Imagine someone trying to nail two boards together with the wrong side of a hammer, or use a power saw without turning it on. They wouldn’t get very far, right?
The same is true of email marketing. So, with that in mind, let’s talk about some of the RIGHT ways to use email marketing for your local business.
#1: Segment Emails by Topic
The people who visit your blog or website may have some things in common with one another, but their interests likely diverge in other areas.
Why is that important?
Well, you don’t want to waste money sending marketing emails to people who aren’t interested in what they say. That’s the most important thing.
If you’re currently sending identical content to everyone on your list, you’re missing out an opportunity to improve the experience of your subscribers and grow your business at the same time.
For example, say you own a store that sells clothing for both women and children. Some of the people who are on your list might be interested only in women’s clothing – and there’s no point in sending them email content that’s aimed at people who buy kids’ clothing.
The answer is to segment your email list. There are many ways to do it, but here are just a few:
#2: Use Your Blog to Build Your List
It goes without saying that people who read your blog are interested in what you say. So why aren’t you using your blog to get their email addresses?
Few local businesses use this technique, but it’s an easy one to implement – and effective too.
All you need to do is add a subscribe button that allows blog readers to sign up to be notified whenever you post a new blog entry. Then, you can:
#3: Time Your Emails So They’ll Be Read
When it comes to email marketing, timing is everything. An email that hits a subscriber’s inbox at the right time is far more effective than one that gets lost in the shuffle.
You might be wondering:
How can I possibly know what time a subscriber is likely to open my emails?
It’s easier than you might think.
You can use your customer’s profile to figure it out. Here are three ways to do it:
#4: Pay Attention to the People Who Make Purchases
You might have heard that it’s seven times more expensive to attract a new customer than it is to retain an existing one. In some cases, though, that statistic might be understating the truth. According to Harvard Business Review, the cost of winning a customer may be as much as 25 times that of keeping an old one.
That’s why it’s important to let your current customers know that you value them – and email marketing is one of the best ways to do it. For example:
Email Marketing Is Great…
… but it’s only as effective as the effort you put into it. If all you’re doing is sending out boilerplate emails, then you might as well not bother.
Instead, do everything you can to flex your email marketing muscles. If you do, it can be one of the most effective – and most profitable – tools in your marketing arsenal.