A customer shouldn't just be for Christmas. If you are a business owner and you're not communicating regularly with your customers by email, maybe you should. Customer loyalty, repeat business, referrals, cross-sells and website visitors are just some of the benefits available. These slides will help you review whether email is right for your business. It also summarises the main steps to set-up email marketing, from capturing email addresses, gathering ideas about what to write, and the technical set-up plus tips for regular broadcasts.
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Email Marketing Strategy and Tips for Business Owners
1. A Customer shouldn’t be just for Christmas
How business owners can
use Email Marketing
to generate extra sales & business
By Mark Stonham – mark@wurlwind.co.uk – www.wurlwind.co.uk
www.wurlwind.co.uk
2. Your Email Experience
Receiving email? Sending email?
? ?
All of us do Few smaller businesses
We read what we value use email marketing
Large companies use it,
because it works!
www.wurlwind.co.uk
3. My Email Marketing Experience
Email Newsletter 25 Trade-show promo
years ago @ IBM for Welsh Agency
Member benefits News – Mortgage Finance
8k recipients Promotions to 100k
News and Offers to Van Training Provider
Owners & Small Fleet mixed content
Managers newsletter
Vehicle Finance My weekly ‘Funnel
promotions Friday’ to contacts
www.wurlwind.co.uk
5. Email Marketing Myths
SPAM
Not effective
Difficult / Technical
Hard work / time-consuming
You need to be creative
You need to write well
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6. Six wise men – for best email results
• What – do you want to achieve?
• Who – are you going to send the email to?
• Why – should they open and read your email?
• How – should they respond?
• When – is the best time to send them something?
• Where – are you going to find people?
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7. What – do you want to achieve?
More Customers?
More Sales?
Bigger Purchases?
More Frequent?
New Markets?
Referrals?
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8. TIP – What do you talk to your customers about?
Relationship building chat
Loyalty – invite revisit
Sharing helpful knowledge
Tips on choosing – pre-sales advice
Tips on using – after-sales education
Seasonal tips – what’s changing?
Education – maybe run a class?
These are a great starting point for what to put into your emails.
www.wurlwind.co.uk
9. Template Design & Style
Newsletter
Multiple Items
Single Item Bulletin
Announcement
Single Message
Multiple Message
Bulletin
Plain Text vs HTML
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14. How does your email look in the in-box?
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15. Does the ‘From’ and Subject line stand out?
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16. Getting Started
Collect Email Addresses
List Management
Template
Content
Analytics
Website
Social Media
Offline
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17. SIX Tips for Email Success
Provide Value – you are the expert!
Use alongside other activity – integrate
Focus on set-up – maybe get help
Develop a routine – and keep it going
Build your LIST – but keep it personal
Develop your Customer Community
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18. Wurlwind Support
Email Marketing Review and Action Plan
Email Marketing Set-up Assistance
Email Marketing Automation
Welcome sequence after website registration
Or after meeting someone face to face
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19. Wurlwind Project Roadmap
Ideal
Customers
Value
Proposition
Goals
Engage &
Campaign ROI
Selling
Steps
Nurture
Activity
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20. Email Results:
More happy customers,
More sales & money,
Obedient Email Marketing
Contact Mark Stonham @ Wurlwind
to discuss ways to generate more sales
www.wurlwind.co.uk