Are you missing out on one of the easiest ways to increase your profits?
It may be a cliche, but it really IS cheaper to sell to an existing customer than to acquire a new one. So why do so many small businesses fail to take advantage and ignore email marketing?
If you know you should be sending emails to your existing customers and contacts, but haven’t got around to it yet, then follow these 6 steps:
Step 1: Why
Before you start make sure you understand what you want to achieve with email marketing. If you’re an ecommerce business then it’s probably extra sales! But service providers may well want to use emails to nurture prospects.
Step 2: Who
Define the people you want to email. These could be your existing customers or potential customers.
Are they all interested in the same things or should you be segmenting your audience? If you’re a photographer there’s no point in continually sending details about your wedding services to your customers after their big day – but they may like to know about family portraits.
Step 3: Permission
Do you already have email addresses from people who have given you permission to contact them? Or will you need to start collecting them. Check out the rules on permission here.
Remember that people who gave you permission some time ago will have forgotten if you haven’t contacted them. It’s a good idea to invite them to subscribe before you start sending out lots of emails.
Step 4: What
Deciding what to write about is where many small businesses struggle and give up. So instead of thinking “What do I want to say?” ask
“What information will my audience want to receive?”
The key to successful email marketing is to make it interesting and relevant for your contacts. It can be an invitation to an event you’re running, details of your latest offers, ideas for getting the most from your product, important information (accountants – please don’t simply copy and paste HMRC updates. You need to make it relevant for YOUR clients and explain what it means to them in plain English!) .
Don’t try to cram too much into a single email.
You’ll also need to decide how often to send emails. If your content is consistently good, your contacts won’t mind frequent emails. Experiment to find the sweet spot that gives you the best return for your efforts. Read more about email frequency here.
Step 5: How
There are lots of solutions available for managing and sending great looking marketing emails. Mailchimp is a good starting point for many small businesses. If you sell online, your shopping cart software may well have an email marketing option.
Compare features and decide which is best for you. Make sure your chosen option works on mobiles.
Step 6: Implement
The most important step: Just Do It.If you’d like help setting up your email marketing, check out our affordable options.