picture source: Pixabay
A couple of my favorite small businesses have closed recently
This makes me so sad. I loved the restaurants. I didn't go as often as I should have. After thinking about it, both businesses have something in common.
I was on the email list for both of them. When the businesses were new, they were emailing regularly. They told me about bands playing, specials they were having and reminding me that they were open. They sent me images of chef specials that made my mouth water. I saw their name in my inbox. They let me know they wanted me to come back. When I did visit, I probably never mentioned I came in because I saw the email. How would they know? But I was reminded to come by and I did.
As time went on, the emails became less frequent. For one of them, I don't think I have seen an email for almost two years. I didn't get the reminders that they wanted me to come back. And guess what - I didn't think of them when it was time to make a decision for where I wanted to go eat out or sip on a glass of wine. I didn't come back.
Did they close because they quit sending emails?
I realize that there were many reasons behind why the owner made the devastating decision to close their doors. I realize I don't know the majority of the true reasons. I only know what I can evaluate on my end. I used to get emails with glorious pictures of what the chef had whipped up. Or Social Media posts of the band that was playing. They quit coming as regularly or they just quit. I didn't think of those places when I was considering where to shop or eat. They were not "top of mind" because I had not seen them in a while.
Why should you keep sending emails?
You keep the emails that you collect in the Email Service Provider you select. (Of course, I think that one should be Constant Contact for most local businesses). You are able to segment your list and send emails customized for each of your clients. Sending emails that are interesting to your clients keeps them interested in doing business with you. Take some time to figure out how you might segment your list. i.e. a pet store you might tag the cat owners vs. the dog owners. Focused emails to segmented lists make for higher open rates, better click through rates and higher sales (or money in your pocket.) I am guessing that your open rate for emails is still higher than the reach of many of your social media posts. Will you ever get a 100% open rate. Not unless the only person you send the email to is your mother. You have to promote consistently. That doesn't mean every site every day - but more than once a week on social media. I suggest a minimum of a newsletter a month (and with Constant Contact you are able to post a link to your newsletter on your social media so you get more mileage from that email).
Schedule an email today!
When is the last time you sent out a marketing email? How regularly are you posting on social media? Join me on the Online Marketing GPS and let me remind you to post and schedule recently so you are staying in touch with clients who want to remember you and come in to see you. The people on your email list want to see more of you. Show them the cute things you got at market. Share with them events you are attending. Keep in touch with them. Leave your clients wanting more - show them that they want to come in to see you again.
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