What do you send your email list?
If you have the time and resources, you will email people different messages depending on which customer profile they fall in to, and whether they are already a customer or not. You will get far better results if you have separate email campaigns for your Stressed Ericas and Retired Rubys, which give them the kinds of messages that you know they will connect with. But, being realistic (and having run too many companies myself), you are far better sending out a single email every month to all your contacts rather than waiting until you’re in a position to send out three different email campaigns every month (one for each of your customer profiles), which you will possibly never be able to do until you have a full-time email marketing manager.
But this doesn’t mean you have to ignore your customer profiles. You can create an email that has something each will connect with: a separate story, featured product or offer that you know will appeal to each. It’s important to create a rhythm to your emails. Some companies only email once a quarter because they know their customers have long sales cycles. Others send out special offers every week because they know their customers like to impulse buy. Most are somewhere in-between, emailing monthly or fortnightly. Other companies only send out emails when they know have something to say, for example if they offer timely advice or promote events. And if your subscribers know that you only send an email out when you have something really valuable to communicate, they will be more likely to open it.
But what do you actually send someone? You’ve built this audience who is open to hear from you, how are you going to entertain them? Well, it should be just that. It should be entertaining and interesting. Don’t just try to sell to your mailing list; use your email marketing to build a relationship with them. Remember we’re looking to nurture. We want these people to get to know and like your company, to join you on your mission. Prove your vegan credentials, introduce them to your team, show them behind the scenes, give them a video tour of your factory or shop, share your latest product developments with them, or update them with where your company is with its vegan mission and how they can help you get there quicker. And there is nothing wrong selling at the same time, as long as that’s not all you are doing. To do this in a positive way, include this month’s featured product, give a code for a one-week only special offer that’s only available to your mailing list as a thank you, or include a testimonial or video review from one of your customers.
