business is still developing, it is essential to experiment with different marketing campaigns and strategies. It is not easy to understand how your target audience will react to your marketing campaign. Thus, it is ideal to test your strategy and keep working on it to find the best one. You need to be sure of your subject lines, copy language, and landing page links to ensure that everything is working the way it is supposed to be. A/B testing is the best way to analyze the engagement capability of your marketing strategy. In this competitive digital marketing era, you have no scope to make mistakes if you want to compete with larger enterprises. SMBs need to find the most effective language to reach their target buyers and test multiple subject lines, to offer the best-customized marketing content. Understand how your CTA is working and if it is not bringing the desired open rate, try making it more easily visible.
Maintain Intimacy in Email Messages with a Conversational Tone
Customers these days don’t believe in a formal relationship with the brands they engage with. But at the same time, you cannot deny professional rules. To balance this situation and to maintain intimacy with their customers, SMBs can use email marketing. SMBs can target, reach, and engage their niche corner of the market with this marketing channel by adopting a conversational tone. They can use the intimate knowledge and relationships they have with their buyers to draft automated emails. Small companies have the advantage of knowing their customers better as they have lesser customers. Thus you can use this opportunity to create more intense content to generate higher click-through rates, response rates, and conversions. Email marketing allows more personal conversation as compared to generic sales pitches.
Digital marketing has created more sales opportunities for all businesses, irrespective of their size. You just need to know the right strategy to make the most of the digital marketing tools. Even small companies can now aim high and achieve more target-oriented sales by implementing marketing automation tools and strategies.
