Part One: The Importance Of Email Marketing For Small Businesses
Let say you’re considering taking your summer vacation this year at Anguilla, a beautiful little island in the British West Indies known for sublime beaches, friendly people, and fantastic island cuisine. Even looking at the pictures online is making you feel calm and ready for sunshine and waves.
Naturally, you go online to check out Anguillan guest houses. After some research, you narrow down your list to two websites, Site A and Site B. Both sites advertise cozy little villas comparable in price and just perfect for your family. The water is blue, the beach is calling!
The sites are nearly the same, so you begin to seriously consider your decision.
The biggest difference you see (and it’s hard to miss this prominent detail) is that Site B offers a loyalty discount program, in addition to promising other exclusive deals and promotions if you sign up to their email newsletter.
Coupons! Island retreat discounts! In time for your vacation this summer! This is for you. This is something Site A never mentioned.
Here’s the lesson for business owners marketing their products online.
Not every visitor who lands on an island destination website is going to make a booking (or purchase).
However, smart business owners know that if they can convince you to let them stay in touch (while offering value to you, the potential customer), they might have an opportunity to soft-sell you down the road and turn you into a life-long customer.
And what did Site B have to do, in order to convince you they were your best choice?
All they had to do was put up a simple opt-in form on their home page to capture the contact details of all prospective customers.
And (this is critical!) to boost the conversion rates of their e-newsletter subscription, the company promised to provide subscribers free access to fantastic promotional coupons and other deals that the average customer would not receive.
Talk about a clever marketing tactic!
If they follow through, it’s definitely going to bring them business that Site A may never get.
This particular website knows the long-term value of implementing email marketing in their business.
What about you?
Are you letting potential customers for your business or service just click away?
Even with the massive flood of emails people receive in their inboxes, email marketing (follow up marketing) can be incredibly powerful and effective. What’s more, if done correctly, the positive impact it can have on your business is immense. If you avoid the most common mistakes and carry out this smart business practice in the right manner, you’ll be well on your way to enhanced visibility and increased sales within a short period of time – guaranteed!
Wondering how to make it happen?
Tune in to the next post in this series and discover the benefits of harnessing the power of email marketing on behalf of your brand.
PS: Sorry if we made you long painfully for the islands. Perhaps you should consider Anguilla… : )
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