Local Business Email Marketing – The Secrets of an Effective Campaign
Start building a prospect and client email list NOW – A list that you buy will never be as effective as a list you’ve developed yourself over time. Plus, your own list won’t have as many spam issues as one you purchase.
When a customer buys, or even inquires, about your business, try to get their email address. This is true whether they’ve visited your store or your webpage. If you have a contest once a month and send out a gift card to the winner, you’ll rarely have anyone unsubscribe from your list.
If your business has many types of services, then you might want to divide your list into different categories. Not everyone on your list has to get the exact email or the same offers. Target your offer to the right list.
The Subject Line in Your Email
If your subject line doesn’t speak to your reader then they won’t even open your email. Be honest and tell them who the email is from. Then they’ll know it’s a list they’ve subscribed to and it’s not spam.
Then tell them about the interesting offer or information you have in the email.
ABC Co. – 7 Ways to Increase your Profits this Month
ABC Co. – The Winner of this Month’s Gift Card
ABC Co. – How to Build Your List Faster
ABC Co. – Why Your Webpage isn’t Working
Keeping Readers’ Interest
Write emails that intrigue or interest your potential customers; a good subject line gets them to open the email, but then you must hold their interest. Make it short and sweet. People want to read quickly on the internet. If your information is good they’ll keep reading. Don’t ramble.
Break the information into small paragraphs or bulleted lists. Long blocks of text are overwhelming and harder to read.
Make it personal. Use their name at the beginning if possible. Talk about things happening in your local city. Let them know your company is community-minded.
Put the most important information first – If they only read the first few lines before they’re distracted, you’ve still made your point.
Have a clear call-to-action – Tell them exactly what they should do next.
Provide Links – Make it easy for them to click through to your landing page or web site.
Include your phone number and the physical address of your business; this is one of the major differences in email marketing to local customers. Not all of them will want to correspond by email. They may want to call or actually drop by your business.
Use a P.S. at the end – This is one holdover from direct-mail days that still works. A P.S. is your last chance to throw in an extra offer or reinforce your call-to-action. Even when people skip reading the email, they’ll often read the P.S. at the end.
Don’t send it on Monday – Everyone’s busy, they’re not happy to be back at work, and their email box is full. There’s a good chance your email will get deleted before it’s even opened.
Follow-up – Your email campaign can be the greatest in the world, but if you don’t follow up on the contacts you’ve made or the interest you’ve generated, then you’ve done it all for nothing.
Have your follow-up plan in place from the beginning.
If you don’t have the time or ability to write an effective email campaign, consider hiring a professional. The investment will pay for itself over time with increasing customers and profits.
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