It’s National Email Week, a great reminder that you should be emailing your customers on a regular basis. Why? Because year after year, studies show that email is still the most effective way to engage people and get them to visit your business. Having said that, it’s not always easy to come up with something to say in your emails week after week. To give you some helpful insider advice, we spoke with two all-star business owners who use SpotOn’s email marketing tools, as well as our in-house marketing specialists on how to get the most from your email campaigns.
Send a Regular Newsletter with Helpful Advice and Tips
A consumer survey conducted by Adobe last year confirmed what most people already know: getting bombarded by non-stop sales emails from a company is a major turn-off. To make sure you’re engaging the customers on your email list and not annoying them, make a habit of sending a regular newsletter with helpful tips and advice. After all, you are an expert in your field, so pass on some of your know-how to your customers.
“Research I’ve read says it typically takes seeing 10 emails from a business before a customer comes back to visit, so I make my email outreach campaign a priority.” – Naomi Jaquez, Third Eye Wine & Spirits
Naomi Jaquez, the owner and operator of Third Eye Wine & Spirits in El Paso, Texas, does just that with her “Monday Mantra” emails. The weekly emails are simple and to the point, containing an inspirational quote to help her customers get their week off to a good start. The messaging also ties into her business’s products and services, which include yoga and mediation sessions, as well as “Create ‘n Sip” art classes that are paired with wine tasting.
Her advice to other business owners is to prepare the email newsletters in advance. “I spent a day and prepared 6-months of my ‘Monday Mantra’ emails advance,” she told SpotOn. “That’s made my day-in, day-out work much easier not having to worry about that part of the business.”
Deliver Limited-Time Email Deals
Research shows that 62% of people want to get discounts and deals from their favorite companies. For this reason, SpotOn typically recommends sending 1 – 3 email deals per week, depending on the type of business you run.
“Even if an email campaign only gets one customer to come in, it’s worth it, because you’re also getting your name out there and staying fresh in all of your customers’ minds.” –Mark Silver, Argenti Designer Jewelers
Mark Silver, jewelry designer and proprietor of Argenti Designer Jewelers in Fort Lauderdale, Florida, makes a point of sending out an email deal each week, featuring a special on a single item or product line that he has created. For example, leading up to the Memorial Day weekend, he priced down silver earring sets to $27 and let all of his customers know with a quick email blast.
SpotOn’s marketing tools make these sort of emails particularly easy for Silver, and he frequently gets customers coming in or calling to ask about the special deals. “It’s easy to understand and use,” he explained, “and there’s nothing to lose by sending out a quick campaign.”
Take Advantage of Automated Emails and Deals
One of the insider email strategies that marketing teams for large brands use is automated emails. The beauty of these emails is two-fold: 1) they only require a little bit of quick set-up, and then they get delivered automatically, saving you a ton of time, and 2) they are programmed to be sent to specific customers for specific occasions, meaning they are far more likely to be read. Add it all up, and automated emails generate 320% more revenue than manually-delivered emails.
With the SpotOn marketing platform, you can easily set up two types of automated emails, including a welcome email that includes a deal when someone signs up for your mailing list, and also a birthday deal. If you also run a SpotOn loyalty program, you get additional segments of customers you can send automated emails to, including lapsed customers who have not visited in a while.
99 Other Reasons to Email Your Customers
Need more ideas? Download our free guide, “99 Reasons to Contact Your Customers.”