Email Marketing: 3 Things You Need To Focus On Now - Email Marketing Expert Australia | Copywriting & Strategy
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Email Marketing: What Small Businesses Need To Focus On

Email Marketing: 3 Things You Need To Focus On Now

Heads up #1: Email isn’t going anywhere. In fact, it’s only going to grow in importance and become the key marketing channel for all businesses.

Here’s five fast facts to help get your head around where it’s at:

1… The amount of emails sent each year is expected to reach 246 billion by the end of 2019 (Radicati). 😱

2… 73% of millennials prefer email for business communication because it is a ‘part of the everyday life’ (Clickz). ⏰

3… People are twice as likely to sign up for your email list as they are to interact with you on Facebook (Forrester). 👍🏻

4… Subscribers check email while watching TV movies (69%), in bed (57%), and on holiday (79%). Percentages increased for millennials aged 18-34 (Adobe Survey). 📺

5… And most recently, a study found that office workers spend 2.5 hours per day with their personal email, most of which takes place in the morning before they get to the office. And 90% of consumers said they check their personal email during working hours (CMO, Adobe). 📩

Regardless of the figures or stats I throw your way, the bottom line is that email isn’t a ‘nice to have’ anymore. It’s super important for you to grow and continue to grow your business now and into the future.

Heads up #2: Not only is email marketing important to have now, but the future of email marketing is set to radically change over the next five years.

I could write a whole post on it!

BUT, that information isn’t going to help you at this very moment in your business journey.

So with that in mind, I’ve created a list of 3 key things you, as a business owner, need to be doing NOW so that you don’t get left behind later.

Ok, let’s go!


1. Prioritise email in your marketing strategy

In 2018 it became apparent that our social media data wasn’t exactly secure. So much so that Facebook made an ad about how bad Facebook has become.

While social media isn’t going anywhere, depending on it as your number one marketing channel is a risky gamble.

Also, think about how hard it is to gain organic reach these days compared to a few years ago. Unless you’ve set yourself on fire while hula hooping in a pit of snakes your posts aren’t going to have the same reach.

That’s one of the reasons why email still remains the channel consumers prefer to use to interact with their favourite brands.

What does this mean for your business?

Get serious about growing your subscriber list.

Think of what incentive you can offer to entice the right people to sign up to your list. Also, create ways you can promote your sign up form on your website and beyond.

Check out my guest blog post on Digital Mums Directory: How to Get People To Sign Up To Your Email Marketing. It also includes my free download: 37 Lead Magnet Ideas To Grow Your Email List.


2. Start segmenting your email data in the right way

As technology becomes more sophisticated so too will our ability to segment in a much more meaningful way.

This is important because the more you know about your subscribers the more targeted your content will become and the more engaged they be with your brand. Think: less but more targeted emails in future.

You may start to see words like hyper-segmenting or micro-segmenting pop up from time to time. Apart from sounding a bit wanky, these are important terms to have on your radar now.

What does this mean for your business?

Look for ways to enrich your existing data set. How can you collect more information about your subscribers and customers that will benefit your business in the future?

Create ways that you can pose important questions to help you understand more about your ideal customer.

Ensure that you’re utilising the tagging function on your Email Service Provider’s platform to collate this data in a meaningful way for future use.

For example, I tag subscribers based upon how they enter my email list (where I need to be more). I track what they have downloaded (what they need from me). I use a short survey in my welcome sequence to get a sense of what they want to hear more about in the future (what they need from me in future) and also where they are at with email marketing for their business (establishing their starting point).

I’m going to talk more about how to do this. Stay tuned!


3. Setting yourself up for creating a seamless customer experience

Right now, you’re probably coordinating your marketing activities by first creating content and then thinking about which marketing channels you’re going to use to push it out. Yes?

In the (not-so-distant) future you’ll be able to share real-time customer data across your marketing channels. This means that your marketing communications will start to move towards trigger-based communications that reflect how your customer is interacting with your brand.

You’ll start to build content based on business rules and create ‘environments’ for your customers to move around in.

What does this mean for your business?

Take steps to help you get into the right mindset later.

Start by connecting at least two of your marketing channels this year with the goal to re-target customers though an automation. The idea is to think about your ideal customer’s day and how they may interact with your brand.


A. Link your e-Commerce site to your Email Service Provider. Create a new customer automated email sequence that gives a new customer a tailored experience with your brand from order to delivery and review. The goal is to ‘be there’ for them post-purchase.

B. Link your Email Service Provider to your Facebook page to make the most of the custom audiences feature. The goal here is to re-target your existing customers through ads, find look-a-likes and sync your messaging to customers in the right way.

There are guided tutorials for Mailchimp and Active Campaign to get you started.

These are just two examples and you may have other ideas that you’d like to try.

Do you have any predictions for email marketing over the next five years? Share with me and let me know.

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