E-mail marketing is a powerful tool many Westchester small business owners use to connect with their customers. E-mail has several advantages: it’s fast and cheap, making it simple to send messages to your customers. However, there’s no way to guarantee your customers will open those emails – and sending too many e-mails can actually cost you business!
Here are the do’s and don’ts of email marketing:
Do: Make Every E-Mail You Send Worth Reading
Every time your customer gets an email from you, you’re asking them for their time and attention. They’re going to want something – entertainment, education, a useful bit of information – in exchange for that investment of time and attention. Make sure you provide it!
For example: A childcare provider could send weekly newletters with tips on childhood nutrition or fun things to do with your kids in the area. Think of the type of questions your customers ask you most often. These make great topics for marketing emails!
Don’t: Rely Exclusively on Promotional Messaging
Letting your customers know they can save 10% is nice – but if that’s the only message you’re sending, your customers will quickly tune you out. They say “Live by the price, die by the price” for a reason. Someone is always offering a better deal; someone is always selling for less. Price incentives aren’t enough to build a relationship.
Try this: Create an editorial calendar that lists when you’re sending your email messages and the topic of each. No more than 25% of your messages should be purely promotional in nature. Combine your promotional message with educational or entertaining content for best results for your Westchester business.
Do: Try and Test
Sending emails at different times, on different days, in different formats, will result in many different outcomes. Track everything, and compare the results. What emails get opened most often? Which emails do the best job encouraging customers to contact you or make a purchase?
Important to know: analyzing the performance of your emails is something you need to do on a regular basis. Knowing what doesn’t work can be just as important as knowing what does. If you know nobody opens emails from you sent on a Thursday morning, why waste your time and energy creating emails to send them at that time?
Learn more about marketing your business by attending our weekly workshops or set up an appointment with our experienced small business mentors.