I have been working one to one with several difference clients recently around email marketing. I know many of you do email your subscribers regularly but often it is seen as an additional chore to complete as an extra in your business.
The most important thing about emailing your subscribers is making it part of an overall business strategy that becomes integral to your business.
I think that email marketing should be a key part to all small businesses because it not only helps you bypass the algorithms of social media in your effort to communicate with your customers and fans but it also means that you can build a truly committed core club of active, repeat buying customers. It allows you to achieve the 80:20 rule of making 80% of your revenue from 20% of your customers.
Here are 5 ways to create a successful emailing strategy in your business:
- Make sure you are absolutely clear about why you are emailing subscribers. What function do you want your email strategy to serve? Examples might be:
- to build a club of superfans who receive regular offers, ideas and content from you that they need or want.
- a hub offering regular advice, support or ideas.
- an exclusive area where subscribers are part of a club or on a waiting list.
- Understand exactly what type of people you want to subscribe. This is key to ‘selling’ the subscription part of your strategy. Do you want your subscribers to be potential new customers that you will convert o regular buyers or are they existing customers who are invited to join as a reward for example.
- Name your email! Depending only our reason for emailing people and the definition of the people you will email, you need to make your list exciting and interesting. Think less ‘Subscribe to our newsletter’ and more ‘become a gold club member’.
- Build a list of ALL the places you can invite subscribers so that it is an essential part of your daily activity. All email platforms will give you a link to your sign up form. Think email signatures, online sales receipts, social media bios, thank you cards, website pages, pop up boxes, questionnaires, competitions and more.
- Build two types of basic template to get you started. Think about a longer, regularly delivered email which your subscribers are expecting and look forward to plus a short, sharp ‘e-blast’ which you might send out intermittently with urgent buying opportunities, last minute booking invitations and so on.
Let’s talk more abut this over in the Facebook group – you can hop on at any time to talk about this subject, ask for help or offer your ideas to your fellow community.