Email marketing, especially for small and local businesses, IS still important, despite what your cluttered inbox might have you thinking.
Done well, email campaigns can offer new clients and customers a sense of personal connection to your business, nurture and strengthen brand loyalty among current customers, and engage potential buyers with useful, yet compelling, content.
Automated email series’ triggered by specific actions users take (or do not take) on your site, in an email, or through your online store can be a small business owner’s best friend.
Don’t think your email marketing is sufficient because you have a monthly newsletter. There is so much more that can be done.
You have a new subscriber (aka potential new customer)! Don’t leave them hanging– welcome them with a series of emails that fulfill your offer (ie send a useful piece of content offered through an opt-in), introduce yourself and key team members, invite them to follow you on social media, and get to know them. Ask them for information they haven’t already provided like their birthday (you can automate birthday emails, too!) or how they found you.
Welcome emails sent directly after a user subscribes have high open rates. Forget or wait too long to send that welcome email and the rest of your emails will be welcomed directly to a subscribers spam folder.
These are the emails we love to hate; the ones likely cluttering your inbox right now. Many businesses, especially small businesses who don’t have entire departments dedicated to online communications, often send a single ‘here is an offer! buy!’ promotional email. Odds of those working? Slim.
What does work? A promotional campaign. Start with a personable, humorous email, follow with one that evokes emotion by reminding the reader about a problem they have and how you can fix it. Then, offer them something– a helpful checklist, a short ‘how to’; something to keep them opening your emails.
Now that you’ve made them laugh, reminded them how you can help, and given them something useful they will be more compelled to buy your product or service and keep opening your future emails.
Love them or hate them, newsletters can be very helpful.
Don’t bombard subscribers with offers or pitches in each newsletter– you have promotional campaigns for that. Keep them interested in what you can offer with newsletters that are interesting and engaging.
Educate them on your industry. Introduce them to the behind the scenes action. Offer your expert advice on trending industry topics.
These are important and very often overlooked campaigns.
It’s tempting to pay too much attention to how many subscribers you have rather than what kind of subscribers they are. If you want to stay out of the spam box, the promotional box, and all the other boxes emails go to die, you need to have a high open rate. That doesn’t happen if you don’t refresh your list!
These emails are sent to subscribers who haven’t opened your emails in a set period of time with the goal of re-engaging them and offering them a very easy way to unsubscribe if they’d like.
We’re all familiar with these emails and for good reason! They work.
Don’t let your product sit in an online shopping cart. Sometimes a simple reminder email will turn a potential buyer into a customer but if that still doesn’t work, offers usually do. ‘Hi there! I noticed you didn’t finish checking out. How about a 10% discount?’
Someone just bought your product or service! Don’t leave it at that.
This is your jumping off point for nurturing the customer/client relationship. These emails aren’t sent to sell something, they are sent to show your customer that you value the experience they have with your product as much as you value their purchase.
If you sell olive oil, follow up with some favorite recipes. Send helpful tips and tricks on ways to use and care for your product. Your customers will appreciate these continued efforts to add value to their purchase.