One of the biggest mistakes business owners make is thinking every email should go to everyone.

It shouldn’t.

The more relevant your message is to the person receiving it, the higher your conversion rates will be.

Here’s how I approach it.

1️⃣ Stop Sending the Same Email to Everyone

A general newsletter has its place.

I still send one.

But it’s designed for my entire audience.

If I want to reactivate previous clients, I create a completely separate campaign just for them.

Someone who booked me as a speaker doesn’t need the same email as someone who bought a course.

Someone who was in my membership doesn’t need the same message as someone who had a one-on-one session.

The more specific your message…

The better it performs.

2️⃣ Organise Your Customer Journey

One of the smartest things you can do is categorise your contacts.

For example:

• Leads
• Previous clients
• Course buyers
• Coaching clients
• Membership members
• Corporate clients

Once people are organised into simple groups, your marketing becomes far more personalised.

3️⃣ Use Tags and Automations

If you’ve changed CRM systems or imported contacts from another platform, don’t panic.

Export your customer lists.

Import them into your CRM.

Apply the correct tags.

Then use those tags to trigger targeted email campaigns and automations.

Once it’s set up properly…

The system does the heavy lifting for you.

4️⃣ Don’t Stop Sending Your Newsletter

This isn’t an either-or strategy.

It’s both.

Keep sending your regular newsletter.

Keep creating content.

Keep showing up.

But layer targeted campaigns on top for specific groups of people who already know, like and trust you.

That’s where you’ll often see the biggest jump in conversions.

5️⃣ Make Your Marketing Smarter, Not Harder

Your CRM should know who people are.

What they’ve bought.

Where they are in their customer journey.

And what message they should receive next.

The more personalised your marketing becomes, the less it feels like marketing.

It feels like relevance.

And relevance sells.

If you want to build smarter automations, improve your customer journey and grow your business using AI and automation, come and join us inside Legends Lab.

👉 Join here: https://sarahcordiner.com/legends

Sarah x

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