What you should be doing to grow your revenue and improve your ROI with Facebook & Email Marketing

Social media and email marketing provide huge opportunities for small businesses to engage in a personal and authentic way with their audience. With most email platforms, you can segment your list so customers only receive what’s relevant to their interests and needs, further improving the user experience. 

When you log into Facebook, Instagram, or your email marketing platform, it’s easy to get caught up on one big number - your followers. 

You want it to be bigger, to outstrip your competitors - after all, the more people you have following you online, the more sales you’ll make, right? 

Not necessarily. 

In reality, the number of followers you have doesn’t mean much if they aren’t engaged. You could have 10,000 followers across your social media and email lists, but if they’re not opening your emails, clicking through your posts, or buying from your sales, then what’s the point? 

To make more sales and grow your business using social media and email marketing you need engagement. 

Quality over Quantity 

Growing your audience online through social media and email marketing is an important foundation for eCommerce success, but only to a certain point. Over time, your focus will need to shift to keeping that audience engaged. 

Ultimately, it’s the quality, not the quantity, of your followers that matters most. 

On Facebook, the more engagement your posts get, the more they will be shared with a wider network of people, improving your chances of getting even more engagement (and new followers!). 

When it comes to email marketing, having a large number of unengaged or inactive subscribers can actually harm your digital marketing efforts, impacting your sender reputation and email deliverability (the ability to reach your recipient’s inbox as opposed to spam).

Improve Your Engagement via Email 

If your recipients aren’t opening or clicking on your emails, or if they’re bouncing back too often, email service providers such as Gmail will mark your emails as junk because they don’t want to keep delivering content that their customers don’t want to see. 

This has a snowball effect, as the more people who flag or ignore your emails, the more times they get marked as junk, the bigger hit your sender reputation will receive and the fewer times your email will be delivered. 

So how can you stop this from happening?

1. Confirm subscriptions with an opt-in process

A good opt-in process at the start of your email relationship confirms that your customer actually wants to receive your emails, and can avoid any immediate flagging as spam. It also ensures compliance with the Unsolicited Electronic Messages Act

Next to your opt-in box, let customers know what they’re signing up for - is it special deals? Company updates? New releases? How often can they expect emails from you? 

To take it a step further, some businesses choose to use a double opt-in process, whereby new subscribers have to confirm their email address after signup. This is great to double-check that you’ve got a functioning email address for your customer (no spelling mistakes or fake accounts clogging up your list), and also confirms that your subscribers are already engaged. 

2. Segment your email lists

A good email marketing platform will allow you to segment your audiences to deliver a better, more personalised experience.

As your list grows, your customer base will become more diverse with different interests and needs. Delivering a single promotion to all of them may be ineffective or even harmful for your open rates and engagement. 

However, sending hyper-relevant updates to a smaller segment of your list can dramatically increase engagement, interest and click-through; email marketers in 2019 found that segmentation increased revenue by 760%

There are dozens of different ways you can segment your audience, for example: 

  • Recently opened an email vs recently clicked through an email vs hasn’t opened an email in 60 days.
  • Recently purchased (last 30 days) vs purchased in the past 6 months vs purchased in the past year. 
  • Purchased women’s wear vs menswear, vs children’s. 

Your content for each segment will differ according to their interests and activity - if someone hasn’t made a purchase for a year, what could entice them back? If someone buys from you regularly, what about a VIP email? 

Personalised, relevant email marketing creates better experiences for your customers, and better engagement.

3. Work on your content

Finally, if you want people to open and engage with your email content, you have to create content they actually want to see! 

Whether it’s upcoming sales, VIP offers or styling tips, find a way to add value to your customer’s lives with each email you send, and you’ll give them a good reason to look forward to your content. 

Use the data you have about your customers to create content that will be relevant and interesting to them, or solve specific problems that they have. Create a subject line that will draw their interest and give them a reason to open your mail - is there a special offer inside, or some special insight they need to know? 

Don’t forget to add a call to action and make sure any links within your email work, so your customers know what to click and where that will take them, and they can continue their journey on your website. 

Improve Your Engagement via Facebook 

The more engagement your posts get on Facebook, the more efficiently Facebook will deliver your content to a wider audience. Engagement expands your reach to your followers’ networks, as well as boosting your post in their news feed, so more people have an opportunity to see and react to your content. 

So how can you encourage engagement on Facebook? 

  1. Get to know your audience - what are their needs and how can your product add value to their lives? How can you help them with your content? 
  2. Post consistently at the best time of day for your audience - test different days and times of day to find out when you get the best engagement, and then stick consistently to it. 
  3. Boost top performing posts - once a post has already enjoyed some organic engagement, you can pay to boost it to a wider audience. The early organic engagement will help it to grow. 
  4. Plan what you’re posting - is it entertaining, educational, or inspiring? Planning is key to make sure you’re posting a variety of content that supports your core business goals. 
  5. Use great images - nothing grabs attention like a great image, especially if it’s one your audience can connect with. 
  6. Be human - respond to each and every comment that you get, and if you ask a question, be sure to check back in and engage with people’s responses! 

Growing your follower and email list size is important for small and new business, but only to a certain point - the most important metric to aim for is engagement. Finding the balance between reaching new people and engaging the ones you have can increase your ROI, improve your conversion rate, and help your business to grow long-term.

