Types of Business from an Email Marketing Standpoint

Businesses are in a constant mission to improve their results, although it’s not obvious how small changes can address bigger problems. And I have been asked about the challenges business owners face and what really works for them.

This is why I thought that it would be great to share some of these real-life situations, the lessons learnt and best practices to consider.

Businesses with Front End Profits (ads)

These types of businesses generate their revenue via advertising. With processes and ads that are well tuned, having 30k contact or even more, and has the potentiality to scale up quickly. However, since the focus on acquisition is mainly through ads, the lack of engagement with present clients is inevitable. 

Furthermore, ads are in continuous price hike which is also why it is not a good long term strategy for businesses to rely on. And it could improve its revenue by 30% or more only by using email marketing. But the good thing is that there is always some room to improve on. Such as:

• Create and implement a linear Email Marketing Strategy
• Create a Re-engagement campaign to tap into the current leads and customers
• Take advantage of the CRM functionality inside of ActiveCampaign to track customer’s journey
• Implement Engagement Tracking
• Rely on Automations to run surveys that will ask for testimonials and referrals

Businesses with Email Deliverability issues

Email deliverability is a critical aspect of the email marketing program for this type of business since revenue is achieved from both advertising and email marketing. The success of the email strategy largely depends on how well the emails are delivered as they can never be opened if they are never seen by subscribers. The advantage of having this kind of strategy though is that it already taps into the power of email marketing and can generate over 70k contacts.

However, the disadvantages it brings out are the lack of knowledge around email marketing strategy, penalised revenue generation due to constant broadcast of emails to their entire list, clients are receiving simultaneous multiple emails, even if customers made a call-to-action (CTA) they would still continue the same emails, and customers are not engaged with the email with an open rate of lower than 20%. So the question is how should we improve this? Here are some strategies you can apply:

• Implement an Email Marketing Strategy that will increase engagement
• Focus on best practices for email deliverability
• Update DNS records (SPF, DMARC and DKIM)
• Implement Engagement Tracking
• Exclude bounced emails
• Have a liner customer journey where customers are receiving the right emails with the correct message at the precise time
• Review emails and ensure customers aren’t getting multiple emails with different topics that aren’t matching and instead, disrupting the client experience

Businesses already Using Email Marketing

Businesses using email marketing do encounter technical and deliverability issues even if they already have good knowledge about email marketing and generate most of their revenue through emails. With that, they can improve their process and strategies by making simple changes. 

Also, the good thing about these businesses is that they have a list of over 100k contacts, they are already tapping into the power of email marketing (and would only require few changes to increase revenue or improve the process), and they already have a good strategy that works for sales.

However, these email deliverability issues can cause sales’ decrease or in the long run cripple the business. Hence, the email marketing strategy needs to be improved to create more engagement.

So here are some prescription strategies they can implement:

• Review deliverability best practices
• Improve automation structure by Introducing goals per automation
• Introduce integrations that will save time and improve revenue along with customer experience
• Ensure historical tags are in place and take advantage of reports to take measured actions towards marketing efforts
• Introduce a follow-up sequence that will educate and provide the leads one more opportunity to purchase
• Introduce automation that will run a survey then ask for a testimonial/referral
• SMS orchestration
• For the Monthly promos, add a time counter with a deadline to the email campaigns
• Consider sending a re-engagement sequence to old leads (inactive)
• Use CRM automation to increase customer experience

That’s it about businesses and email marketing! Let me know if you have any questions or experiences to share!