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29 09, 2018

THE WINNER? EMAIL MARKETING

By |2018-09-29T16:52:57-04:00September 29th, 2018|Categories: Blog, email marketing|Tags: , , , |Comments Off on THE WINNER? EMAIL MARKETING

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CRM or Customer Relationship Management is the key to your business. If you want them to remember to tell their friends about the service they got from you, stay in touch. The best way to do it is still email marketing

Think email marketing is history, think twice. According to Clutch Research’s the Manifest; 69% of businesses spend time and money on email marketing. The main goal of email marketing is to stay in touch with sold customers and to entice consumers who aren’t yet customers. Segmentation of groups is the key to connecting with different types of customers. A customer who hasn’t bought shouldn’t receive the same email as one who has. An occasional coupon or special offer again depends on the type of customer.

The more you know about your customers, the more personal your emails will become. I have several customers who always respond to my emails either by return mail of a phone call! It’s great knowing there’s someone on the other end who really appreciates the correspondence. There are others who rarely respond but when I meet them at conventions, they are quick to tell me how much they appreciate my emails.

 “Email is one of the few media where you can engage with customers who have signed up to receive communications from you, says survey author Kristen Herhold. With email marketing, people have said, ‘Yes, I want to receive emails from you.’ What could be better than people who want to hear from you?

Here are the highlights of the survey:

  1. Businesses send a variety of email marketing communications, with product/company updates, promotions, newsletters, and event invitations. The type of email depends on your customer and how often they might use your services.
  2. To keep your emails alive and relevant, it’s smart to send out a variety of email communications.
  3. How often do you send out emails? The survey says that 32% send materials daily, (wow) or weekly 41%. The more your customers use their brand, the more frequent your emails.
  4. Want more customers? The best way to get them is to offer something of value.

 

I worked at a car dealership several weeks ago following up on their  email offer. If the customer brought in the sale letter,  they received a $10.00 gift card from Target. Now $10.00 isn’t much but people were delighted to get them and intended to stop there as soon as they left the dealership! The key for the dealer ship was to update their customer list, (what auto the customer was driving,  how many payments they still owed, and if they were planning on purchasing a new car.) This information was turned over to the salesperson to develop a relationship.

 

It’s amazing how powerful a $10.00 gift card can really be!

Lisbeth Calandrino has been a Business Strategist, Trainer and Professional Business Coach for over 20 years. To connect with Lisbeth and discuss ‘what keeps you up at night’, reach her ast 518.495.5380 or at [email protected] You can sign up to receive these emails regularly or connect with Lisbeth at Floorcoveringnews.net.

#floorcoveringnews.net #Lizbizfloorcoveringnews.net, #emailmarketing #Kristenherhold

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4 10, 2015

7 Mistakes That Make Your Email Campaign Look Lame

By |2017-03-03T12:06:51-05:00October 4th, 2015|Categories: Advertising, Blog, Customer Service, email marketing|Tags: , , , , , , , , , |Comments Off on 7 Mistakes That Make Your Email Campaign Look Lame

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Email marketing needs a plan to be effective.

Email marketing needs a plan to be effective.

Everyone says they’re doing email marketing but are they really? Sending out a few emails when you feel like it is not the same as having an email campaign. I get great email blasts from my friends, and then they disappear. I’ve even called and asked several what happened to them, and they say they got tired of sending them! One friend said her customers liked her message, but it was too much work.

Here are 7 mistakes that will make you look lame and actually hurt you.

  1. Not segmenting your customer lists. Basically, “one size fits all” when it comes to the message can be a problem. A customer who bought recently is not the same as one who bought five years ago. Each should get a message, but it should be different. Of course, the one who just bought should be thanked and the other should receive an incentive to come back to the store. This is not good customer service.
  2. Are you disregarding the customer hasn’t bought? Are you collecting their email? Getting their information is critical to staying in touch. If they are really interested, the right message will send them back into your store.
  3. Do you start a campaign and then stop? If you’re’ going to do a campaign, you should do it for at least a year. You want your potential customer to look forward to your messages. The messages should be interesting and fun, not filled with advertisements.
  4. Not using a service to send out your emails. Your email service is not set up to handle over 50 emails. Not only that, because of the sophisticated servers, you’re likely to be cut off from potential customers, particularly if you don’t have an “opt out” section.
  5. Do you send out emails without a goal in mind? What is worse than getting emails that don’t seem to have a reason or links to your web site or social media? The reason for an email campaign is to keep in touch with your customers, or potential customers, and provide value.
  6. Do you only send emails when you have an offer? If this is when you send them, those responding will need something. The others will probably consider you a nuisance and go away. The idea is to send an assortment of messages so everyone will remain interested.
  7. Do you send out emails without a long-term plan? It’s called “email marketing” because it’s a marketing plan. You want to have a plan that makes sense to you and the customer. If you don’t you may be doing more harm than good.

As my mom, used to say, you only have one reputation. Take care of it.

Lisbeth Calandrino has been helping businesses build sales and marketing strategies for over twenty years. For more information on email marketing, go to http://followyourcustomer.com/ and sign up for a webinar on customized email marketing.  [email protected]

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