6)
Pick your target market effectively
– this means choosing a large enough market for you to get results, in the right areas, and with the best demographic information (if applicable). Really think through who your current customers are, and who you’d like to reach – meaning who do you think would be your next most likely customers? This might not be simply residents nearest your place of business; it could in fact be a more family-oriented suburb a couple of ZIP Codes over, for instance. You also might wish to expand your radius to really saturate your target area.
7) Repetition is key – Email marketing
studies have shown that most prospects must see the same or similar email three to seven times in order to buy. Don’t give up after one or two email campaigns that don’t get the initial results you are looking for. Remember, it takes time for a new prospect to grow used to seeing your offer, and to trust you. It won’t happen if they only see your emails once or twice, but persistence and continued relevance can and will pay off!
8) Make a good offer – an informational or benefit-driven email is usually not enough. A good offer will entice the reader to act – especially if it is a limited time offer. This creates urgency which drives buying behavior. Typical “limited time only offers” include a dollar-value savings, or giving something away free that is inexpensive for you but of value to your prospects. If your offer is “a percentage off” remember to include the original price – these types of offers aren’t as effective unless the reader knows what the initial cost is so they know how much they are saving.
9) Include some information, but not
too much – if your industry is one that people may not know much about, it is important to educate them. Give them the most basic information, often what you take for granted, but which might be interesting to them – i.e. benefits of creative childcare, key financial information, or steps to take when looking for a new car. However, don’t give too much away, or your reader will simply use your information without having a need to follow up with you first.
10) Find a convenient sending solution –
most small to medium sized businesses are not set up for mass email marketing, but it has a payoff in terms of the reach, efficiency, and cost-effectiveness. Most
mass email providers will only let you send to your current customers from your own opt-in list, but you want to reach new people too. There are companies that can do the whole process for you; from design to supplying the email lists to sending your emails and tracking your results (while still staying CAN-SPAM compliant).
Greg Brown is Director of Marketing at Melissa Data, a direct marketing software and services company. Having worked for over 10-years on both the client and agency side, Greg brings a unique perspective to developing creative, results-oriented marketing programs to acquire and retain customers.
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