This is a guest post written by Victoria Greene. Want to contribute? Check out the 2018 publishing calendar.

Whether you’re reaching out to new leads, or re-engaging old ones, it’s no secret that a robust email marketing strategy is a powerful tool for growing your business and client base. Of course, there is always a fine line to tread with this type of marketing. While you want to reach as many people as possible and keep your brand’s name fresh in their minds, you don’t want to risk becoming an annoyance.

As such, it is vital to target your email marketing effectively, delivering tailored and well-timed communications to maximize the impact of your campaign. Fortunately, this is not as difficult a task as it might sound. To help you get off on the right foot, here are some tips for building a winning email marketing strategy, and maintaining its effectiveness as your business grows and evolves.

Segmentation

Even if you provide coaching at all levels and across a range of industries, it’s important to have a clear idea of your strengths and specialties. This will enable you to advertise more effectively, and target your email recipients with more relevant and impactful messages. Of course, you can have a variety of core specializations, but even then, it is important to promote the correct services to each member of your audience.

The key to this is email segmentation. This means dividing your mailing lists into groups of people with common factors, such as their interests, their interaction with your business, and even lead viability. By narrowing the target persona for each email campaign, you can engage more effectively with your audience, and make your communications feel more relevant and personal to each individual.

This practice helps to build trust and familiarity with your brand, which is essential if you want your audience to place the future success of their business in your hands.

Visual Appeal

You probably already know how important aesthetics are when it comes to marketing. It’s not just about having a great brand, great service, and carefully-selected niche. At the end of the day, all of this can only have an impact if your potential clients stick around long enough to find out what you have to offer.

Everything from your color scheme to your choice of font can play a part in converting leads into customers. Other important elements to include are high quality images that are in keeping with your brand identity, and interesting, informative video content. This could include a behind the scenes look at your business and its aspirations, or perhaps a brief explanation of who you are and what you do.

Not only is a visually appealing email more likely to be read, but it also makes your business appear more professional, and enables you to transmit more information in each email, without bombarding the recipient with reams of text.

As with every aspect of your marketing efforts, it is important to nail your email aesthetics, as you want your potential clients to feel confident in your ability to provide valuable, actionable advice. This means you need to take a leaf from your own book, and put your own advice into practice to show your audience that you know what it takes to make a business a success.

Reengagement

If clients fail to return to your business, it does not necessarily mean that your service wasn’t up to scratch. In fact, more often than not, they have simply been caught up in other things, and have put your business to the back of their minds. This is where email marketing can be particularly effective, as it not only reminds individuals about your brand, but gives them a reason to revisit your website and consider using your services again.

Based on an individual’s previous interactions with your business, you can structure your marketing communications to meet their specific needs or preferences. For example, if they initially came to you for a reorganization strategy, why not offer a review consultation, or a refresher session?

By focusing on the services that are most relevant to the individual, you are not only more likely to pique their interest, but you also begin to build a sense of trust and familiarity. Your client will feel that you understand their needs, and have their best interests in mind. Round this off with some carefully selected offers or promotions, and you’re already well on your way to a winning strategy.

Automation

Finally, you should consider implementing email automation. The beauty of this is that it enables you to schedule carefully-timed email sequences to a range of clients, without adding to your workload. Automation lets you deliver marketing communications based on readily available client data such as location or personal interests. The email automation tool Moosend takes this one step further with their advanced segmentation functionality, through which you can use custom client data to create highly-specialized customer lists. This makes it ideal for sending targeted emails to regular customers, new clients, inactive ones — the possibilities are virtually endless. If you have the data, you can target with it.

A robust system can also adjust the frequency of communications according to individual preferences, and collect data on audience engagement, enabling you to optimize your approach for future campaigns.

It can take a bit of extra work to get your email marketing campaign up and running, but if you put in the time and follow the tips above, you will soon see the benefits. Plus, not only will this enable you to more effectively engage leads, and reconnect with former clients, but it also provides a reliable baseline for future campaigns.

Remember, even when your target audience changes, the premise remains the same, so it is important to learn from each campaign, in order to make the next even more successful. Listen to client feedback, and pay attention to what works, and what doesn’t. Before you know it, you’ll be an email marketing wizard, and you’ll even be able to include this knowhow in your business coaching repertoire.

About Victoria Greene

Victoria Greene is a Chicago-based freelance writer with a passion for digital marketing and branding. For her thoughts and knowledge on the subjects, check out her blog, Victoria Ecommerce.

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