Improve your online engagement and grow your business with Sprocket Digital today

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It's been an absolute pleasure having them onboard, pushing our sales and helping make our business what it is today, this has only taken one month. Looking forward to many years to come.Thanks teamAlastair Pope ★★★★★ Harry and the Sprocket team have been amazing in connecting with and successfully converting a new audience for our business. During these challenging economic conditions, the additional revenue they've generated has proven to be invaluable. Their professional, transparent, and data-driven approach has rekindled my confidence in the agency model.NZ Health Food Company ★★★★★ We've been working with Sprocket Digital for a few months now and are seeing really good results. Dan and the team are great to work with and are constantly looking for opportunities to help us grow our ecommerce platform. Great communication and nothing is ever a hassle.Dylan Carter ★★★★★ Sprocket Digital is the real deal! 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If you are looking for a marketing team, this is your one stop shop for all your marketing needs!Team at Speednation.co.nzSheree Palmer ★★★★★ Great Team to work with, communication is great and they are actively engaged with working with you.Maggie from Astound Smile ★★★★★ We have worked with a couple of other agencies that did not deliver and I'm impressed with the level of service, support & results we get from Sprocket. Within a few weeks of working with Sprocket, we can see immediate improvement on our sales. Harry and the team has taken the time to understand our business and continue to work on delivering results. We look forward to continue working with Sprocket to grow our business. If you are looking for a result-focused agency, you can't go wrong with Sprocket!Ketaki Rasmussen ★★★★★ Sprocket has experts who can take your digital marketing to the next level, and you get personalised service with a dedicated account manager to help you achieve growth. 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They really take a personal interest in your business and come up with some fantastic marketing ideas, that have seen our sales grow in just the short time we have been working together. 100% trustworthy and love that they are NZ based and only a phone call away when you need them.Beautiful You Holidays ★★★★★ Covid lockdowns meant complete operational shut down for our small NZ owned business. However, in the last few months we have finally got back up and running again with the help from Josh and his Sprocket team.Their understanding, resources and communication has been unwavering in this process and we have seen measurable results month on month. Trust plays a big role in digital marketing and I believe their formula is full proof.Sprocket has had a big role to play in getting our small business back on it's feet. I couldn't recommend this company enough!Mark Chapman ★★★★★ Great start with Sprocket. Particularly like the data driven methodology, transparency and friendliness.Josef Arnet ★★★★★ Sprocket Digital has been great to work with and has provided great inside and addition to the digital side of our business (Kitchen Things) their SEO team is fantastic and Harrison their Email marketing specialist is an absolute savant when it comes to knowing how set up email campaigns, templates as well as automatic email flows and the logic required to make them impactful and effective for a business. They always continue to impress with the work they do.Daisuke Kirihara ★★★★★ I have been working with Sprocket for about 6 months, and the team has delivered outstanding results, giving us one of the best return for every dollar we spent through them. I have worked with digital agencies across Asia, Europe, and NZ over 15 years, but the ROI improvement I have seen Sophie and the team deliver is best in class. If you are a result-focused marketer who needs an agency to get you results, try letting them run your campaign. It worked great for us.Hybrid Bikes Ltd ★★★★★ We have been working with Sprocket Digital for 3 month now and I am very happy with the team. They offer great service from analyzing our needs as a business to delivering a great action plan. I can highly recommend to any business which is looking for a fantastic marketing team. Kind regards FrankMatt Boylan ★★★★★ This is the second time I have used Sprocket Digital in my role as Marketing Manager for small to medium sized businesses. Given our marketing team is very small and we don't have a specific digital marketing resource internally, it gives me peace of mind knowing that all our digital needs are being outsourced to Sprocket. On both occasions of working with Sprocket, the team have very quickly got up to speed on our business. The setup is seamless and my regular meetings with the team help to identify opportunities for us to leverage. The entire team are really knowledgeable and down to earth even though they have some very experienced people working on our account. I would highly recommend Sprocket to any other business who wants expert advice and guidance on their digital marketing with an accessible and down to earth approach.Lily Richards ★★★★★ I really enjoy working with Sprocket. I've worked with them on two different projects now; they're data driven, great communicators & listeners as well as extremely good value/above board. They helped us improve our Google quality and conversions by nearly double. I would definitely recommend them.Andrew Tuioti ★★★★★ Super pro-active group of professionals. Our sales have doubled in a matter of weeks and looking forward to working with Ronnie, Dan and the team for the for-seeable future.Megan Blincoe ★★★★★ We are a new Client of Sprocket and I cannot fault them! Especially Ethan, he has been so available and clearly knows what he's talking about. He has been very patient with us and has thoroughly updated and explained every part of the set up and progress to date. Highly recommend using Sprocket DigitalLance Metz ★★★★★ Sprocket has been an incredible digital marketing partner, helping us grow our monthly turnover. They are extremely helpful and are quick to respond to any needs we may have. I would highly recommend for any company looking to take on a digital transformation journey.NZ-Online-Pharmacy ★★★★★ The results speak for themselves. Our website has been lifted to the next level, in both hits & resulting translations into physical orders. Thanks Kieran & Team!Meelee Joe ★★★★★ Great working with the team at Sprocket Digital! We found the company friendly, accomodating, and they helped us to develop our knowledge of the business analyticsBrent Alexander ★★★★★ We have been working with Ronnie and the team at Sprocket for a few months now and have been stoked with the results. Super helpful, very responsive to questions and great to work with. Would highly recommend.Glenn Walton ★★★★★ Good people with excerlent skills, lead generation and communication. Thanks Team. Their performance dashboard is also awesome 👌Richie Stott ★★★★★ It has been a seamless transition to Sprocket and they have delivered on the goods. Very happy with the service and results. Our account manager, Kieran is great to deal with.Gabi Metz ★★★★★ Working with Sprocket has been so easy! Like a weight has been lifted off our shoulders. And the results so far have been fantastic!js_loader

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