Build an Email List to Keep Customers Coming Back
Building an email list is essential, especially for small business owners. You want a way to communicate with your customers to keep them coming back time and again. You want your business to be seen each week to keep you on your customers’ minds. Maybe you know you should build an email list, but you don’t quite know how to get started.
Everyone needs a little help sometimes. Building an email list is a lot easier than you think. All you really need is a pencil, paper and motivation to grow your business to get started.
How do I build an email list?
This is the first step and the easiest part of emailing your customers. Use whatever methods and tools are easiest to incorporate in your existing business structure. There is no one size fits all method to use to build your email list. For small businesses, this might look like writing down email addresses by hand while checking out customers, then entering them manually into an Excel spreadsheet or online email software. For online shops, you might want to consider adding a pop up encouraging people to enter their email for a discount code on their first purchase. You can also connect your email list through APIs to your website or landing pages if you’re using an email software like MailChimp or Constant Contact. Just pick the way that makes the most sense for you and start building that list ASAP.
What should I be emailing customers?
Presumably, your customers have signed up for your email list because they’ve bought something from you or are interested in the products/services you sell. Emailing your customers is the same as if you were pitching them in person. When customers walk into your store, you normally inform them of sales going on in the store that day. The same goes for email – if you’re having a sale that day, email your customers the day before and then send them reminder emails a couple times that day.
To make things easier for you, stick to these types of topics when emailing customers:
- Informative, valuable content – blog articles, recipes, etc.
- Short, fun emails
Now you might be wondering: okay, I know how to build an email list and now I have an idea of what types of things to email out, but…
How often should I be emailing customers?
Again, there is no one size fits all option when it comes to email marketing. The best answer is: as often as it makes sense and in accordance with your overall marketing strategy. I’ve seen email marketing done in two ways: one way is to send constant emails, perhaps a few a day. The people who don’t want the barrage of emails will opt-out of your email list quickly, which means the few and truly devoted will remain. The logic behind this is that obviously this way you’re emailing true, genuine, more likely than not to buy from you leads. Of course, this is the exact audience you’re trying to target in the first place, and your list should already be comprised of such a list so you really shouldn’t see much fall off from this type of approach.
The second way is to stay in touch every once in a while – email a few times a week, or maybe even a few times a month. This is usually a safer approach to email marketing and successful for smaller businesses. It’s an easy way to ensure steady growth in your email list with only a few bouncebacks and unsubscribes. You can gradually increase the amount of emails you send out as people become more accustomed to hearing from you.
A few more things to keep in mind when emailing your customers:
Design matters. Visually appealing emails with only a few sentences throughout will catch more customer’s attention. Lengthy, wordy emails can be successful if the copy is extremely well-written, though.
Use an online email software. The easiest way to maintain, build and grow an email list is by using an online email software such as MailChimp, Aweber, SendLane, GetResponse or Constant Contact. You can make accounts for free on all of these platforms. Familiarize yourself with one and see how it works. They make it easy to design visually appealing emails and take much of the legwork out of email marketing.
Make the CTA to come in store or shop online. Keep in mind that the point of building an email list is to keep customers in your ecosystem, remind them that you still exist and have them coming back for more in the future. You’ll want the purpose of every email you send out to be either stopping in your store to shop, going to your website to shop or by taking action on a social media account of yours. You don’t want people to open your email, read it and stop right there. Compel them to take some sort of action right there and then.
Every business benefits from creating an email list to stay in touch with existing customers and attract new ones. With just a little elbow grease to get everything set up and the motivation to expand your business, you’ll build an email list in no time. With the right content, you’ll retain more customers and attract new customers as well.
If you need help getting started, don’t leave it up to chance – ask the email experts at Mobile Mind Agency. We’ll get your list created, an email template made and have emails going out to your customers in no time. Contact us right now for a free quote for any of our services.