Email: Reopening the Closed Door
Email Your Customers!
Imagine you just closed the door on 100 customers. If you don’t have an email marketing strategy, that door is likely to stay closed.
Think about that for a minute. You’ve just lost the ear of the following customers:
What Do You Have to Say?
Now that you’ve heard what your customers want, you’re more likely to talk to your suppliers to meet the demand. That’s great business practice, but how do the above customers know that you are now stocking local craft beers, decided to order a case of flavored vodkas to see how they sell, that your employee didn’t know that you do offer gift certificates, and that anyone who buys in bulk gets a VIP discount?
The answer is email!
via GIPHY: She accidentally deleted an email from her favorite store.
We Surveyed 100 Customers…
Okay. We didn’t really survey anyone, but we did look at a variety of statistics about email marketing. On average, email from a retailer has a 20% open rate and 3% rate of click-throughs to the website of the store that sent the email.
Doing the math, if you convert those numbers to 100, of those 100, 20 customers are going to read an email from you. That’s 20 more than are going to hear anything you have to say when they leave your store without a way for you to contact them. And, if your email features the local craft beer section, a recipe for using flavored vodkas, lets customers know about your wine tasting and the associated 6-bottle discount, and has a banner to remind customers that you offer gift certificates for special occasions—you’ve targeted the interested customers who walked out of your store unsatisfied. Using our statistics, 3 of those people are going to click through to your website to see what’s on special or learn more about the wine tasting.
Email is important.
Start Building Your Email Strategy
Zero email strategy means zero guarantee that your customers will return to your store once the door closes behind them. Building an email list by asking your customers for their contact information opens the door to communicating to them about the things you know they want, the events you’re hosting, or the offers you have for them.
We want to help you reach back out to your customers. Adam Nackers, our digital marketing consultant, is hosting a webinar to show you how to build your email list and use it to effectively communicate to your customers. You don’t want to miss this so register now. We’ll email you reminders, we promise. (Remember, we’re fans of email!)
