When you’re a self-employed professional, a small-business owner, or a startup, resources are limited, and must be prioritized and invested in the wisest way possible. This also goes for marketing and sales, which are crucial when generating leads, creating more business opportunities, reaching out to potential customers, making your brand known to the world, and closing more deals in a highly-efficient way.
Because of its ease, cost-effectiveness, and positive business results, email marketing has become an absolute must in the digital world of today, second only to social marketing. Today, generating leads online, automating your onboarding sequences, working hand-in-hand with your social accounts, and nurturing your email database, is almost as important as having a website.
So if you want to start implementing an email marketing strategy to position your brand, or if you already have an email marketing strategy but want to take it to the next level, here are the best practices for email marketing in 2019:
1. Capture leads online to build an audience
Whatever your product/service may be, an unshakable truth is that your email marketing can only be as good as your audience is, and it will not yield any positive business results if you don’t create an audience of interested people first.
That’s why, if you have a website, it’s never a bad idea to have a mailing list subscription form where your visitors can leave you their name and email address if and when they find your product, service, or content interesting. If you want to go a step further, you can use customizable pop-up notifications like ConvertLoop’s, which grab your user’s attention more that static forms, to capture your web visitor’s email address.
On the other hand, whether it’s through Google, Facebook/Instagram, LinkedIn, Twitter, or remarketing, you can create and set up ads offering premium content for people to download in exchange for their email address, or visit a landing page with a form where you tell them about your offer and where you can capture their contact information.
As you build an email database, you create an audience for your email marketing efforts, and only then can you really begin to position your brand, nurture your readers with valuable content, and generate new business opportunities for your product/service.
2. Group your audience by their behavior
Now that you have an audience, you need to start using it in the smartest way. That is why Smart Segmentation is one of the best practices you can implement to bring your marketing to the next level and give it a boost.
Smart segmentation like ConvertLoop’s allows you to segment your users based on their behavior on your website, on what they do, when they do it, how many times they do it, and on what they haven’t done yet.
When you use smart segmentation tools like ConvertLoop, the segments you create are dynamic, ever-changing segments, where people enter and leave automatically, based on what they do on your website.
This behavior-based smart segmentation allows you to understand your audience to the fullest, and when you do, you can begin to communicate with them in a highly relevant way. Furthermore, hyper-targeted email marketing campaigns have higher open rates, click rates, and conversion rates.
For example, it’s very different to send an email marketing campaign explaining how to set up your account to a user who just signed up for your Free Trial yesterday and still hasn’t set up their account, than to send it to a user who signed up for your Free Trial 3 months ago, and already set up their account.
So if you want to make sure that you have the best results on your email marketing, your communications must always be as relevant as possible. To do this, you must segment your audience by their behavior, because only then can you ensure that your email marketing campaigns are getting to the right people at the right time.
3. Understand your web traffic by monitoring what people do on your website
When you understand what people are doing on your website, then you can best understand them. That’s why web tracking and analytics like ConvertLoop’s have become a fundamental ally for email marketing and sales automation in the past few years.
When you monitor people’s actions on your website, you can understand where they came from (which shows you which websites can become your best allies), why they came to you (which tells you what you have to do more of), what they chose to do on your website out of all the things they could do (which shows you what they found most compelling), and when they left (which tell you when they lost interest). By understanding this, you can understand their motivations, their needs, their interests, the reasons behind their actions.
Once you understand what motivates people, what they need, and what they like, you can do more of what really works for you, and less of what doesn’t.
4. Automate your onboarding
A product’s onboarding is the first contact that people have with a brand. Like the first date in a relationship, it tells you what you can expect from them, their style, and hopefully, the many positive things that they have to offer.
As the first date with your brand, the worst way to start would be to leave the other person waiting. Hence the importance of automating your onboarding emails.
When you automate your onboarding emails, you never have to worry about leaving the hopeful new user waiting: everything has been previously set up to be sent immediately after a person signs up, regardless of the time, date, time-zone and how hectic your schedule is. When you automate your onboarding with an emailing tool like ConvertLoop, you can rest assured that everything will be running smoothly and happily, on autopilot. This frees you to focus on more pressing tasks that require your full attention.
5. Use email sequences instead of single emails to onboard, educate, and nurture your users
We now understand the importance of putting your onboarding on autopilot so that your users’ first contact with your brand is flawless.
Now, if you use a smart emailing tool like ConvertLoop, instead of sending just one email welcoming your new user as soon as they sign up, you can send them an email sequence welcomes them to your product and acquaints them with your brand, that teaches them how to get the most out of your product/service, that answers their questions before they have to ask them, and that reminds them that you exist beyond the moment when they signed up.
