Do you know how to email your customers the right way? Do you email your customers at all?
If email engagement is not part of your marketing mix, it should be. Let’s take a look at some creative ways to use all those emails on your mailing list.
The truth of the matter is an email list is simply a list of emails that you’ve gathered from visitors/customers that would like to receive information, updates, discounts, and other details about your business in a digital format. Namely, sent to their email inbox. Email lists are important because email marketing is the best way to connect with customers vs. social media.
Customer Email List & Social Media
Social media platforms may experience some type of interruption and if you do not have access to your followers, having their name and email is essential. In order to take advantage of connecting with customers through your compiled email lists, you need to work on email list building.
How? Gather email when you do the following
- Attend events
- Customers make purchases
- Through popup signups on your website
- Website forms
- Offer a freebie
- Promote a newsletter or monthly menu
- Host contests
- Ask for it!
Remember, when a holiday is right around the corner it’s time to ask for your customer’s contact information. Yes, they make be ordering for the holidays, but don’t allow them to be a one-time-order. Don’t be shy. Grab the following:
- A first name and phone number.
- If you want to get a birthday month, great. You can send out monthly emails to remind them you’re in business and wish them a happy birthday.
Got a Customer Email List? Email Your Customers
After creating an email list. Use it to make your customers feel exclusive. Send a huge discount code that only email subscribers will receive. This is appreciated during a downtime. Say, the middle of January or March.
Email engagement should make customers feel special. It’s all about making your customers feel appreciated. You can also build your list by simply giving away free miniature products or recipes when they subscribe. No, not recipes to your products, but foods that compliment your product.
For example, if you make jams, jellies and preserves, offer a recipe for scones.
For example, when you join our email list you will get one of our FREE signature miniature cupcakes for the week with your next order.
Managing Your Email List
Keeping your email lists organized is crucial. Don’t worry about folks leaving your email list. Your first thought is to build it with as many customers as possible. Right? Not true. You want paying customers. Those folks who are willing and able to pay the price you’re asking for the product you sell. You don’t want customers whose only goal is to buy using your discount codes. Fill your list with loyal, committed customers who value your business, product, and skills.
- New customers feed your ego
- Repeat customers feed your wallet
The Importance of Emailing Your Customers
Before we jump into the importance of emailing your customers, let’s look at how often you’ll want to engage. A good approach could be to send emails once or twice a month. If you’ve got great content, and information about your products, a photo gallery from which customers can select a product and order, awesome!
According to a study by Microsoft, the average human being now has an attention span of eight seconds. This is a sharp decrease from the average attention span of 12 seconds in the year 2000. You goal not because email them and gently nudging them over to the buy now button or that Call To Action as quickly as possible.
Oops, too slow, their attention span has taken them to another website. Before we move on check out the 4 email messages your customers will always open.
Email Your Customers – What To Say
The email should be conversational. You can use a monthly check-in.
One of mine was… “Hey Pie-pers (pie fans), I hope this message finds you doing well. I’m checking in to let you know that this month we’re featuring out twins-pies. You can select from…”
- Keep it simple
- Use amazing images of your food
- If it’s important, it bears repeating. Include product details.
- Make your content engaging and make sure you have a call to action.
As you build up your list you can continually monetize it by pitching multiple products.
If you aren’t selling any products on your website, you should still collect emails so you can get people back to your site on a continual basis. Use an email marketing service like Mailchimp or Constant Contact (there are others, Google them) and keep in mind if you have to get to the point where you need to pay for the email service, that’s a good thing.