Start an Email Campaign!
But do as I say, not as I do.
So you have a small business? You have a limited (or no) marketing budget. Your time is very precious, but you want to connect with your customers or start an email campaign. Sound right? Well I agree and often don’t heed my own advise!
Emailing your fans and customers probably doesn’t seem to fit your schedule, then. Few in the small business world do as awesomely consistent job with email marketing. There’s always a “good” reason to put it off. Topping the list seems to be: “I really don’t see a a direct return on this investment” and “I’m really not a writer” or “I hate getting emails, so they probably do too!”
Can I change your mind? Since email marketing is (mostly) FREE, AND still has the greatest return on investment (ROI), then there must be something to it!
The 3 Myths
1. Email Doesn’t Provide a Good Return of Investment
Your email (as long as it isn’t marked as SPAM) WILL HIT your customers’ inbox 100% of the time! How much time do you spend on Facebook or Twitter? On average, less than 20% of those posts on social media will be fed to your followers. That’s all! Then why not spend a fraction of the time targeting a multitude of people?
How many times do you check your email each day? Many people start and end their day checking their inbox. Then, during the day, they check it several times. Plan your email to send at a convenient time for your customers. Make it catch their eye and they will read it or come back to it.
2. I’m Not a Writer
Most people aren’t writers. You don’t have to be. Just pick your best time of the day and week that you aren’t trying to pressure yourself to be creative. Then it’s just about practice. Don’t try to make it the perfect newsletter. Getting things done is better than perfection!
3. I Hate Getting Emails, So They Probably Do Too
Think again. If you are sending information that your fans want, then why would they hate getting it? There will be some on your list that never should be on your list. Or were on the list for a season and now aren’t needing your information. But it you target very specifically to these different groups of people, then BINGO. Think about what value you can add to their world. Then provide it!
Start by answering “what one or two questions to you always get people asking you?” Then answer the question(s). Provide a discount for the Holidays or offer a special invitation. Share a story. You might not get people to read your whole email, but if you are consistent in sending messages, eventually you will get noticed, or eventually they will have the time.
If you need additional information or help with this topic, I’d be happy to help.