Why and how to revamp your email marketing strategy

OK, we’re getting to the end of the year (I know, everyone’s telling you that, and for good reason!)

If you haven’t thought about looking at your email marketing strategy for next year, I’m here to tell you that you should! Actually, you should be reviewing your entire marketing strategy, but let’s focus on email since that’s what this entire newsletter is about!

Why Revamp Your Email Marketing?

Have you noticed how quickly things change, especially in digital marketing? Staying ahead of these changes is important for any business. And you know what? Email marketing isn’t static. It’s constantly evolving.

If your emails feel out of date or aren’t bringing you the results you want, it’s time for a rethink! Put it this way – think of it like refreshing your shop window display. Changing it keeps things interesting and it draws people in.

Signs You Need a Change

How do you know it’s time to revamp your strategy? Look out for these signs:

• Declining open and click-through rates
• Feedback or lack of engagement from your audience
• Changes in your business or industry
• Availability of new tools or techniques

These signs show that your current approach might not be resonating with your audience or that you’re not capitalising on the latest trends and tools.

Getting Started: Set Clear Goals

If you’ve been following me for a while, you know I always start with defining what you want to achieve. Do you want to increase sales, boost engagement, or grow your subscriber list? Having clear goals helps you measure success and guides your strategy.

Understanding Your Audience

The heart of effective email marketing is understanding your audience. What are their needs, interests, and challenges? Use surveys, feedback forms, and engagement data to get insights. This understanding helps tailor your content to be more relevant and engaging.

It's All About the Content

Great content is what sets your emails apart. Focus on providing value. Share tips, insights, or stories that resonate with your audience. Remember, every email is an opportunity to build a relationship, not just make a sale. Also remember that sometimes, it’s OK to ask for the sale!

Personalisation Makes a Difference

Address your subscribers by name, recommend products based on past purchases, or send them content based on their interests. Personalisation shows that you understand and value your customers. This is only going to get more important. So do the groundwork and understand your subscribers.

Optimise for Mobile and Accessibility

With most emails now opened on mobile devices, ensure your emails look good and are easy to read on smaller screens. Use responsive design and test your emails on various devices. You should also make sure your emails are accessible. That means bigger font sizes (also good for mobile) and adding image descriptions are the minimum to ensure those with visual impairments can also access your emails.

Automation and Segmentation

Automation saves time and ensures consistency. Use it for welcome emails, birthday greetings, or regular updates. This is your secret weapon in making sure those emails you always mean to send out get sent. When you’re starting out, they don’t have to be complicated!

Segmentation, on the other hand, involves dividing your list into different groups based on their interests or behaviour. This allows for more targeted and effective communication. Figure out how you want to do this even if your list is small. Your future self will thank you when your list has grown and it's easily segmented because you’ve already planned how.

Testing and Analytics

Test different elements of your emails (like subject lines, content, or send times) to see what works best. Testing is your friend. BUT make sure you only test one thing at a time, otherwise, you’ll never know what made the impact (positive or negative.)

Use analytics to track your performance and make data-driven decisions. Pay attention to metrics like open rates, click-through rates, and conversion rates. They’re all sending you signals to help you make your emails better.

Stay Compliant

Ensure you’re following regulations like GDPR. Get consent before sending emails and provide an easy way for subscribers to opt-out. Respecting privacy builds trust.

Incorporating Feedback

Listen to what your audience says about your emails. Their feedback is invaluable for making improvements. If they’re not actively telling you, ask them. Like I am in this survey.

Regular Reviews

Get into the habit of reviewing your email marketing strategy regularly. Just because you created a strategy doesn’t mean you can’t change it if you need to. What worked last year might not work this year. Stay adaptable and open to change.

Revamping your email marketing strategy is an ongoing process. It’s about staying relevant, understanding your audience, and making the most of the right tools for you. Remember, the goal is to build lasting relationships with your customers through effective and engaging communication.

By following these steps, you can breathe new life into your email marketing efforts, ensuring they continue to be a powerful tool for your business growth.

Feeling overwhelmed? Skip the guesswork with my?Small Business Email Marketing Course! I've designed it for complete beginners, walking you through each part step-by-step. Don't wait - make your emails work for you today!

Hey, I'm Minal, and I love helping small business owners figure out their marketing. That's why I started?Marketing by Minal. No time on your hands? No problem, I've got you!

You need someone to help you figure out how to do your marketing in a way that feels right for you, with the money and time you’ve got. And I’m here for that. When you enjoy doing your marketing, it all falls into place and you see results.

Why work with me? Because I want to help you work out how to do things your way so that they actually get done. And of course, have fun along the way. That means listening to you, understanding your challenges and preferences and giving you jargon-free advice.

If this sounds like just what you need, subscribe to this newsletter today!