There it sits, your Inbox full of messages. It seems like everyone is trying to flood your Inbox and you’ve learned how to just ignore that little red dot with 126 inside it. Besides needing to clean out your Inbox, it’s time to think about how you can make sure YOUR email gets seen!
The Basics
Email marketing may not be the most fun thing about running a business, but it can help you increase business and form great customer relationships. In fact, studies show effective emails can create a Return on Investment of $42. That’s $42 for every $1 spent.
The first step is defining who you are as a brand. Are you seen as a go-to information source? Perhaps you are known for your handcrafted items. Your customers need to know who YOU are.
Next you need to have a goal in mind. Do you want to increase sales? Maybe you want to increase foot traffic at your brick and mortar location. There are all types of goals and they will guide you in creating the right email for the right purpose.
Next you need to decide who your email marketing provider will be. There are lots of free and low cost options, and many of them are a matter of personal preference. MailChimp, Constant Contact, and Hub Spot are the most popular.
Now you need to grow your list! A pop-up box on your website, an in-store sign up, or even a refer-a-friend promotion can help you increase your list. Don’t forget your customers! They should be automatically added to your list.
Branding
Remember we talked about defining who you are as a brand? Now is the time to develop a brand guide. This is, simply put, a list of things like colors, images, and fonts you will use to develop your own personal style.
Branding is an important part of any marketing plan, and that includes email marketing. When customers get an email you want them to know it’s you and look forward to reading it! Aligning the look and feel of your emails to your already established branding and style will keep your customers engaged.
Automations
There are some emails you want to consider automating, thus saving you time. The one you are probably most familiar with is the Welcome email. As soon as someone signs up for your email list, you want to send out an email thanking them. You might want to include a coupon or sign-up incentive, like free shipping. This is your first chance to make a first impression.
Another email you might want to automate is the post-purchase email. Once someone places an order, you want them to have all the information they need to feel good about their purchase. A copy of the order, tracking numbers, and even extra information about warranties or product benefits, are all things your customer will appreciate.
A post-purchase email can be timed to coincide with your customer receiving their item. It can ask them for a review, provide a return customer coupon, or ask for a referral with a % off for both them and their friend. You can also recommend other products which could align with their purchase. Think about highlighting a screwdriver to someone who just bought a hammer, etc.
Now What?
You’ve done it all. Developed a robust email list, created beautifully branded emails, and set up automations. Now it’s time to evaluate your efforts.
Determine what performance measures are important to you. It could be more signups, repeat customers, or increased cart values. You want to track how your emails are contributing to reaching your benchmarks. Using A/B testing can help you measure the effectiveness of your campaign using different methods.
When you are ready to start your journey to email marketing, drop us a line. We can help you from planning, through implementation, all the way to evaluation. Set your New Year’s Resolution to Success!
