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 firstname.lastname@example.org