The Untapped Goldmine of Email Lists
Picture this: you’re a local business owner with a bustling customer base, ranging from hundreds to tens of thousands. Each of these customers has already engaged with your business, shown interest, and possibly made purchases. But are you actively staying connected with them? Here’s where the power of the email list comes in. An email list is not just a random compilation of addresses; it’s a curated group of individuals who have shown genuine interest in your offerings. Yet, astonishingly, many local businesses aren’t sending emails to their lists, effectively missing out on a golden opportunity for outreach.
The “Bothering People” Myth
One of the most common reasons I’ve encountered for businesses not utilizing their email lists is the fear of bothering customers. It’s natural to be considerate, but let me assure you, your customers want to hear from you. If someone has already engaged with your business, whether it’s through a purchase or showing interest, they are more likely than not interested in your updates and offers. Yes, there might be unsubscribes, but don’t let that deter you. Think about it – even if a handful of people unsubscribe, you still have the majority who welcome your emails. It’s all about perspective; one unsubscribe is a drop in the ocean compared to the potential business growth that effective email outreach can bring.
Crafting Engaging Email Content
Now that we’ve tackled the fear of bothering customers, let’s explore how you can craft compelling email content. Start by utilizing your email list for seasonal specials and promotions. Imagine you’re a local window washer running a Winter Special during your slow season. Sending an email to past customers who might not have considered your services in the colder months could lead to unexpected business. Similarly, if your business operates on a schedule, keep your email list informed about your availability in different areas.
Beyond the Sale: Building Relationships
As a local business owner, you have a wealth of expertise related to your field. Share this knowledge through your email list. Create value-driven content, such as newsletters featuring local events, helpful tips, or educational insights related to your industry. Even if these emails don’t directly lead to a sale, they serve as touchpoints that keep your business top of mind. The more you demonstrate your expertise, the more likely customers are to turn to you when they need your services.
Integrating Social Media and Email Marketing
Repurpose your social media content for your email newsletters. Some of your email subscribers might not follow you on social media or might miss your posts due to the algorithm. By repurposing these posts, you’re ensuring that your message reaches a broader audience, and you’re providing multiple touchpoints for customers to interact with your brand.
Consistency is Key
To maximize the impact of your email marketing, establish a consistent sending schedule. Whether it’s once a week or bi-weekly, find a rhythm that works for your business and your audience. This regularity keeps your business on customers’ radars without overwhelming them with excessive emails. A monthly frequency might be too sporadic, while daily emails could become an annoyance. Striking the right balance is essential for maintaining a positive relationship with your subscribers.
Conclusion: Harnessing the Potential of Email Lists for Your Local Business
In a world where digital marketing strategies abound, the humble email list remains a remarkably potent tool for local businesses. By dispelling the myth of bothering customers and embracing the versatility of email marketing, you can connect with your audience in meaningful ways. Seasonal specials, informative content, and integrated social media posts are just a few strategies to tap into the potential of your email list. Remember, you’re not just sending emails; you’re building relationships, fostering loyalty, and driving your business towards sustainable growth.
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About Abby Johnson
Abby Johnson, is Matterhorn Business Development’s Chief Mentor, resident organizational genius and Certified Profit First Professional, helping our clients grow and organize their businesses. With a passion for empowering businesses to thrive and extensive experience in helping clients grow their revenue and manage their finances profitability, she’s committed to making a positive impact on your business.