Small Business Email: A Formula To Increase Sales Every Month – Part I
Email marketing provides one of the most cost-effective opportunities for small businesses to increase revenue. With a little bit of planning, you can turn subscribers into customers month after month.
Here’s a monthly playbook to help you get the most out of your email campaigns throughout the year. Keep in mind that, depending on your company’s specific business cycle, you may need to swap the order of the strategies outlined below. Whatever your business specialty and wherever you’re located, you’ll find these strategies applicable across the board.
January
When January 1 rolls around, many of us make New Year’s resolutions – to lose weight, quit smoking, whatever. However, year after year, the percentage of resolutions broken far outpaces those kept.
In your email marketing, resolve to stick to a marketing plan – a formula – that works for your business.
Let’s start with January. If you’re not in a position to offer discounts, offer your subscribers a hint of things to come. Give them a reason to come back – and to open (and click on) your emails for the upcoming year.
Luxury travel company Splendia does exactly that in this attractive and friendly email:
February
Valentine’s Day falls in February, so show your subscribers some love. Let them know how much they are appreciated. You can do this in various ways… offering special discounts, limited-edition items, exclusive content and more.
Roots gives its subscribers a sneak preview of a sale – both online and in stores. People love to get first dibs, so think of how you can use this concept in your email marketing.
March
It’s fall in New Zealand, and the leaves start to change. The seasons also are starting to change in many places around the globe. Now’s a good time to change up your email marketing strategy. By that, we mean it’s time to test. Test subject lines, calls to action, colors, copy, images, day of week sent, time of day sent, landing pages. You get the idea.
If you’ve tested something before, test it again. Remember, your list is constantly changing, too. Your products/services probably have changed, as well as what your competition is up to. So test, test, test.
April
April heralds the arrival of Easter, a time of renewal. Now is the time to re-engage your subscribers. Take a good look at your list, and determine which inactives you should target with a re-engagement campaign.
Online radio site Earbits uses a clever, humorous approach in winning back visitors:
Humor may not be right for your particular business, but you can use your re-engagement emails to really connect with your inactive subscribers and show them all you’ve got to offer (and all that they’ve been missing).
May
It’s Cinco de Mayo, which translates (loosely, that is) to FUN! Liven up your emails a bit. Share fun facts about your company or industry with your subscribers.
Speaking of sharing, promote your social-sharing sites (Facebook, Twitter, Pinterest, Instagram, LinkedIn and the like) in your emails. Don’t forget to encourage email signup on your social-sharing sites as well.
Beauty retailer Peter Thomas Roth encourages subscribers to like the company on Facebook – and rewards those who already are fans.
June
June 1 marks the Queen’s Birthday holiday in New Zealand. No matter where your business is located, remember to treat your subscribers like royalty. It’s more than simply serving up special discounts and offers. It’s about respecting their email preferences (frequency, for one), their privacy (never share your list, no matter how enticing the monetary reward might be) and their format (smartphone, tablet, desktop).
See our next post for Part II…
Tagged in: Earbits, Peter Thomas Roth, Roots, Spendia