Email marketing is not dead, despite what you may have heard. In fact, far from it. 33% of the population of the world uses email to communicate. Email marketing is the tried and true digital marketing channel to reach and engage with customers and potential customers, with an average return of $38 for every $1 spent, and it is easy to do with tools such as ConstantContact.com and MailChimp.com – which are free to get started!
How would email addresses be collected?
Add a form to the website asking for people to join the mailing list, or have a drop-box/list in the business where people can add their email. This method works well when combined with an incentive to sign-up (e.g. monthly gift-card draw). Be aware that there are strict laws in Canada referred to as CASL (Canadian Anti-Spam Legislation) which means a business can only email people who have actually signed up to be emailed. These methods for collecting email addresses are legitimate. Taking a neighbouring businesses list is not.
What would be included in a monthly email newsletter?
- Think value! Share recent blog posts, what’s new at the business, industry news, local news, sales, offers, promotions. Include something special just for newsletter subscribers – e.g. “mention this newsletter when you visit the restaurant and get $2 off a dessert”.
- Use images to catch attention.
- Don’t go overboard. 3-4 pieces of content with an accompanying image in the newsletter is plenty.
- Don’t forget to include key information required by CASL to be anti-spam compliant, including a full address and a clear opt-out link.
- Keep an eye on the results. How many people opened the email? If low, review the subject line. How many people clicked through to more information? Again, if low, review the content. How many people unsubscribed?
You don’t have to just stop at a monthly newsletter, depending on your time and skill level. Emails can be sent for all sorts of reasons – however, don’t just send emails for the sake of it, ensure every email sent serves a purpose.
- You could send a welcome email when someone first subscribes to your newsletter.
- You can segment your list of subscribers and send specific, more personalized emails. For example, identify your more loyal/regular customers and send them special offers to recognize their loyalty.
- Send a series of emails promoting an upcoming sale or event that people would find interesting or valuable.
- Thank people when they make a purchase.
Whatever you do, don’t be spammy. Make all emails valuable to the person reading them. Try not to be too boring either – have somebody else read your proposed email and ask if they think it’s dull, and see how it can be jazzed up a bit.
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