Just because you are a small business doesn’t mean you lack the resources to integrate email campaign tactics that are deployed by large organizations into your marketing strategy. Email service providers are now making it easier for companies to automate their emails and implement nurturing campaigns, despite having a one person marketing team. All it takes is a little time and patience to outline a strategy, set your campaigns and analyze your results Email1and1.

It is understandable that small businesses are overwhelmed with the amount of features that are now available to email marketers. It is easy to feel like you don’t have the time to log into your system and build out a lifecycle campaign that will engage your audience for the next 6 months to a year. Heck, you can hardly find time to pay your vendors and follow up with your customers. But think of the extra staff you can hire after your email campaigns get a 600% lift in performance.

The cat is out of the bag, everyone now knows that when you sign up to receive something using an online form chances are the follow-up email, regardless of how personal it may appear, is generated through an automated process and not sent by the actual CEO of the company whose name is provided in the signature of the email.

So it will be no surprise to your customer when you don’t personally respond to their online purchase or send a welcome email for joining your company. This doesn’t mean you shouldn’t make your client feel like your email is written for them specifically. Send a welcome message and merge their name into the content. Most email marketing tools allow you to do this with a very simple merge field, something like %%first.name%% or {first name}, you can usually find this in a quick start guide.

If you offer different products and services make sure your message is tailored towards exactly what the subscriber is interested in. This is easy to do using drop down fields in the form or custom forms for each product on your website. You can trigger an email to send when a customer is added to your list, further more you can set a rule that tells your email software to use either dynamic content or choose a specific email template to send based on a certain criteria.

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