Email Marketing For Small Businesses
Why You Should Use Email Marketing
Email marketing is more important than ever as a tool to help improve small business's
customer base and bottom line profits. This is especially true with competition being
greater than ever in this prolonged recession. There is not much else that can impact a
company's bottom line faster than a well thought out email marketing campaign to a large
and well-nurtured email list. A business can easily and cheaply deliver a large number of
customised and personalised messages at predetermined intervals for next to nothing, so
why not take advantage of it?
Every business, big and small should be doing this. Most Small Business have not
developed a serious email marketing strategy and this is something that should be done
sooner rather than later. They are leaving money on the table, so to speak, by not using
this valuable method of marketing.
Before you can conduct any sort of meaningful email marketing campaign, you need to
have a list of people's email address and names if possible. There are a number of ways
to get this moving fast. As they say "the money is in the list".
What is a Customer Worth to You?
Customer Lifetime Value
Most Small Business owners won't know this, but here's how to calculate it:
1. Determine average net spend of a new customer transaction.
2. Determine average number of repeat purchases per year.
3. Estimate average number of years a customer patronises the business.
So, let's say the average customer buys an item worth $100 profit to the business, and
then repeats this process once again in the year, they are worth $200 to the business in
year one. If they remain a customer for 5 years, they are worth $1,000.
Use any figures you want, but this is a simple way to view the worth of a customer
Building Email Lists:
1. Website pages. You never know which page a visitor will land on when they
arrive at your site from a search engine or link. You maximise your chances of getting a
lead if you have a signup form on every page of your site.
2. Special Internet-Only offers: Try to get your customers to get on your email
lists to receive these special offers. The offers can be discounted products, two for one
sales, coupons, vouchers or whatever you wish.
3. Ask for email addresses. Get your staff to ask customers for their email address.
4. Send postcards to your mailing list. If you have postal address information
but not email addresses of existing customers, send them a postcard asking them to subscribe to
your email list. You will want to provide them with some sort of incentive of course.
5. Use Invoices: add a sign up box on your invoices.
6. Rented Lists: Can be useful in building a subscriber list. Be careful and
only use a reputable provider of such a list and make sure your list contains names and
addresses of people who are specifically interested in your type of products or services.
Otherwise a waste of time.
7. Create a Newsletter: and promote it in all your company correspondence and advertising.