ATTN: SMALL BIZ OWNERS. Email Marketing

Is Low Cost, Targeted, Measurable, Effective.

EMarketing blog: http://helpamericaspeople.com/EWP/

The mission of this blog, started by the Founders of www.helpamericaspeople.com, is to raise awareness of the most cost-effective marketing tool for Small Business owners like you     >>>>

 EMAIL MARKETING

 

The content you include in your e-newsletters and  promotional email blasts run a very close second in importance to list management as the key to becoming a successful email marketer.  As a communications tool, the internet has no equal.  Just look at the rapid and pervasive growth of first email, then social media. Add to that the wealth of information available with a mouse click or two.  The depth and breadth of the information available on the internet rivals (and most likely exceeds) the U.S. Library of Congress.

 

As an email marketer your mantra should be:  Content is King!  You’re probably thinking, OK, but what type of content?

 

E-Newsletters

If you’re already sending an email newsletter, or thinking about it, here’s where the ubiquitous 80-20 rule comes into play.  Eighty percent of the content in an email newsletter should be about your customers’ and prospects’ needs, desires and interests. 

This can include industry news & trends, helpful and timely information, how-to-tips, interviews with experts, success stories, testimonials, surveys and links to white papers…and more.   The writing style should be readable and thought-provoking.  Succinct and concise content works better than long articles in this format.  Readers are very, very busy and prefer snippets of useful information.  Also, encourage your readers/subscribers to give you feedback on the enewsletter’s format, frequency and content.

 

Think of an email newsletter as a long term marketing tool; your goal is to build a trusting and credible relationship with your customers and prospective customers.  The other 20% of e-newsletter content can be about your company, but try to keep it more informational than promotional, i.e., new store opening, new product or service offered, link to an article about your company, your company’s recognition, awards and charity/community involvement.

 

Whether your content is written in-house or by a freelance writer, the writer needs to focus on the benefits/solutions your customers/prospects derive when using your product or service. Why is this important?  Because, every customer, both businesses and consumers, are always asking themselves the following question each and everytime they’re exposed to a potential purchase decision:  What’s In It For Me.

 

Solo E-mail Blasts

In additon to an email newsletter campaign, a shorter term, more promotional email communication is frequently included in a business email marketing plan.  Often called an email blast, solo email or email postcard, these communications serve as reminders (“tomorrow is the last day to receive your 25% discount” or “online classes are filling up quickly — you only have 10 more days to register online”), sales alerts, invitations to events or seminars, preferred customer promotions, new customer offers, etc.  Again benefits-driven copy is critical here.  Why should your reader care that there are only 10 days to register for the online class?  Benefit: Because taking this course or program will prepare them for a new, in-demand career as a Medical Assistant in less than a year!

 

When working with small businesses, I recommend a minimum of a monthly enewsletter.  If your content is relevant, interesting and informative, you’ll soon develop a trusting relationship with your target audience.  Be sure to send the enewsletter on a timely basis (if they sign up for a free monthly newsletter be certain you deliver.)  They’ve come to expect the frequency.  They look forward to hearing from you and start believing that you understand their needs. and can solve their problems.

 

The significance of building an ongoing relationship with your target audience cannot be overstated.  As a business owner, you never know when customers and prospects are ready to buy. In fact, research shows that six to nine (or more) contacts are often required to turn a prospect into a customer. Frequent contact with your target audience will keep your business “top of mind”.  When they’re ready to buy, you’ll have a better chance of getting their business.

 

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