Email marketing is a very powerful, cost-effective way to connect with your customers. If done well, email marketing can build and cement relationships, generate sales, and even raise your business’s visibility. One of the questions that the SCORE Westchester small business coaches often hear about email marketing is what type of information belongs in an email marketing campaign: when is something important enough to mention to your customers?
The best email marketing campaigns deliver the Three E’s: Entertain, Educate, and Entice.
It’s essential that your emails look as if they’ll be entertaining; in an already-busy day, your consumer is not going to waste time reading emails that look like they’ll be boring. Fun subject lines help generate reader interest and boost open rates up for your Westchester business!
Every email should leave your customer feeling as if they know more about your Westchester business than they did before. Maybe you’re introducing a new product, or you’ve hired new employees. Let them know! If you’ve gone to a trade show or industry event, let your customers know about the new trends or information they’ll find relevant to their own lives. Look for ways to be of value to your customers. If your customers find that they benefit from reading your email (even if that benefit is a simple smile!) they’ll be more likely to read future communications from you.
You’re in business, and your customers know you’re in business. While every email shouldn’t be all sales promotion every time, there should be an enticing offer and call to action in every communication you have with your customer base. Vary your offers regularly to generate interest. One effective technique is to tie your Westchester business promotions to things your customers are hearing about in the headlines, such as the Olympic Games or Super Bowl.
Don’t miss the SCORE Westchester October 10 workshop: 3 Keys to Email Marketing!