In the competitive landscape of digital marketing, an effective email marketing strategy is not just about sending a message—it’s about building a connection. For a business, this connection can be the key to navigating a significant change, such as a rebranding, while also nurturing new growth.
CraftWorks, a painting company in California, provides a perfect case study. Faced with the dual challenge of reintroducing themselves under a new name and generating leads for their commercial services, they partnered with our full service email marketing agency to develop an email marketing program that directly addressed these goals.
The results have been clear: consistent inquiries and a powerful demonstration that a well-executed email strategy can be a core driver of business success.
Case Study: Email Marketing Services for Small Business
CraftWorks is a rebranded painting company in California. Their marketing goal when using email was twofold:
- Remind the market that they are the same people from the former company
- Drive more leads for their commercial side of the business
The challenge for the CraftWorks team was how to balance these objectives at the same time without missing opportunities to capture new sales and maintain loyalty from their existing customer base.
The strategy we use each month when developing an email newsletter for them is designed to address those two goals (take a look at their most recent email).
- For the rebranding, at the top we mention that it’s the same owners, staff, crews and of course, excellent service!
- In the body, we profile some of the employees, giving a “human aspect” to the business. In the middle of the email, we include a “Meet the Team” button that links to the website.
For the lead generation part, we write content that a new or previous customer would find of interest. We mention issues that we know are a concern for commercial customers, such as budgets, timing and minimizing disruption. The content is always customer-focused, and delivers useful, relevant information their target audience finds engaging.
How do we know their audience is interested in their email newsletter content?
The metrics tell a consistent story. Strong open and click through rates together with a regular trend of fresh new leads following each email newsletter, month after month.
Alongside the story the email metrics tell is how we use that information on an ongoing basis to continuously improve their email marketing program for them. That test-observe-review-innovate cycle that doesn’t happen once. It’s a core component of their email marketing and an essential part of their business success.
Results
The lesson from this email program is that when you regularly stay in front of your audience by sending a sharp looking email, with carefully crafted copy that follows email marketing best practices…your phone rings!
Best Email Marketing Services for Small Business
This client in this case study has been working with our email marketing agency, Solutions for Growth, for years. We not only manage their email marketing, but also designed their cool logo!
The client consistently tells us that they love the results! They share that every time we send out an email, they get inquiries. The fact that they continue working with us, means that EMAIL WORKS and that they are pleased with our work as a marketing agency that specializes in Constant Contact email marketing.
Want the same exceptional results for your business? We do too! Schedule a call with our email team for a free audit of your email newsletters.
Schedule a call today for a free consult.
Email Marketing Resources
While you are thinking about how to improve your email marketing program, check out these other helpful resources to help you navigate email marketing best practices, segmentation, automations, and integrations.
Learn about what works and what doesn’t, from writing compelling subject lines to optimizing your calls to action, design style, and much more.
5 Ways to Get More From Your Campaigns
How to Write Better Email Newsletters
Email Metrics That Matter Most
How to Integrate Email Marketing with Other Marketing Channels
How to Elevate Your Email Marketing Strategy
How to Set Up Advanced Automations in Constant Contact
Check out our YouTube channel for step-by-step email marketing tutorials, webinars, and quick tips.
Email Marketing Consulting
Transforming your email marketing program into a lead generating powerhouse that delivers a high ROI requires expertise and time–two things your in house marketing team may not have when it comes to email newsletters. That’s why we’re here!
Take the first step to understand what’s working in your email marketing and what needs to be retooled. We’ll help you make sense of the story your newsletter metrics are telling you and guide you on what to do about it.
Email Marketing Q&A
Better results from your email marketing starts with asking smart questions about your program. Go beyond open and click through rates to really dig into the email performance metrics that can uncover new opportunities.
Are my email newsletters actually reaching my audience’s inbox?
