Did you know, email marketing remains one of the best ways to get conversions for your brand? This form of marketing has an incredibly high return on investment (ROI), with every dollar invested earning a return of almost $36. Email marketing is an incredible tool to revolutionize your marketing campaigns if you’re a small business owner. Here, we cover how email marketing can transform your marketing strategy and benefit your small business and how to target a select niche with your next campaign. 

Crafting an Email Marketing Campaign

No matter the size of your business, marketing is all about targeting a specific audience. This targetting is doubly important with email marketing. While you can host an email campaign that reaches a wide audience, the wider your aim, the fewer click-throughs and engagements your campaign receives. 

Before you send out your next email campaign, take a moment to sit down and think about your target audience. Review any demographic information you have and past marketing campaigns to figure out who your business already reaches. A good marketing campaign takes advantage of your active customer base and targets current and repeat customers.  

Choosing the Right Email Marketing Campaign Style

Remember, many different email marketing styles exist, including abandoned cart reminders, repeat customer deals, and newsletters. Therefore, determining which email marketing style you want is crucial to your marketing plan. Thankfully, there are ways to narrow down your options, like reviewing past campaign engagement or demographic information to find out what style of email marketing works for your target niche. 

Another way to narrow down your next email marketing campaign and boost your ROI is to allow your customers to decide what email marketing they receive. Again, this narrowing down is easy to achieve. All you need to do is let your customers dictate what mailing list they join when they provide their email at checkout or through your subscription service. 

This allows you to track your customer’s interests easily and guarantees customers aren’t flooded with marketing campaigns they’d rather not hear from. Ensuring your customers opt-in to future marketing campaigns cuts down on unsubscription numbers and boosts your engagement levels, making it a worthwhile investment for your small business. 

Using Demographic Data to Target Niches

Similarly to allowing customers to pick their advertising niche, using existing demographic data on your customers can make targeting niches easier than ever. Customer data is an important part of marketing, and knowing what niche your business performs well with is crucial to crafting an email marketing campaign. 

Not only does demographic data elevate your marketing, but it can also help you predict email campaign responses. For example, according to some research, Gen Z has quieter inboxes than other age groups, meaning they’re likely to respond to emails faster and more consistently than Millenials. 

While Millenials still use their email, they tend to get overwhelmed with spam-adjacent email campaigns, meaning they value well-crafted email campaigns that have inherent value, like newsletters or business updates. 

No matter the demographic, providing value with email marketing campaigns is crucial for engagement. Crafting marketing campaigns that offer value is a great way to build your brand’s identity and entice customers. Thankfully, value comes in many forms, especially when crafting content. 

For example, for websites crafting articles provides informational value. However, sending full articles to your client’s inboxes is a recipe for disaster. Instead, balance value with marketing in your email campaigns. Update clients and customers on new products, business directions, and deals while providing engaging content. Once again, allowing customers to dictate the email marketing they receive can elevate your engagement numbers and keep your customers clicking on new emails. 

Importance of Reviewing Past Campaigns

As with any marketing, keeping track of customer information and engagement levels is crucial to crafting future marketing campaigns. If you don’t know your target niche or have no information on past marketing campaigns, you’re missing out on a key part of marketing for your small business. 

Keep track of past engagement, note if a previous campaign succeeded or underperformed, and use that information to drive your next marketing campaign. Learning from past marketing campaigns is one of the most important parts of marketing for your small business. Since every marketing dollar counts, you want to prioritize campaigns that succeeded in the past and build upon previous marketing experiences. 

While it can seem overwhelming to track the success of your marketing campaigns, setting concrete goals, metrics, and time frames can speed up this process. Before starting any marketing campaign, set a clear duration and objective, and track consistent metrics to determine if the marketing campaign performed well. 

Stick to these goals. While you may be tempted to stretch the duration of a campaign if you do not see results, stick with your original metric to better determine if that marketing campaign worked for your business. Marketing, especially email marketing, builds upon past experiences, so tracking these experiences and learning from them is key to the success of your business in the long run.

Driving Engagement with User-Generated Content

If you’re not harnessing the power of loyal customers, you’re doing your small business a disservice. Customer loyalty is the pinnacle of the sales funnel and is a precious resource for any marketing campaign. While your target platform may email, using user-generated content (UGC) from other social media platforms builds brand awareness, engages future customers, and acts as a positive review for your business.

Examples of UGC include product videos from satisfied customers or a hashtag campaign for your business. Including these videos, pictures, and more in your email campaigns makes your brand feel more personable and builds authenticity. While you can include staged product photos in your emails, customers are more likely to engage with real reviews from real people, so including this content in your next email marketing campaign can boost your engagement and target specific customer niches. After all, satisfied customers are the target niche of any business, so why not use them to your advantage?

Crafting an email marketing campaign can seem overwhelming. If you’re looking for professional marketing experience, Planted Marketing is here to help. Our team of experienced content creators and marketing experts can elevate your business and support you in crafting marketing campaigns that reach your target niche. If you have a small- to mid-sized business, contact us today to learn more about our small business deals. 

Planted Marketing is a full-service digital marketing agency that specializes in educational marketing and community building. We are experts at building email automation, email journeys, and writing newsletters that not only get opened but lead to sales! Want more info? Send us a message at info@plantedmarketing.com. Talk soon!