Now that we’ve covered our laundry list of various platforms—do you know what features you should be looking for in an email marketing platform? If you don’t actually understand what email marketing can do, you might find yourself choosing your software based solely on branding, price, or pretty templates. And that’s no way to make a major business decision!
If you want to take advantage of the opportunities that small business email marketing can provide, you’ll need to focus on the strategies and tactics that are proven to drive sales. Below, we’ll dive into a few different aspects of small business email marketing and provide helpful tips along the way for strategy, implementation, and optimization.
There is no rule again repurposing old content. Especially when certain content appeals specifically to individual market niches. Almost no one does this though, even though it saves a lot of time. Plus, positioning any page to be more specific in who it appeals to is almost guaranteed to convert better as long as the traffic arriving on that page is from the targeted niche. For example, let’s look at a popular, high-converting landing page template from our friends at Lead Pages.   In this example offers a downloadable free report. Now, let’s say I had already created a report and used this landing page to target answering service companies — but I also want to target law firms. How best to do this? Well, you don’t need to create a new report assuming the current one is also applicable to law firms. Instead, reuse the same report at the incentive but recreate the same landing page with slightly different content and copy. You want to name specifically who you’re appealing to, and use colors and graphics they will find relevant. For instance:
Dave McClure’s Startup Viagra template, as well as Guy Kawasaki’s '10 Slides you need to pitch an investor' have become worldwide standards for the best practices startups need to follow to create and present a deck. Investors are used to evaluating startups using this format of slides, and some tools have done the task of implementing their practices into their software. 
If rounds of split testing, segmentation, and resends still result in low engagement scores for some of your subscribers then don’t be afraid to clean your list. Review subscriber data regularly to monitor activity and engagement ratings. Remove or further segment those who aren’t engaging in order to improve the overall open rates of your primary subscriber segments.
With the right set of tools, you can build your list cost-efficiently and ensure that it’s relevant, filled with people who have expressed a genuine interest towards your brand. Building an email list will take some time, but it will grow over time and has the potential to give you a lot of business in the long run. Hope you give these tools a spin and let us know how it goes - we’d love to hear your feedback. 

Now that you have your email software system in place (step 1) you’re ready for the next phase – the ethical bribe. The ethical bribe is simply something of value that you’ll exchange for the email addresses of the subscribers you want to attract. The ethical bribe is especially important now since people are becoming increasingly concerned about their online privacy. You’ll need a strong valuable freebie to get them to part with their email address.
What we liked: The tool just looks cool, with a black background and icons that pop with colour (imagine Spotify, but for email marketing). It’s also easy to use, and has a zippy and intuitive email editor. We really like the effort they’ve put into their email templates, too, which are some of the nicest looking we’ve seen. Plus, they’ve baked plenty of flexibility into their email editor, allowing you to tweak templates pretty much as you please.
One of the downsides of email marketing is that you are only able to reach the contacts that you already have. However, you can use social media to help you grow your email marketing list so that you have an even larger audience for your holiday sales. One way to do this is to promote your opt-in offers across your social media profiles. Consider offering some sort of incentive for joining your email list, such as a special coupon code.
The best email software providers offer user-friendly interfaces, making it easy for anyone to set a campaign and build appealing newsletters. Worried about HTML and graphic design skills? If you want to build your newsletter in HTML, you can certainly do that. However, it is best to choose a platform offering a wide range of templates and stock images you could potentially use, such as Active Campaign. Some of the best email software also offer tools that test your messages for spam. They will warn you if your text contains words that might trigger red flags from email providers. After all, you don’t want to see all your beautifully designed messages end up in your subscribers’ junk folders without an even remote chance of getting opened. The best email provider services will even block your address if they detect any spam suspicion.
Talk Fusion – Talk Fusion is an all-in-one video marketing solution that features video email, video newsletters and sign-up forms. Talk Fusion's products run on both PC and Mac operating systems and can be viewed by users on any internet-capable device. In addition, you can create video emails on iPhone, iPad and Android devices using the Fusion on the Go mobile app. For video emails, you just choose a template, record or upload a video, and send. The service also includes comprehensive, real-time reports that tell you who opens and reads your emails, what links they clicked, and if they forwarded the email. talkfusion.com

MessageGears – MessageGears is a hybrid email marketing system that combines the security of an on-premises system with the scalability of the cloud. The service connects directly to any local or remote database, data warehouse, e-commerce system, or content management system. There is no need to extract, transform, or load customer data into the system or to move or replicate data. Features include subject line previews and testing, spam testing, and automation, drip and trigger campaigns. messagegears.com

With the right set of tools, you can build your list cost-efficiently and ensure that it’s relevant, filled with people who have expressed a genuine interest towards your brand. Building an email list will take some time, but it will grow over time and has the potential to give you a lot of business in the long run. Hope you give these tools a spin and let us know how it goes - we’d love to hear your feedback. 
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