Connect to Clients Using Email Marketing

September 2, 2014 Mike Sommers
Benefits of email marketing for local small businesses

Email marketing campaigns can instantly connect you with clients and deliver promotions that encourage more bookings, class participation and purchases from your business. These campaigns are a powerful way to establish rapport and tout your expertise.

Each email is an opportunity to recognize clients for their loyalty and to show your appreciation with an offer to try a new product or service. Email marketing also is one of the most inexpensive ways to stay top-of-mind with your clients and promote appointments, classes, memberships or products to increase revenue.

Creating an email marketing campaign is relatively straightforward. First, decide what your goal is: Do you want to attract new clients, promote a new service, or fill your classes or appointment schedule? Before you design and send any emails, you also need to decide who will receive it so you can build an appropriate and targeted contact list.

Here’s where your customer profiles will come in handy. Hopefully, you’ve already secured the email addresses of existing clients that will comprise your contact list. It’s essential to have a business management system that can help you gather this information.

If you don’t have a robust contact list, here are a few ways to obtain emails. You can:

  • Include a sign-up form on your website.
  • Share email signup links or tabs via social media.
  • Ask clients for their email address during a visit or class, or during check-out.
  • Use networking events, like a client party, as an opportunity to get people to sign-up.
  • Offer clients incentives for providing their email address, such as a discount off of their next purchase or early access to a new class, service or product.

You can take advantage of the fact that clients love promotions by offering enticing deals and specials through email. This works especially well when you send an exclusive offer via email that’s not available anywhere else. Using a compelling subject line is great way to grab clients’ attention.

Remember, you must offer clients the option to sign up to receive emails from your business and give them an easy way to unsubscribe from your list. You shouldn’t send emails to clients in your database without their permission.

One word of caution: Don’t overdo it. Sending too many emails can actually have the reverse effect – it can prompt people to ask to be removed from your email list. We all hate spam, so resist the temptation to over-communicate!

Booker provides both automated retention tools and manual email campaign functionality. To learn more, request a demo with one of our representatives.

 

About the Author

Mike Sommers

As SVP of Product, Mike Sommers is responsible for managing Booker’s product strategy and roadmap, accelerating development of the platform’s capabilities and the growth of the businesses that run on it. Mike brings over 15 years of experience creating innovative business and consumer software products across a variety of platforms including local, social, search, video and mobile.

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