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Four tips to supercharge your email marketing

By: Tiffany Esposito, MBA, CCE, IOM, APR, President & CEO, SWFL Inc.

You’ve probably heard that both businesses small and large are using email marketing to grow their revenue, reach new audiences and better engage with their customers. But with all the hype, is email marketing worth it?

At SWFL Inc., we had the pleasure of sitting down with Nella DeCesare from WBN Marketing and discussed how you can supercharge your email marketing efforts and optimize the time you spend doing it. Here are four tips that came from that conversation…

Personalize your emails. Email marketing is more than just sending out a few emails every month. It’s about creating a relationship with your customers and nurturing them every step of the way. A great way to do this is by personalizing your email campaigns. According to Salesforce, 84 percent of customers say being treated like a person, not a number, is very important to winning their business.

Segment your email lists. Segmenting your email lists allows you to send targeted messages that appeal to a specific segment of your customers, such as new subscribers or those who have purchased a certain product or service. This process will help you increase engagement and improve conversion rates, while also reducing the costs associated with sending non-targeted campaigns like unsubscribes.

Keep your email lists clean. To maintain a successful email marketing campaign, you're going to need to continually keep an eye out for bad subscribers and constantly remove individuals that don't open your emails. We recommend doing this every six to 12 months.

Pay attention to how many emails you send. One question frequently asked by small businesses that are just getting started is how often they should be sending email campaigns to their subscribers. Like most things in business, there isn't a simple answer, and it all seems to depend on your target audience.

In short, when you want to grow your business, acquire new customers, launch a new product or offer a promotion, you turn to email. Why? Because email delivers better results than any other marketing channel.

If you'd like to learn more about how your business can optimize its email marketing campaigns, check out our upcoming Digital Marketing Course on Email Marketing on Tuesday, July 12 from 8:00 to 9:30 a.m. We'll discuss the basics of email marketing and deliverability, talk about best practices and even explore the most popular email marketing services you can get started on. To register and for more information, visit