4. Turn your web traffic into leads with personalized onsite pop-up notifications
Once you have a great website and generate traffic, you’re halfway there: now you need to find a way to make the most out of that traffic, and that usually means turning your web visitors into leads.
But how to do this? Thankfully, ConvertLoop has solved that digital age dilemma: 100% personalized onsite pop-up notifications.
As a solopreneur with a limited budget, I’ve found that lead generation is not only crucial to build a business, it’s really hard, too! However, ConvertLoop’s Web Notifications have become my best ally in this difficult endeavor. As 100% customizable onsite pop-up notifications, they serve as a blank canvas. In my particular case, I use them to offer my visitors premium content in exchange for their email address. That’s how I’ve built an audience for my personal Content-As-A-Service project.
Since you can customize ConvertLoop’s pop-up onsite notifications however you want, show them to people based on their actions, and embed anything you want in them, the sky really is the limit when it comes to what you can do. For me, they became the go-to solution for lead generation.
Since I began using ConvertLoop’s pop-up onsite notifications a year ago, I’ve captured 30%* of my leads in **half the time, and at one 50th of the price. That’s why I swear by them, and use them permanently.
The best part? When you use ConvertLoop’s pop-up onsite notifications, you don’t have to wait until you capture your web visitors’ emails to start messaging them: you can communicate with them every time they visit your site!
5. Stay in your user’s top-of-mind and keep them coming back to your product
In the digital age, we are confronted with a landslide of information on an hourly basis. Taking this into consideration, as a marketer, you can’t expect people to spontaneously remember that your product/service exists: you have to take real measures to keep them coming back so that they perceive your product/service as something they permanently need.
Email marketing is perfect when you want to stay in your users’ top of mind and keep them coming back to your product:
-Email marketing campaigns are perfect for informing users of new, useful features, sales, discounts, events, changes in your product, and keeping them up to date
-Automated email sequences are ideal to onboard users, nurture, educate, re-activate them, and to reduce the need for support by answering your users’ questions before they have to ask them
-Newsletters are perfect for sharing relevant content with your email list to keep in touch and permanently add value
6. Analyze the results of your email marketing campaigns
Once you start running email marketing campaigns, you might feel like you’re done… but, in reality, you’re only halfway there. Why only halfway? Because you can’t really know what’s working and what isn’t if you’re not permanently analyzing the results that your email marketing efforts are yielding.
To make sure your email marketing is on the right track and having a positive effect on business, it’s critical to track everything that happens with your email marketing campaigns. That’s why smart email marketing tools like ConvertLoop allow you to access detailed, real-time analytics for every campaign you launch. Using our detailed analytics dashboard, you can know everything about your email marketing campaigns at a glance, all in one place. You can even track each campaign’s performance in time to understand its short, medium, and long-term results.
Once you start analyzing the real effects that your marketing campaigns are having, then you can begin to make better business decisions based on real data, not just theories.
7. Integrate your Amazon AWS Account to send your marketing emails at the best price in the market
As we mentioned at the beginning, when you’re a small business owner, work in a startup, or have a small team, resources are limited: you have less hands on deck, less time to waste, and less budget than your competitors. That’s why, if you want to stay on the same level as the competition, you need to find ways to make the best of your limited resources. Hence the importance of making every penny count and cutting corners wherever possible.
For the past few years, marketing has become one of the biggest and most important investments all business have to make. However, this doesn’t have to be the case: smart email marketing tools like ConvertLoop have established partnerships with top players like Amazon AWS/SES to provide their customers an outstanding email marketing service, even if their budget is limited.
Through partnerships like ConvertLoop + Amazon AWS, you can create a Free Amazon AWS and connect it to ConvertLoop to send your marketing emails at the best price in the market, while still having full access to all of ConvertLoop’s email marketing features (marketing automation, detailed campaign analytics, drag-and-drop email editor, responsive email templates, email tracking, and top-notch customer service). The best part? You don’t have to be tech-savvy at all!
Finally, by using your own Amazon AWS infrastructure, apart from sending your emails at the best price in the market, you can enjoy maximum email deliverability rates to avoid being marked as Spam once and for all, keep your email lists clean, and access top security features to protect your email addresses and domain.
There you have it: now you can start making the most of these simple email marketing best practices suitable for all types of businesses, regardless of their size and budget.
Once you start implementing them with the help of affordable email marketing tools like ConvertLoop and enjoying their positive business results, you’ll wonder why you didn’t start sooner!
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