If you’re looking for a cost-effective way to communicate with your customers, why not try email marketing? Here are a few tips to help you engage with your audience.
What do you want to say and why?
What are you looking to achieve by emailing your customers? Is the information going to be beneficial to them? Are you reminding people that you’re still open? Do you need to alert customers to a delivery issue? What’s your Call to Action (CTA)? Don’t email your customers just for the sake of it. They don’t need to be bombarded with sentiments that are already in the public sphere. Create content that is unique to your business.
If your business is closed due to Covid-19
Has your workforce been volunteering while they’ve been furloughed? Have you been donating produce to a homeless charity? Share this news by email and through your social media. You’ll be helping to raise the profile of a deserving cause. Customers value companies that are socially responsible, too.
Reviewing your mailing list and GDPR
If you haven’t reviewed your customer mailing list in months then it’s time to do so. Schedule this in at regular intervals, so you can analyse the numbers of subscribers you’ve gained and those you’ve lost. What were the reasons for the unsubscribes?
Make sure it’s easy for people to unsubscribe from your website, so you abide by the General Data Protect Regulation (GDPR). You’ll be fined if you breach it. Find out more information on GDPR from the Information Commissioner’s Office (ICO):
https://ico.org.uk/for-organisations/guide-to-data-protection/guide-to-the-general-data-protection-regulation-gdpr/
Segmenting your messaging
Have you divided up your mailing lists, so customers receive specific messaging? Some people may like an alert every time you upload a new blog post. Others may be happy to receive details of your latest offers. Give your subscribers the option to choose the emails they receive. You can create a tick box section for this on your registration form. (Special offers, news, tips and advice).
Engaging with your customers all year round
Don’t wait for a crisis before you reconnect with customers. It can create the impression you’re jumping on a bandwagon by using a pandemic as a promotion. Create a Content Strategy that engages with people throughout the year. You’ll help build an audience that’s interested in your messaging and your business.
Measuring your Return on Investment (RoI)
Sign up to Mailchimp, and you’ll be able to measure how many people opened your email, alongside a host of other metrics. And it’s free!
