Email Marketing – Do not Make it Too Hard
Success only comes before Work in the dictionary. Let me explain.
One of the greatest challenges for a business is to successfully inform their clients about products, services, upcoming events and promotions.
Most businesses rely on the good old fashion word of mouth of their reps or some may send out a letter or invitation. An ad in the paper is sometimes used.
These can all work.
Are they the most cost effective?
The most cost effective way to keep in front of your clients is to implement an email marketing campaign.
One which is not just the old 'shotgun' marketing technique of firing pellets and hope one of the pellets hit the mark. This is unproductive and often brings about unsavory results. This then causes the business to stop marketing.
What you need to do is to have a "Marketing 303" approach.
That is one specific bullet aimed at your intended market and fire.
First you need to have a list of people to send your emails to. Obtain this from your existing customers. You can ask them, phone them, have them enter a competition, just get their email address.
Here is what NOT to do.
I spoke with a fish and chip owner in South Australia about 18 months ago.
He said to me, "This email marketing you do, it would not work for me"
I enquired, "Why Not?"
He said, "I do not have email addresses."
"Yep" I said, "That would stop it. But how about you grab their address when they come into your shop. You could offer them something extra if theyave it to you." For instance, you could email them with a daily special. Or you can target those who like a specific fish variety when you receive fresh supplies? "
"Yeah, maybe." He said "Can not see me doing that though – it would be … Wait for it." TOO HARD A WORK. "
I then asked him how many customers did he have in a week and he said he was a large fish shop on the jetty. He gets around 4000 sales a week.
4000 sales a week ???
And he does not have one contact name, or email address.
Oh Gosh everyone; email marketing is not too hard – it just takes a little effort at the start to build your list.
If you have not got your list – start today. No, start now! Grab their Email Address & First Name. But if you can grab their mobile phone number their physical mailing address too then you are on your way to having a marketing kit all businesses should possess.
Do not be afraid to ask them. If your offer is worthwhile they will welcome your approaches.