Of course it isn't all JUST about sending an HTML campaign. Plenty of people do that and don't get much business off of it. The same holds true for those who plaster the town with business cards and flyers vs. those who hand out the flier or card and actually TALK about their business. Your campaigns need to be in your "voice." They need to be sent only to those who have given you permission to email them. You can easily get email addresses and permission by having an "add me to your mailing list" sign up at your business or an opt in box on your website.
The hardest part for many people to get is that you can NOT be emailing them weekly with what you have to sell them. Your clients might be interested in your mailing list, but soon will either unsubscribe or spam you if you are not keeping in mind that they ONLY care about what is in it for THEM. Thinking that of course they are interested in your weekly sale is a mistake. It does 2 things, it cheapens your product and teaches them to wait for the sale.
So, what DO you put in this campaign?
- Information that is pertinant to YOUR clients: articles that pertain to their interests, health, life, cool websites...keep this brief as you only have 3 seconds to catch their attention.....no one likes to open an email and see a zillion WORDS!
- 70% should pertain to their interests and only 25-30% about YOUR interests....like your monthly special or an incentive for doing business with you.
The main purpose of these campaigns is keeping top of mind awareness, allowing them to have YOU at their fingertips at any given time. They will think of YOU when a friend mentions needing your service, they will think of you when it is time to get a gift for the holidays. The point is, consumers are fickle,they will jump ship if you don't keep your information in front of their face.
It is more than worth the money spent to keep the customers you already have!
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