Local Email Success: Examples of Local Businesses Successfully Using Email to Grow Sales
Smart local businesses know they need to be where their customers are in order to be heard. Gone are the days of simply running a newspaper ad or buying a spot in drive-time radio.
Today’s customers are on the job… on the go… and on their smartphones. It’s a known fact that many employees check non-business emails during the workday.
Email marketing isn’t the domain of just national chains and big-box retailers. It’s a cost-effective marketing channel, which is why local businesses need to up their email marketing game.
Here are several examples of how local businesses are using email to grow sales…
If you’re competing with the big guys (in this case, the Dunkin’ Donuts and Starbucks of the world), give your business some personality – and give your customers a reason to stop by. This bagel shop does that with this clever email and money-saving offer. It’s perfect for people grabbing a quick bite on the way to work or during a lunch break.
My only complaint is that the email header takes up too much space. In the preview pane of my inbox, I can’t see the offer – only part of the top image, and not even the phone number or address:
The following email from a local sports company shows that this business cares about its customers. It appeals to parents who want their kids to be safe. Think of events you can hold at your own business, and how you can use email marketing to promote them.
If you own a local or regional print publication, think of online communications as your friend – not your enemy. In fact, many publications, like this one, are making the transition from print to digital. And, if you’re a local business, think about advertising in the online version of such publications. Also, use PR to your advantage. If you’re mentioned in an online publication, tout it in your emails: “As seen in Name of Publication…” (and link to the article).
Local community centers can use email to notify area residents about upcoming programs. Note that the email below incorporates a QR code to give subscribers additional information. Like many community centers, the Katz JCC is a nonprofit and partners with sponsors for events. If you’re a local business, this is a great opportunity to get your name out there. Yes, there’s a cost involved, but usually there are various levels of sponsorship. You’ve got to factor in all the publicity you’ll receive in exchange.
Email marketing is perfect for local radio stations to promote concerts, sporting events, contests and more. This radio station rewards its loyal listeners/subscribers with a ticket pre-sale event. Note that at the top of the email are logos of partnering businesses. Again, think of ways you can partner with other local businesses to share the fame (and the costs).
Join local business associations so that you can capitalize on their publicity efforts. The email below is from an organization devoted to promoting the city of Philadelphia and its businesses. In this example, local wineries are one of the featured vendors.
Generate traffic to your store with sale events, and make sure you include your store’s location in the email. This retailer doesn’t have a website (gasp!), but includes a link to its Facebook page. Notice that the disclaimer states the offer is not applicable to previous purchases, BUT it mentions a special offer for those who shopped in the past 7 days. Nice touch!
With email marketing, you’ve got to think outside the inbox. That is, while your ultimate goal is to increase sales, you also want your email campaigns to build your brand, educate the consumer, engage your subscribers, grow your list -and to grow sales in the process.
Tagged in: email marketing, Local Marketing, Online Marketing