Email Marketing II

Ok, this is the final installment in this series. In this last writing, I intend to inform you of the possibilities available to you when it comes to “email marketing”. I will try and list some specific examples, and also leave something to the imagination, and hopefully this will spark some creativity on your end. Every business is different and you know your customers better than I do!

So we have learned a bit about the power of autoresponders. We know that we can set up series of pre-written emails designed to sell people on your list the benefit of choosing “you” over your competition. We have learned that we can also (and more importantly) converse with our customers.

Now it’s time to delve into HOW to use this email list to drive sales. Assuming that there is plenty of information being passed along to your customers for free, and they remain faithful members on your list, now it’s time to sell/promote/anything that will get them into your business and BUY.

People like to feel special. People on your list will be no different. In order to get people on your list in the first place, it’s a good idea to offer these “special” members “special” discounts.

One example may be a day-before-sale. Let’s say you are a retail store and plan on having a sale on a weekend. How about first off letting your list know a week in advance, then a day or so before offer them a 2 hour “day before” sale where they can come in and buy at the sale prices without the crowds? Heck, you could make the day before a “pre-sale” and hold it on one of your slow week days.

Printable coupons are always a winner, offering members a % off of a certain dollar amount purchase. You don’t have to get fancy with this, a printed copy of the email is good enough!!

You can set up a special page on your website to “poll” your customers. Maybe you want some feedback about something about your business and a “poll” is just the answer. So send out an email with a link to that special page, and anyone who fills out the “poll” (or questionnaire) get’s a special gift or discount on their next purchase.

Maybe you own a service type business. This is the type of business that relies on customers TRUSTING you, so the advantages to corresponding with people on your list is obvious. How about a free consultation? Maybe you are an electrician…offer up a free energy audit. A plumber? Offer to come in and test heaters and furnaces. How about a special discount on a service or maintenance plan?

As you can see the possibility’s are endless, and vary from business to business. I have not even got into affiliate marketing, which would allow you to make money without a customer ever stepping foot into your store! You could turn them on to things they need and get paid a commission when they buy! I know people that make over $100,000 a year just doing this!

Hopefully I have given you some food for thought. The advantages far outweigh anything you can come up with as a deterrent.

Thanks

Email Marketing Ideas

Owning a small business is a very time consuming task. Everyday you are presented with challenges to overcome, one always being, of course, getting more business…

Not only is getting more business important, but keeping existing customers happy and in touch with you is just as important. As you know, every customer has a certain value attached to them. Noone likes to think of it that way, but it’s true.

Now you may have customers that may only come in once and never return, and you may have customers that come in once a day, once a week, once a month etc., depending on what type of business you have.

Email lists can help you stay in touch with existing customers…AND also help converse with new ones. No one likes to be sold to. We all want to feel a part of something, and emails, when approached correctly can do this.

People want to feel comfortable with you and your business. Obviously having them in your business to speak face to face is the best way, but most times that isn’t the case. So conversing with them via email is the second best way.

Who would you buy a used car from? Someone you know, or a complete stranger? Of course someone you know. You can let customers “get to know” you by email (blogs are another form but a topic for another time!).

When you write an email that will go out to your email list, write like you talk. You don’t have to be fancy or super articulate, be yourself! I cannot express that enough. If you start an email like a college thesis, you can kiss your customer goodbye, they won’t get past the first paragraph.

In order to build a relationship with the customer and keep them on your list for future emails, they want to read something worthwhile. One of the most important things I can stress is that it’s not all about YOU. Yeah, you need to promote your business, but not to the degree of every email being about how great you are. They will make that decision on their own.

For example, let’s say you own a Greenhouse. How about sending out a weekly email with valuable gardening tips? What about a bicycle shop sending out an email about bike maintenance? A auto repair shop sending out reminders about tire air pressure as it relates to wear and fuel mileage? ADD VALUE. The more you give…the more you will receive. They will stay on your list and learn to trust you because you give them valuable info, and ask nothing in return.

In another post I will go over HOW to use the list for specific purposes, such as specials, coupons, and general promotion.