A Guide to Email Marketing

Email Marketing 101

We know things are crazy at the moment for our local businesses. It’s a big juggle managing staff shortages, implications to supply chains and the ever-changing regulations, but there is one thing you can do to help your business maintain sales in this time, and that’s Email Marketing.

Email Marketing is your best friend. It’s one of the most effective ways to engage and build relationships with your customers, subscribers and leads. Why? Because you’re communicating with people who have already shown interest and see value in your business offering, and because of this they are much easier to nurture and convert into customers (and sales). Email Marketing on the Gold Coast can provide that extra push to move these people from the start to the end of the consumer journey.

The Golden Rule

Email Marketing is not about you or your brand, it’s about your audience. You need to really get in the mind of your target audience and create content you know they will value and engage with. Keep things simple to begin with and segment your contact list into customers and leads.

With your leads, your communication should give them the information and tools (in a non-salesy way) to make a purchase decision. Maybe that looks like behind the scenes content, product features and/or exclusive discounts. When it comes to your customers, Email Marketing is all about nurturing the relationship and doing what you can to get the most out of their appreciation for your brand, for example, tips on how to care for their purchase, how to use it in unconventional ways, loyalty and referral programs and asking them to leave a review. Top tip: offer something of value to your readers in exchange for an action, for example leaving a review, because if there is something in it for you, there has to be something in it for them.

Email Marketing

If you have a little time up your sleeve (perhaps when you’re isolating at home 😳), setting up and automating a series of emails is the best thing you can do. Create a flow that a takes a newsletter subscriber or new customer on a journey to learn more about who you are and the products or services they are specifically interested in. The automated flow means all your new customers and subscribers are regularly reminded about your brand automatically. Remember, the content in these emails must be targeted to the reader (customers and leads need different information). Mailchimp is the place to get started and there are plenty of tutorials on YouTube to help when you get stuck.

Reach your readers in their inbox at the right time, with relevant and personalised content in a consistent manner and it’s more likely you’ll make more sales. Remember, there is a fine balance when it comes to how often you should reach customers on email. Don’t be a spammer - touching base with your valuable contact list every week or two is more than enough.

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