The Case for Email Marketing
By Susan K. Edwards, Wildhair Studios’ Rock Shop
The world has changed in the last 20 years and the way small businesses survive and market to their customers has had to evolve with it. Mailing physical marketing materials has always been expensive but is generally out of reach for most modest advertising budgets. Today, most of our customers rely on more digital sources to get their information.
Happily, there are many effective ways to jump into the digital river and deliver effective, budget-friendly marketing. Websites, social media, text messages and of course emails are just a few.
Assets
Many consider their client list as valuable as their employees and inventory. Face it, people buy from people they know (or think they know… i.e. brands) and trust. Your customers are already friendly faces. They already have done business with you and are likely to continue. That is if unless they forget about you.
If you’re like me, I have a very limited advertising budget, so I’m always looking to leverage anything that is low cost and effective to keep the customer engaged and thinking about the Rock Shop. Email marketing has been one of my MOST successful strategies. Social media is the other.
Email marketing is a cost effective, easy way to send news, sales and service information to your current and potential clients. It’s simple to get started, even if you have little to no computer expertise or don’t have a website or social media presence.
Most companies that host your website offer free or low-cost options and provide easy-to-modify templates for the novice. The major email service providers usually offer free trials and low-cost monthly options.
No matter what kind of business you run, consistent, professional email communications with your customers and prospects will help you drive traffic and grow sales. And… they can help keep you and your business Top Of Mind.
Factors to Consider
You still might be wondering if email is still a worthwhile marketing strategy. According to the Hubspot blog article, Email Marking Stats, their reports show that each email campaign generates $38 for every $1 spent, which is an astounding 3,800% ROI, making it one of the most effective options available.
In the blog, GetResponse, mobile devices accounted for 46% of all email opens with 35% of business professionals checking their email on a mobile device. Like it or not, your customers are conducting digital business and information gathering using their phones.
How to Get Started
If you have a website, first check with your hosting company. They likely offer the service and it may already be a part of your plan. I’ve used GoDaddy in the past, but now host my site with Wix. Both have email marketing plans that are simple, inexpensive and effective. They professionally manage your client list, offer unsubscribe options and keep you out of trouble with the email police!
If you don’t have a web hosting company or don’t want to use their plan, the two I have experience with are Constant Contact and MailChimp. Both are excellent, but a quick Google search will reveal there are many others.
If you choose to send bulk emails directly from your email account, be sure to send the email to yourself and hide the recipient’s emails in the “BCC:” (Blind Carbon Copy) NOT the “TO:” section. If you use the “TO” option, you are exposing the client’s emails and anyone can see them and copy them. It’s a major breach of their privacy. This is not a great choice and leaves you to fend for yourself to navigate the tricky laws around bulk emails.
Best Practices
I send a weekly email each Monday and include a topical blog article, recipe, helpful tips, news from the store, highlight upcoming classes and events. I include links to register for classes and events, and products they can purchase online. It doesn’t really matter how often you send them out but the key to success is to be consistent.
There are strict laws about spam emails and what kind of content you include. Any service provider you choose will steer you to that information. In general, you want to send your email to clients and prospects you would like to be your clients who have given you their permission.
We collect emails of interested people in several ways. You can collect them on your website with a signup form. Ask your tech buddy to help, or hire a professional if that is above your skill set. We offer to add the customer’s email at the end of each sale via our Square Register at each sale. Many POS systems have a similar option. You can add a email signup form on your business Facebook page. I have a YouTube channel and offer free resources they can download in exchange for their email. But an old-fashioned pad and pencil works just as well… it’s just more work to add them in later.
If you haven’t been collecting your client’s emails, get started. It’s taken me 5 years, but I have over 3,000 on my list now. I get most of my class registrations via my weekly email.
Evaluation strategies
Like any marketing campaign that costs you time and money, have a way to measure its effectiveness. If it’s not working, make adjustments or cease wasting your time and money! Give a it few months to take off and then look at your results. I think you will be astounded as to how your business increases.
Summary
If you’re not currently staying in touch with your customers and prospects via email marketing or social media, I highly recommend exploring those options. Do you have to? Nope. But you can bet your competitors are.
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More About The Rock Shop! Largest Retail Store & Metaphysical Resource Center in the Region Our unique shopping experience offers New Age & metaphysical products, an ever expanding book section, artisan gifts & healing crystals. We strive to offer products and services to inspire people to surround themselves with positive energy, reduce stress and feel better. The 1,800 sq. ft. store is located in the heart of Historic Downtown Paducah, Kentucky and is well stocked with healing crystals, new age supplies, aromatherapy, essential oil products, sage, jewelry, pendulums, candles, an enchanted fairy garden, alternative healing tools, angel items, healing crystal jewelry and unique gifts. We are normally open Monday through Saturday, 11 am to 6 pm. We are just blocks from the riverfront with charming restaurants, museums and shopping nearby. We offer a variety of classes, workshops, energy healing and intuitive readings.
More About Susan K. Edwards A little more about me... I'm a light worker, Licensed Spiritual Healer (LSH), Advanced Pranic Healing® and Reiki Master, Christian minister, author, facilitator and public speaker. I clear, charge and program the crystals before they are sent to the customers. If you are in the Western Kentucky area, please stop into our metaphysical resource center! Our unique shopping experience offers New Age products and services to inspire people to surround themselves with positive energy, reduce stress and feel better. The 1,800 sq. ft. store is well stocked with healing crystals, new age supplies, aromatherapy, essential oil products, sage, jewelry, pendulums, candles, fairy garden items, alternative healing tools, angel items, natural stone jewelry and unique gifts.
Photo by mehdi lamaaffaronUnsplash