Contrary to
what a lot of people think email marketing does better than other social media. In fact this tool is more powerful than you can
imagine.
According to many digital marketing experts there is a consensus that
of all the social media platforms, email will deliver better results for small businesses
IF these businesses have a well-structured, timely and relevant email campaign targeted
at an audience that has given you permission to contact them.
It is not unusual to see two or three times
the engagement with email that we do with other social media platforms.
But there is
a knack for getting the kind of results you want. Here are some tried and true
tips
1. Build your list. Get out and meet
people on your concourse. At your local pharmacies, grocery stores, gas
stations and any place you do business. Carry a sign up form with you OR capture
emails on your website. I am constantly amazed at how many sites DO NOT have a place
for me to sign up. If it’s there, it is usually hidden. Put it on your first page; make it pop up on
other pages. Offer people a value for signing and then have an auto responder
thanking them for filling it out and telling them their $$$ bowling value is
coming.
2. The next challenge is to get people
to actually open your emails. With open rates hovering in the 10% to 15% range,
getting your email opened can be a little tricky…even if people opt in. People
tend to sort email into 3 categories: “Now.” “Later” or “Never”. Your objective
is to get them to open it NOW!
3. Keep your subject lines short. Many
email services will automatically shorten your subject line so lead with the
most attention grabbing content. (I.E: “Want a FREE new bowling ball?”
4. Set a schedule to send out your email
as opposed to random settings (which I unfortunately do). Having a set schedule
will improve your open rate. (Don’t I know it!!!)
5. Check your spelling and punctuation
before you send it, then send it to a friend to read it as well.
6. Know your audience. If your list isn't segmented, then work on
that. NO point in sending Grandma Sadie, in your senior league, information about
your ‘tween part. She might be a
teenager, but she is 113, not the segment you want. Besides, you will
eventually send Grandma so many irrelevant emails that she will opt out and a
name and data is lost.
7. Time it right. Know when emails are opened
the most? If you said Saturday mornings you are correct, followed by Tuesday. But it may be different in your market. Start
testing your emails. Send out the same email on different days and times and
then compare the open rates. It might provide you with some valuable information.
8. Clean up the list. Get rid of the
bounced emails, bad addresses and the spam complaints. Your email may even be blocked
by certain ISPs, preventing you from reaching even interested buyers.
9. Establish an email campaign
consisting of three steps. In the first email you tell them that Presidents' Day
is coming and you hope, if they are off work, they will come to your center for
your great family special, then throw in a $10 coupon valid for $20 or more of
bowling. The second email, tell them it’s almost here: and with that your great
fun loving, family happy, money saving bowling special of $10 off of $20 of
bowling is now available, but this is limited to only 100 customers. On the third email, tell
them it’s almost sold out, but if they want some family fun, they still have some
time and then set a deadline (like 9am on Presidents Day).
10. And the most important tip. Don’t make
every email a “selly sell” one. Use your email to provide information, to make
your customers life better as well as offering information about your center.
If you always try to sell me, I will eventually opt out.
Follow these
10 simple tips and watch your email open rate and your business improve…and if
you have any questions you can always contact me at fredkaplowitz@gmail.com
