Email marketing is up to 40 times more effective than social media, according to a study done by McKinsey & Company. The same study also shows that the buying process happens 3 times faster than in social media.
As a small business owner, you will want to focus on building your email list. Whether you have a digital business or an on the ground location, you will want to collect your customers emails – and the emails of everyone in your network, if you are B2B. Often this can be done by offering a promise of keeping your clients/customers up to date with special offers, discounts, and events, or by giving them specialized information that will solve their problem.
The type of email campaign you launch will depend on your goals and where in the customer journey you find your prospect.
For example Drip marketing can help you boost sales by turning visitors into buyers, increasing repeat purchases, and re-engaging a dormant audience. By communicating your company’s value, you build a relationship with your audience and demonstrate that you’re a great resource for their needs.
I use MailChimp. Here they explain the process but any reputable email service will have this feature.
Once your list is in place, use an email service to stay in front of your customers with special offers.
Pro Tip – Constant Contact has just told me not to use exclamation marks in the title line or subtitle. They say you have a higher chance of being relegated to the spam folder that way.
If you are like me and have trouble thinking up gifts for your loved ones-there is nothing like a gift card. As a business owner you can make them available to your list. Yes, you can make them digital for the sake of convenience!
Publicize events to your list. This mailing had an open rate of 31% and doubled ticket sales.
Publicize events over time
You don’t want to spam your list, so once a week is a good timetable to adhere to. Aim to send your email at 9:00 AM Thursday morning. I begin with announcing an event and then following up with special features.
Don't forget about Direct Mail
While your digital campaign may end up in the spam folder, direct mail can enhance your rate of success. I recently suggested to a new business owner that they mail or hand out post cards to neighboring businesses in their district and invite them to their Grand Opening.
Here’s a short primer that will give you some pointers.