Successful businesses stay in front of their customers, both current and potential.
Yes, some customers may randomly happen upon your business or its products. More often than not, however, customers decisions to buy a product or service has been cultivated over time.
What is one of the the ways successful businesses do this?
That’s right. Email marketing is used so often by successful businesses because it:
Out of Sight. Out of Mind.
For us small businesses that don’t have multi-million dollar marketing budgets and a decades-long head start when it comes to branding, it can be an uphill battle to make an impact in the mind of consumers.
So, if we are not constantly in front of our potential customers and fighting for their attention (and proving to them why we should have it), we are losing. For us, losing doesn’t necessarily mean just having a bad quarter. Losing could very well mean having to close the doors on our businesses and hanging everything up.
I don’t know about you, but this just isn’t acceptable for us. So, we let email marketing help level the playing field a bit.
You don’t have to have an email list of 10,000 people in order to successfully leverage email marketing. All you need to succeed with email marketing is:
Have Something to Say
That’s right, before you even begin collecting email addresses, it’s important to know what you want to say and why the person you’re sending it to should care about what you have to say. Having this clear approach will make your email marketing efforts more effective and yield better results.
Ways to Collect Quality Leads
Leads can be collected online and in person. Taking advantage of both is ideal if your business has a brick-and-mortar presence. If your business has a physical presence, you have a leg up on online-only businesses because you have people walking through the doors.
Regularly Sending Emails
Whether it’s once per week, twice per month or daily, consistency is the key. It’s important for customers to know when they will hear from you. How much is too much? That depends upon your industry and customer preferences. As with many other elements of your marketing, this is something that should be tested until you find what’s working the best.
Always Add Value
Last, but certainly not least, if you want your email marketing to be effective (and appreciated by customers), every email you send them must be adding value to their inbox. If customers feel your emails are no longer beneficial in some way or another, they’ll be looking for the unsubscribe button.