As someone marketing a small business, you may be on the lookout for the next big thing, hoping to find a silver bullet or advanced strategy to use in 2016. The truth is you probably don’t need any of those things.
If you’re using email marketing to get the word out about your small business and retain existing customers, you already have a strong foundation in place.
(If you’re not using email marketing, get started here.)
In either case, before you go looking for a new trend or strategy, you should take some time to review that you’re making the most of the fundamentals of email marketing.
Here’s how to get started.
Are you and your staff collecting email addresses at every opportunity, online and offline?
A simple sign-up sheet near your register is a great start. You also need a process in place to upload contacts regularly to your email list.
Make it easier on yourself by using the Constant Contact List Builder app, or install the Contact Capture Tool on your desktop computer. Set up the Text-to-Join feature, so people can join your list right from their mobile phone.
Hang signs around the store and train all employees on how to ask for email addresses. Be sure to lead by example.
And don’t forget to include an embeddable sign-up form on every page of your website.
What will that do for you?
It’s simple. You know once someone enters your store you’re more likely to make a sale. But what happens once they leave the store? Is the great shopping experience you’ve provided enough to bring them back again and again?
If they’re on your email list, you’re able to contact them in a place they visit every day — the inbox. You have a way to entice them to do business with you again.
Isn’t that better than just hoping they’ll be back?
If growing your email list hasn’t been a priority for you in the past, there’s no better time than now. Ask for those email addresses.
Are you engaging with your customers on a regular basis?
This means both on social and via email. If you’re doing just one, you’re leaving money on the table.
Consider these stats:
- Email is almost 40 times more effective than Facebook and Twitter combined in helping your business acquire new customers. (McKinsey, 2014)
- 66 percent of online consumers have made a purchase as a result of an email marketing message. (Direct Marketing Association, 2013)
- Small businesses that use multiple methods and channels in conjunction with email reported more customer engagement (73 percent), more new customers (57 percent), more website traffic (54 percent), more revenue (40 percent), and more referrals (39 percent). (Constant Contact, 2014)
You don’t have to be on every social channel. Pick one that makes sense for your customers and your time. Use that social channel to engage with your customers and prospects with the goal of getting them to subscribe to your email list so you can contact them more directly.
Send at least one email a month. Consistency builds trust and keeps your business top of mind without overwhelming your email contacts. You may have reasons to send more frequently, but once a month should be your minimum.
That sounds like a lot of work.
Your emails don’t need to be an opus. You want them to be well written and show your business personality, but hours and hours to prepare? No. At Constant Contact, data has shown that emails with a picture, a paragraph, and a call to action get the most engagement.
It’s likely you could create smaller emails from the longer ones you’re already creating and send at a more consistent frequency with little extra work.
Are you measuring, reviewing, and repeating what works best?
Look for the impact email marketing has on your business. Connect email marketing activities to the actions people take that benefit your business beyond opens and clicks.
Based on your goals consider measuring things such as:
- Website visits
- Event attendance
- Perception changes
- List growth
- More sales of a specific product
How can you determine where to make adjustments?
Focus on what’s working well to see if you can make adjustments that will impact your results even more.
Why? We often focus on what’s not working. The problem with that is there are too many variables that affect why something isn’t working. It may not be a marketing problem. If you make adjustments to things that are working it’s easier to attribute the outcome to the change you made. Now you’ve gained useful insights.
Article From: www.blogs.constantcontact.com