LocalVox Local, Social and Mobile Marketing Made Easy Email Marketing: Strategies and Success Stories to Help You Grow Your Business
Is Email Still Relevant? Your time is precious. Only do something that has a good return on investment (ROI) and grows in value Email drives more ROI than any other channel including social media and PPC advertising More than 50% of consumers make purchases as a direct outcome of email It s 8x more effective to market to existing customers than get new ones
Is Email Right for Your Business? Is your business driven by loyalty and repeat business? Do you have something to say that your customers want to hear on a semi-regular basis? Are you prepared to sign people up at your business, online and over existing channels? Do you have the technology to send emails professionally? Do you have the time / resource / commitment?
Building Your List Ask at the Register Every time. Use a sign-up sheet Fishbowl raffle give-aways, just drop your card Host an Event Make sure there is a sign in sheet Birthday Club Make your customers feel special Comment Cards & Surveys Help customers feel empowered to improve your business Set clear expectations of what the customers will be getting
Doing the Math à ROI If you could drive 30 customers in your door every time you sent an email 600 Customer Email List Growth 500 400 300 200 100 0 Today Month 1 Month 2 Month 3 Month 4 Month 5 Month 6 Sign up just 3-4 customers per day List grows in value over time
What Should I Send? Events, announcements and whatever is new and interesting about your business Remember what s interesting to you is not necessarily interesting to your customer Deals Everyone loves a deal Secrets of the trade make them feel like an insider and advocate Every time, before you send, ask yourself, would I want to receive this as a customer. Ask them for feedback.
How Frequently Should I Send? At most Twitter à A couple times per day Facebook à Once per day Email à A couple times per month Your email box is too full, so is theirs Regularity is important, but relevancy trumps everything
How Should I Design the Email? A friendly face - your branding, your logos, your name clearly visible Short and sweet Your customers are in a rush just like you Clear call to action Tell customers what you want them to do Contact info Make it easy for them to follow up Unsubscribe option It s the law, and it s good business
Reinforce Other Marketing Channels Social sharing links boost click through rates 115%!! You want customers subscribed to all channels - the 20% rule Customers that are subscribed to email are more likely to spread positive reviews and word of mouth
Example: LocalVox Template Your branding prominently at the top Compelling announcement image Links to social presences Short and sweet Clear calls to action
Other Examples What s your brand fun, helpful, luxurious, approachable, etc. Content in the long run is what is important 100s of free templates
What Metrics Should I Measure Open rates 15-25% is typical Daily deal sites see 60% open rates! Click through rates 3-7% is typical Daily deals sites still see 6% CTR Unsubscribe rates ~1% is typical New subscribers, list growth, total people you reach
Grow in Value Over Time Everyone starts at 0. That s ok. You are not supposed to be an expert when you start Look at the competition Learn, constantly improve Work with experts especially at the beginning. But most importantly, just get going
Online Marketing Is Too Complex Life was simple when all I had to do was buy a yellow pages ad Tracey Frost, CEO Citibabes A kid s playspace My website is hard to update SEO changes all the time SEO Consultants are expensive What do I do when Google changes their algorithm? It s hard to message my loyal customers Traditional local advertising is expensive and expires Social Media seems like a full time commitment There are too many directory listings to manage I don t have time to deal with multiple vendors Help!
Time Is Your Most Precious Resource Leverage Great Tools Email (Constant Contact, Mailchimp, AWebber,) Social Media (Postling, Sprout Social, Nutshell Mail) Local Directory Optimization (egumball, Yext) Or Better a Single Platform (LocalVox, ReachLocal) Find Partners Who Have Great Service & Education (LocalVox, Constant Contact)
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Your Local OnlineMarke:ng Solu:on Let Us Know How We Can Help You! Trevor@LocalVox.com www.localvox.com Tel: (646) 545-3400 Fax: (917) 591-2488