I remember when I was a little girl I would complain to my mom, “Moooom…why don’t any of my friends call me to do something? They said they would!”
Her response to me was, “Well, have you reached out to them?”
I would then proceed to argue with her as to why it was their responsibility to contact me because they said they would; ultimately wasting a lot of time and breath…and missing that opportunity to hang out with my friends.
The thing is, I see this pattern happen with many small businesses when it comes to engaging their clients.
“When they were here in the store, they were really excited about my product. They took several cards, but I haven’t heard from them.”
“They said they were going to call and schedule an appointment, but I am still waiting to hear from them.”
So how do you reach out to your client base on a regular basis to “ask them to play”?
A great, cost-effective way to do this is through e-mail marketing. You might be saying, “but there are soooooo many e-mails sent every day! Won’t mine get lost?”
Well, you are partially correct. There are a lot of e-mails sent; in fact research shows over 204 billion (Source THE RADICATI GROUP, INC) – yes, that is with a “B” – e-mails are sent/received each day…and that is A LOT! However, research also shows that targeted e-mails are very effective for marketing your product as well as a preference for many consumers.
Take a look at this research:
- People who buy products marketed through email spend 138% more than people that do not receive email offers. Source: Convince and Convert
- 81% of US online shoppers are more likely to make additional purchases, either online or in a store, as a result of emails based on previous shopping behaviors and preferences. Source: Harris Interactive
- 68% of consumers find email to be their #1 preferred channel for receiving commercial messages. Source: CG Selections “National Email Onderzoek” (2013)
- 66% of consumers have made a purchase online as a direct result of an email marketing message. Source: Direct Marketing Association (2013)
- 72% of consumers say that email is their favored conduit of communication with companies they do business with. 61% say they like to receive promotional emails weekly and 28% want them even more frequently. – MarketingSherpa
In order to create effective e-mails, it is important that you follow these guidelines:
- Your e-mail list is made up of people who have asked to receive e-mails from you
When it comes to building your e-mail list, remember it is important to only capture and send to people who are interested in receiving your e-mails. Don’t just add someone to your e-mail list because you found their card lying on the ground somewhere near the entrance of your office. Even if they are your customer or if they have signed in for one of your events, make sure you get their permission before adding them.Also, give them the opportunity to unsubscribe at any time – and don’t take it personally if they leave. - Your offer is specific to the list you are sending it too!
It is easy and well received to market your brilliant product to people who have the problem you are solving; but it is very difficult if you try to convince someone who doesn’t need your product to buy it.For example, if you have the world’s best detangling brush, you aren’t going to get many sales when selling to a group of bald guys. So don’t frustrate yourself or them! - Have a captivating subject line
The best way make it to the eyeballs of your reader is with a captivating subject line. This is important to avoid the SPAM filters as well as the “Delete Finger” on your user. Make is something fun, relevant, and personal. You can even play around with turning it into a question! Instead of “E-Newsletter – August 2015” or “FREE! Recipe Guide” try something like, “Say good-bye to your {fill in the blank} Issue” or “Are you ready to stop pulling your hair out?” - Be personal!
Remember, people do business with those they know, like and trust. When you write your broadcast e-mail, in your mind, picture you are writing it to one specific person. This makes the whole experience for the client more personal and genuine.
So, are you ready to get your e-mail marketing moving?
I would love to talk with you about getting started! I use and recommend Constant Contact. I can assist you on getting things started.
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