Managing your email marketing can be difficult in itself, never mind trying to organise the rest of your marketing strategy as well. 

With so many different elements needed to make an effective online marketing strategy, it’s best to try and automate as much of it as possible. There are a few ways you can make it easier to not only manage your email marketing but to get a good rate of return on your investment in it too. 

If you’re looking to start email marketing in Waterford, you want to follow our guide below to be able to compete with national (and international) retailers. 

In this blog post, we’re going to show you a few ways you can use your email marketing to help increase your sales.


Use a CRM software to improve your email marketing campaigns’ conversion rates

CRM (customer relationship management) systems are a type of online software for organising and making sense of audience data. They help you collect and manage customer information that lets you see which of your online customers interact with (and spend more) with you online and in-store. 

CRMs can be used across different departments to help them become more aware of and responsive to your customers’ needs and wants. For example, they can be used by sales reps to see past purchases from specific customers. This will help them during sales calls when offering new products or special offers that are relevant to these customers. 

CRMs can be used in email marketing to help make your email campaigns a lot more effective than they were before. By knowing what different groups of customers are buying, you can target product-specific email campaigns to the customers who are more likely to buy from them. 

Segment your emails by audience type and purchase history

Breaking your audience up and segmenting them is a crucial part of any email marketing campaign. 

If you’re using Shopify for your online shop, this feature is already included and easy to access. 

You can also use a CRM system with your email marketing to help you include a detailed segmentation of your audience.

By separating your audience into different groups, you can send targeted emails to selected customers who will be the most responsive and receptive to what you’re selling. 

For instance, if you’re a shoe shop in Waterford running a promotion on women’s shoes only, you could send out an email blast to customers who have bought women’s shoes from you in the past. Have customers who only buy wide-fit shoes? Send them an email showcasing your new wide-fit shoes in stock. 

By targeting specific demographics, you can increase your conversion rate (the amount of people who click through to your website and buy) – and strengthen the relationship between your company and your customers by only sending them relevant emails. 

Personalise your emails

Personalising the emails you’re sending to your customers creates a much better relationship with them – they won’t feel like they’re receiving a sales pitch, but rather a personal message from you. 

You can personalise emails by changing the customer’s name, subject line, and even the opening line of the email. 

Personalisation is incredibly important when it comes to sending out mass marketing emails. It makes the receiver feel important, and less like one of a thousand emails you’ve sent in the last ten minutes.

Depending on the software you use, you may be able to personalise emails further by recommending products or services they’ve bought before. 

A great example of personalised email marketing for small businesses is florists sending out annual reminders for birthday and anniversary bouquets. 

These little bits of personalisation will make your customers feel a lot closer to you. They’ll feel valued. Being closer to your business will increase the chances that they’ll make a purchase with you again – people buy from companies they like. 

Automate your email marketing

Automation plays an important role in email marketing campaigns. Introducing automation into your email marketing will allow you to worry less about emails going out at the wrong time. You won’t have to be concerned about any human error when sending emails because you’ll know that your emails are going out automatically. 

When you have a CRM system set up with automatic emails, you can schedule emails to go out at the right time for your audience. This will take a huge weight off your shoulders and free up your time to focus on other parts of your business. 

For example, if a customer abandons their cart you can set up an automated email to send to them after an hour or so reminding them that they didn’t check out. These automated emails will help increase your sales and you won’t even have to lift a finger (or remember to send them).

Measure your performance and adapt

Whether you’re emailing 10 or 10,000 potential customers, you’ll want to track and measure your results. 

Even the most basic email marketing software out there will tell you how many people open the emails you send them – and how many are clicking your links and buying from your website as a result. 

By tracking how each email performs, you’ll be able to see what is going according to plan with your campaign and what isn’t going so well. This way you’ll know what you need to improve on and what is working for your business.

Do you need some help figuring out your next email marketing campaign? Get in touch with our team of Waterford marketing specialists today!

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