Local Tech ECO Denver SME Email Marketing Tips, John Oechsle.

The CEO of Swiftpage provides hands-on tips for Denver entrepreneurs to improve their email marketing campaigns with marketing automation technology

John Oechsle, CEO and President of Swiftpage, a Denver-based CRM, email marketing and marketing automation technology provider, knows a thing or two about effective email marketing technology for SMEs. Not only does John work with thousands of small and medium-sized businesses across the country to help improve their email marketing technology and execution, but he is also extremely involved in the local tech and small business scene in Denver.

Recently, you have been receiving many requests from Denver entrepreneurs for tips on how to improve the ROI of your email marketing campaigns. The key, as Oechsle puts it, is to use marketing automation technology to enhance and maximize the value of your email marketing campaigns.

Local Tech ECO Denver SME Email Marketing Tips

See Oechsle's thoughts on the topic below if your small business could benefit from an improved email marketing strategy / technology:

Email marketing is one of the strongest and most efficient ways to reach your customers. In fact, the average person reviews their email about 15 times a day. With an estimated 293.6 billion emails being sent worldwide in 2019, it's safe to assume that your customers receive a fair share of email communication. So how can your small or medium-sized business (SMB) make sure your email marketing is prominent?

Integrating marketing automation with your email marketing campaigns is absolutely essential to give your SME the competitive advantage it needs. The information in your Customer Relationship Management (CRM) system is incredibly valuable, and it is time to leverage that value through complementary marketing automation technology to enhance your email marketing. Email marketing can be as powerful a tool today as it ever was, it can no longer exist on an island. Instead, consider the following tips for maximizing the value of your company's email marketing campaigns with integrated marketing automation technology.

The standard email campaigns of yesteryear

In the past, simply having an email campaign was enough. Especially as SMB, there wasn't much expectation from customers to tell them about updates or special offers. SMEs could communicate with their customers with a generic affair and a greeting like "Dear Friend", and the message would be transmitted. Now that our email capabilities and our target audience have matured, so should our email marketing tactics. Customized targeted email marketing that leverages marketing automation and CRM data will put your SME in the best place to secure clicks and even increase revenue.

Processable customer data and measurement

Your CRM is packed with great, juicy data that is waiting to be analyzed and used to help grow your business. Here are some types of information collected through marketing automation that are likely to be found in your CRM that could help you create more solid email campaigns.

Opening rates - This is the percentage of people who actually open the email they sent. Not only that, but your CRM will be able to identify which customers are opening their emails for even deeper immersion in their base customer.

CTR: Clickthrough rate, or CTR, is the number of people who not only opened your email but clicked the link to navigate to your website or landing page. This number can show how convincing their content and their calls to action were.

Navigation: From the click to your website, you can now track that client's track and track where they visited your website and how they came to each page.

Visit Duration: You will know how much time your customers spent on each page, as well as how much total time they spent on your website.

Outcome: Finally, you can also track the sales funnel and determine the outcome of your visit, for example, if the customer left your website or left.

Outcome: Finally, you can also track the sales funnel and determine the outcome of your visit, for example, if the customer left your website or left your website or completed a purchase.

All the essential data will be captured and stored. By combining this captured information with marketing automation, SMEs can take extra steps to capture their customers' attention and build on the relationship.

Customization

One of the most impactful ways in which marketing automation enables us to improve the email marketing experience is through personalization. Today's customers expect a lot from the companies they buy from, and an effective leads program can provide a completely personalized marketing experience to meet each client's needs. Statista notes that emails without personalization showed an opening rate of 13.1 percent, while those that included personalization had an opening rate of 18.8 percent. Use marketing automation to personalize communication with your customers will be worth it! Personalization can include anything from using a customer's name, asking about a recent purchase's performance, or individualized product suggestions based on their search and interest history.

Segmentation and testing

With the information collected from their CRM, SMEs will also be able to digest and detect similarities between their customers. This will allow segmentation (or grouping) of customers with similar traits, including demographics, purchase history and even opening rates or CTR. Separate campaigns can be developed for each segmented group, targeted to specific actions or interests for each email. Campaign According to the DMA National Customer Email Survey, a targeted email campaign can generate a revenue increase of up to 760 percent compared to a one-stop-only campaign.

Combining segmentation with marketing automation allows marketing specialists to tailor their customer needs to different approaches. Creative or alternative subject lines for a specific group of customers can be launched as an A / B test. Customer retention can be addressed by trying to attract customers who have stopped opening emails by trying a new email template. and updated. This will allow small and medium-sized businesses to potentially cultivate a relationship, retain customers and secure shopping, where their previous marketing efforts may have been falling.

Identifying trends

All of this data and automation can help SMEs identify trends in their customers and business cycle. Emails that advertise a special offer or sale may have the highest open rate and drive the most revenue. Or you may find that CTR is highest when an email links to a blog post with interesting and useful information. By using marketing automation and their CRM, these trends can first be identified and then used to predict the future performance of email marketing campaigns and can even help set goals. and ROI expectations.

Open for business

Email marketing days are not counted. In fact, email marketing campaigns will continue to grow and thrive in the years to come, as long as they are accompanied by appropriate complementary marketing automation technology to help gather, analyze and use information to create robust and effective campaigns targeted at and customer stimulation.