Over the years, email has proven to be a powerful relationship-building and marketing tool for small businesses to connect — and convert — prospects into buyers. Sleep industry businesses, including e-commerce companies, must keep email marketing at the top of their marketing agenda.
But how to build your email lists? And what exactly will email accomplish? Here’s what you should know about email’s function in connecting with prospects — and keeping current customers informed about discounts, new products/services, and industry news.
Stay Top-of-Mind With Customers – This is critical for success, as customers see similar services/products constantly on social media and the internet. You need to continually connect with your customers — whether it is just a weekly update on new products, a discount, a newsletter, or your latest blog. It’s critical you keep them engaged with your brand.
Email Prompts Purchases – Research shows that nearly one-third of purchases from repeat customers were initiated with an email. When you target specific demographics with a customized email message based on their past purchases, you create a very effective marketing email.
How To Collect Email Addresses? – It’s really pretty simple to gather email addresses. You can have a voluntary sign-up form on your website, but there are several more effective ways to build an e-mail list.
Word-of-mouth advertising – Encouraging referrals and word-of-mouth is the best way to generate leads. Whenever customers have a highly satisfactory experience, they share their good news with friends and family. One study found that 62 percent of business owners have experienced referrals as the best lead generation tool.
The best way to encourage referrals? Make your customers happy with regular sales and exceptional customer service.
Request e-mail addresses at point of sale – With e-commerce sites, this is a simple function in the sale. Face-to-face events in brick-and-mortar stores also serve as a solid opportunity to acquire email addresses.
Offer a promotional price with purchase – Ask for contact information on your shopping cart checkout page, then deliver the incentive immediately — or ask for an e-mail address to send a discount code on the next purchase.
Look for opportunity – Every point of contact is a golden opportunity to add an email to your list. This includes every customer service call, every request, every inquiry for a brochure or catalog, every price quote, every follow-up call. Train staff to always ask for the email address.
Publish consumer-focused content – Provide downloadable e-books and other materials in PDF form to potential customers. You’ll increase your visibility as a thought leader in your industry. And of course, you can require e-mail information in order to download the information.
You must provide content that is relevant to what customers are searching or shopping for. Successful e-mail campaigns provide valuable content to the recipient, otherwise, you’re message is just spam. If your contacts don’t see value in your emails, they will soon unsubscribe.
E-mail is still an excellent, inexpensive path to conversion — because it creates a personal, convenient connection with your prospects. Take time to build your email list and to create the customised messages your prospects want to receive. When you bring value, you can expect to increase leads, conversions, and ultimately revenue.
Do You Need Help With Marketing?
The team at Somnowell Marketing is ready to help with writers, designers, social media specialists and others who can create and deliver emails that will get results. The team will maximise the potential of your email list in an overall marketing campaign. If you’re ready to take your sleep industry business to the next level, with a solid marketing plan, give us a call. We’re ready to help.
