“The Secret Most Small Businesses Need to Know”
As a small business owner or professional have you ever wondered what it would be like to have a rapidly growing email list of subscribers and clients?
Now if you already have a growing list of subscribers and clients, then congratulations and stay the course. But if you are still one of the many offline companies struggling with email marketing, then this post if for you because I am going to share three steps on how offline companies and individuals can better use email marketing in their businesses.
As I’ve mentioned in previous articles and posts, offline businesses for the most part do not understand how to market with email. Some are great at marketing to their existing client lists through direct mail and direct response marketing, but when it comes to utilizing email they simply don’t have a clue.
Why do these businesses continually miss the boat?
Personalization is one the missing components. I see it all the time. Instead of saying Dear Dave or Hey Dave or just simply Dave, what do they do?
They simply bunch us all together with no personalized greeting and then send e-blasts that are so convoluted and crammed with information that you need a backhoe to get through it.
It’s like they need to say everything all at once, instead of communicating with a more targeted approach. The approach that more clearly and concisely states the offer(s) and calls for a response.
On the other hand you have big corps like the airlines – they kind of get it but still don’t personalize enough or find out what we, as consumers really want to receive. They just assume since you fly with them that you’ll be interested in other kinds of offers, some having to do with travel and some not at all.
It’s a mass-market approach versus a targeted approach.
Ok – let’s wind ‘er down…
It really boggles my mind that more companies and marketers don’t survey very often or at all, and use their email platform to do the heavy lifting. Surveying can make the difference and it’s worth doing every so often to see what customers and subscribers are thinking.
If you are involved in a small business that already has an existing list of clients, you can turbo charge your email marketing efforts just by tweaking a few things:
1. Personalize each and every message that you send to your email list.
2. Add & mix in quality content messages that build up to your sales and promotional messages.
3. Survey and Segment all your lists so you can better serve those that have chosen to stay subscribed.
BTW – if you are using email marketing now and haven’t implemented the three steps above; put them into action as soon as possible. If you are not using email marketing and want to learn how, subscribe to the List Building Guide and get started now!