Did you know that email marketing is one of the most successful ways to promote your local business?
Far from dead, email marketing is highly targeted and cost effective. However, there are ways to get it wrong, particularly when you’re new to this marketing technique.
If you want to make email marketing work for your local business, there are some methods you’ll want to focus on.
In this useful post, you’ll discover some of the best methods to promote local business through email to attract and retain customers.
Build up an email list
The first thing you’ll want to do before you promote your local business through email, is create an email list. That is, the people you will be sending emails to.
These days, you need to be careful when targeting consumers, especially in Europe. GDPR rules mean you can’t just randomly start emailing people who haven’t signed up to your list.
In the past, companies used to buy a list of prospects to reach out to. These days however that isn’t a good way to do business. Instead, you’ll need to make sure you are only emailing those who want to be contacted by your business.
So how do you do this? Easy! You can encourage email sign ups by offering a free lead magnet for example. When a customer signs up, they receive a free informational product, and you get to continue marketing to them.
Promoting new products with offers
Although emails should mostly include useful tips and information, you can send the odd promotional message to your customers.
People love to find out about new products arriving from their favorite brands. So, stick to promoting any new products you have coming up, and include exclusive offers to boost conversions.
You could even make being informed of new products a USP for signing up to your email list.
Ask for reviews and feedback
These days, customers only consider buying from businesses that have 5-star reviews and feedback.
It’s easy to find out everything you need to know about a business and its reputation online. So, if you want to stand out from your local competitors, you’ll need to show you can be trusted.
Ask customers and clients for reviews and feedback with each purchase. The more positive reviews you can get for your business, the better it will look to prospective customers.
Include the feedback and testimonials in your emails to help encourage customers to make a purchase.
Personalize your emails
Long gone are the days where you could provide general copy and paste style emails. These days, customers want and expect personalization.
You are going to need to personalize your emails to each customer if you want them to be truly effective. Now, this isn’t as difficult as it sounds. There are automation tools that can personalize your emails for you. You can also segment your email list, sending different types of emails to each category of customer.
The main thing to remember is to use the customers first name in the intro, rather than something generic such as “dear customer”.
Localize your subject line
If you want to generate more local results, adding local information into the subject line can help.
For example, if you are a life coach offering your services in Cleveland Ohio, be sure to mention the location in the subject line like so:
“Get your life together with my exclusive coaching program in Cleveland Ohio”
“Don’t miss this awesome coaching opportunity for Cleveland residents”
Mentioning the local area will garner a lot more interest than a generic subject line.
Make use of automation tools
One of the best tips you can follow when promoting your local business through email, is to invest in automation.
The key to email marketing success is to send out timely messages throughout the buyer’s journey. When you have a business to run, it can be difficult keeping up with the number of emails you need to send.
Automation tools let you schedule emails to send out at specific times. They can also take care of your welcome emails whenever a new customer signs up to your list.
Overall, email marketing can be highly effective at helping local businesses promote their products and services. The above are some of the best methods you can use to increase the effectiveness of your email marketing campaigns.