- What is my deliverability rate? This is the percentage of emails that successfully hit the subscriber’s inbox. Low numbers or declining email deliverability trends are bad. That means your content may be getting flagged as spam, or you may have a large number of invalid email addresses. Keep a close eye on this metric and take action to clean your list or investigate why your emails keep bouncing to avoid getting labeled with a poor sender reputation.
- What is my bounce rate? A high bounce rate (hard or soft) indicates a problem with the quality of your email subscriber list. Hard bounces (permanent failures) should be removed immediately from your list.
- How many people are marking my emails as spam? Spam complaints are a serious red flag that can damage your sender reputation and negatively impact your deliverability across all of your campaigns. Watch this metric carefully and be mindful of how your content may trigger spam filters when it doesn’t adhere to best practices.
Is my newsletter content resonating with my target audience?
- What is my open rate (OR)? A high email open rate suggests that your subject lines are compelling and your audience recognizes and trusts your brand. This is crucial first step to better email marketing that drives high quality leads and sales.
- What is my click-through rate (CTR)? A high CTR indicates that your email content is engaging and your call-to-action (CTA) is clear and motivating.
- Are there specific email campaigns or types of content that consistently perform better or worse? Look for patterns in your campaigns. For example, a newsletter featuring a special, limited time sale will likely get a higher CTR than a newsletter that has great content, but no sale promotion. Do your certain newsletters get more clicks? Does the send time or day influence your CTR?
What is the average time a recipient spends viewing my emails? Not much! Remember, your audience is busy, too. They didn’t start their day wondering if your business was going to send a newsletter this morning. Ensure your email marketing template is well designed. Review your content to gauge if it is highly engaging, concise, and aligned with the needs and interests of your audience.
Make a Great First Impression.
Getting more leads and sales from your email subscribers starts with great design. Watch this helpful video guide on small business email template design that will make your brand stand out in a crowded inbox.
Is my email marketing driving business results?
- What is my conversion rate? Understanding what percentage of your subscribers who clicked a link in your emails actually completed a desired action, such as making a purchase, filling out a form, or downloading a brochure, is a key component of overall email marketing success.
- How are my automated email flows performing compared to one-time campaigns? Automated email campaigns, such as a welcome series or abandoned cart emails, often have a much higher ROI and are essential for a healthy email program.
- Are my emails driving repeat business and customer loyalty? A good email marketing program keeps customers engaged long after their first purchase. Part of the value of a long running email marketing program is that it keeps your business top of mind with past customers and is one of the best ways to strengthen customer loyalty.
How healthy is my email list?
- What is my list growth rate? Take a look at how often you are consistently adding new, qualified email subscribers to your list.
- What is my unsubscribe rate? A high unsubscribe rate indicates that your content is either irrelevant, you are sending emails too frequently to your list, or the expectations you set for subscribers are not being met in some way.
- Are my email lists properly segmented? Are you sending targeted messages to different groups of customers within your list? If not, you are likely missing out on opportunities for personalization that leads to higher engagement and better sales.
How often am I cleaning my email list? Periodically removing inactive subscribers will improve your email deliverability metrics and help you get a more accurate picture of your newsletter engagement.
Email Marketing Agency Connecticut
Local to Stamford, CT? We serve small businesses across the country with high performing email marketing services and we’re also in your neighborhood!
When you work with Solutions for Growth, you get a marketing partner with over 15 years of small business email marketing expertise to help you reach your business goals.
Improve Your Email Marketing Strategy
A powerful email marketing strategy is about more than just a list of names. It’s a conversation that can lead to solutions that delight your customers and revenue growth that drives your business forward. By focusing on your audience and consistently delivering valuable content, your email program can become a reliable source of new leads and customer loyalty.
Whether you’re navigating a rebranding, launching a new product, or simply aiming to stay top-of-mind, the principles remain the same: segment your audience, personalize your message, track the metrics that matter, and always look for new ways to improve your email marketing program. By asking the right questions and partnering with a specialized full service email marketing agency, you can transform your email newsletters from a simple communication tool into an unstoppable engine for business growth.
