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Marketing is essential for business growth. Through the right channels, customers get to know about your business, what it stands for through your branding and the goods or services you’re offering. How you present your brand to the public and how they perceive it will determine whether you succeed or fail.
As such, it’s imperative that you market your business in the right way so that you can send the right messaging to the audience you are targeting, one that resonates with them, and they can identify with.
Fortunately, there are many marketing techniques you can choose for every level of budget. Social media can be a very effective and valuable tool as it often doesn’t have to consume large amounts of investment.
Even the biggest brands pursue a social media strategy as part of their arsenal of tools to expand their customer base.
Email marketing is another popular marketing channel. Depending on the source of the emails, the recipients can be considered high or low prospects.
As such, it’s very important that you research best practice on how to execute email marketing before you start investing your time and money. Read on to learn more about how you can max out your qualified client list using this method.
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Set your goals
Every marketing strategy has to start with a set of goals and targets that need to be established before any activity can be initiated and considered a success.
What do wish to achieve with the campaign? How many leads do you wish to convert within a given period of time? Your answers to these questions should act as your goals.
It’s worth noting that your initial steps in email marketing don’t necessarily have to be aimed at converting leads. Your goal might be the determination of whether your subscribers are still interested in what you are offering them.
After the first round, you can group all subscribers based on their responses. By so doing, you’ll be able to know which subscribers are engaged and likely to be part of your continued customer base. The email recipients that fall under this category should be engaged using a more target-based campaign.
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Utilize technology
Technology offers a great way to max out your client list through email marketing. Various innovative templates and workflows can be utilized to enhance your productivity in reaching as many potential customers as possible.
You can also use technology to group your audience into various categories or segments. This way, you’ll know which set of prospective clients should be targeted by which of your activities.
Scheduling emails can be hugely beneficial to an email marketing strategy in reaching peoples inboxes at the best possible time.
Field service job management software can really help with this as your day-to-day operations and marketing campaigns can all take place on one platform. Jobber is a great example of this where email campaigns can be fully integrated into the software using MailChimp.
For instance, if you’re using management software to schedule and manage your field service team, you can utilize the client list in the database to build your email list too.
The advantage of using these lists are the fact that the target audience already knows who you are and what you do, so it’s easier to attract them back and encourage repeat custom.
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Create your email list
You can’t run an email campaign without a list of contacts in which to send your messaging. A good place to start is to share useful tips, updates and any available offers.
You can do this on a regular basis but be mindful of not spamming people otherwise they are likely to unsubscribe which would be to the detriment of your efforts.
Separate your list of contacts into different target lists and experiment by sending them slightly different messages.
Remember, your customers will all have different levels of needs, so your messaging will need to be personalized enough to speak to them as individuals to make them feel special and valued.
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Use the right type of email
Before you start your email campaign, make sure you understand the types of emails you are creating and when they can be used. For instance, what should the message be when interacting with someone for the first time?
What should you write if the target has already used your services before? It’s crucial that you consider these questions because they can determine the type of message you’ll write and level of response you will get as a result.
Here are some of the types of emails:
- Promotional email
- Confirmation of sign up
- Welcome email
- Weekly or monthly newsletter
- Cart abandonment emails
Knowing how to utilize these email types is a skill you should learn because any mix-up could cost you in revenue and negative feedback.
For instance, if you send a welcome email to an existing customer, you can quickly appear to them that you don’t value their custom and that your communications are unprofessional and unwanted.
This must be avoided at all costs. Also, if you plan to send promotional messages, remember to do so only when the customer already has an idea of what your brand offers. This way, the chances are much higher that they will be interested in what you have to say.
Cart abandonment messages are another set of emails used by most e-commerce businesses to engage customers.
The primary objective of these emails is to remind prospective customers of any items they have left in their cart before checking out. It might seem like a simple message, but it can generate a lot of revenue in the long run.
However, this alone doesn’t guarantee growth in your customer list. You’ll need to have quality products and services in your catalogue and sell them at an appropriate price.
This way, when a visitor converts, they’ll be tempted to come back for more or refer you to someone else further down the line.
Conclusion
How you market your business determines how much growth success you’ll enjoy in the long run. Therefore, before you start your digital marketing campaign, it’s important that you set your goals and work towards achieving them.
You can meet these objectives by utilizing modern technology and using the right email messages in your campaign program. By following the information discussed in this article, you’ll be a step closer to success in the market.
