So what is Email Marketing? It sounds pretty basic: Send emails to people telling them to come by your business. But is anything ever that simple? ?
Email marketing is an invaluable tool when used correctly. It can boost your business exponentially, but when used poorly, it can alienate customers. When creating an email marketing campaign, it is best to think like a reporter:
Who?
Ideally, you will already have a list of customer email addresses. If not, it is time to start collecting them. Add a sign-up sheet by your register offering a monthly chance to win a gift card, or other incentive. If you work in service, include email as one of the key pieces of info you ask for when gathering address and billing information. There are alternative options to acquiring email addresses, but for the best list, existing customers are your best option.
What?
A boring email will cause your business more harm than good. Though you may want to say, “come in and buy something”, you have to better appeal to your target market’s interests. A message of “New Lunch Specials”, “Buy-one-get-one Oil Changes” or “Learn more on how the job reports effects your investments” will bring more people into your doors.
When?
You will want to send out your emails often enough to remind customers to come by, but not too frequently to be confused with annoying Spam. When starting a campaign, we usually recommend 1-2 times monthly. Less often will lose your audience’s attention, but more often before you have found your winning voice and content could dissuade people on your list from reading future emails.
Where?
Always make sure your emails contain your address, whether online or brick-and-mortar. Remember that a great email message may get forwarded to a new potential customer, and you want it to be easy for them to find you to do business in the future.
Why?
Why do email marketing at all? Why not?! This is an affordable way to reach out to customers and remind them of how they enjoy your products/services. If you are worried about people thinking you are Spamming them, concentrate on making the messages solid and interesting, and remember that they can always opt-out of your list if they don’t want to participate.
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