3 Cardinal Rules of E-Mail Marketing

With summer winding down soon, it’s time to start thinking about inexpensive ways to market to your database. While you should definitely not dial back your marketing for new customers, it’s important to show your database some love.
Allow me to share my 3 Cardinal Rules of E-mail Marketing:
  1. Keep it SHORT – The less text, the better.
  2. SHOW, Don’t Tell – Use engaging images to catch and keep their attention. Show them what you’re going to do.
  3. Drive ACTION – Use buttons, links, and phone numbers to get them to act.
Here’s an example that I put together.
Scott's Labor Day Sale Example

Keep it SHORT

Subject Lines: Subject lines are your customer’s first look into the content of your e-mail. Give them a clear reason to open your e-mail. Keep it short and concise (ideally, 6 words or less) and enticing.
Content: I’ll talk more about this in the next section, but remember that the majority of people are far more stimulated by images than by text. Keep your content short and don’t combine too much into one e-mail. You’re probably only e-mailing your customers at most every 4-6 weeks, so you’ll feel tempted to cram as much information in there as you can. DON’T! Give them a maximum of 3 key pieces of information.

SHOW, Don’t Tell

With so many of your customers reading e-mails on mobile devices (probably in excess of 85%!), you’re probably best served to use pictures to deliver your message. There are TONS of resources available to you, like:
  • Pictures on the Gateway
  • Printing Vendors
  • Before/After pictures from the Facebook Group
With so many resources, it should be able to throw something together without a lot of effort.

Drive ACTION

Much like your website, I don’t really care about how many people read your e-mail. I want to know what action people took from your e-mail.
Here are a few things to do:
  1. Inject a tracking number in your e-mail. Since so many of your customers will read from a mobile device. They won’t go looking for your phone number. They’ll just touch the number in your e-mail to call.
  2. Link a picture to a specials page on your website.
  3. Create a “Book Now” button that links directly to a form-fill page on your website.
  4. At very least, offer a (shareable!) coupon code in your e-mail so you know exactly how many jobs or customers you got from it.

Big Takeaway:

E-mail marketing is incredibly cost effective and can make a HUGE difference in your profitability this fall, but you have to do it right.
  1. Be short. Get people the information they need quickly.
  2. Show them why they should call. Use images to tell the story.
  3. Get customers to take action by providing actionable things in your e-mail.
If you’d like help putting together an e-mail campaign for this fall, or just want to show me what you’ve done, click here to schedule a 30-minute coaching call with me. Otherwise, you can simply reply to this e-mail or call me directly at 435-890-1055.

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