Email Marketing for Brick and Mortar Businesses
Today, we’re going to go over 3 things.
I’m going to show you the importance of collecting an email list and email marketing.
Specific use cases in Brick and Mortar Businesses.
How to get set up with Email Marketing.
First, the importance of email marketing
What if you had a button that when used appropriately, would almost instantly drive customers into your doors. Do you want that button? Well if you do email marketing correctly, it is that button.
Email marketing serves 2 purposes. Branding and traffic driving.
It’s a way to make sure customers don’t forget about you. Used sparingly, every week to a month, a simple email providing useful information puts your business in the forethought of everybody on that list. It also provides value to your customer and reminds them that you are the expert in your domain.
I have to pause here and remind readers that “providing value” does not mean sending out an email that says “Billy Bob’s Tire Shack is Still on Route 19! Don’t Forget About Us!”
That will get you nowhere except for a large unsubscribe rate and a low open rate. Providing value is taking the time to explain why tires should be rotated and how often. What happens if you wait too long to get new tires and the danger of doing so.
“New tires are the cheapest life insurance you can get”
If possible, you should also time these emails with when your consumer actually needs their tires rotated.
So what are these magical traffic driving emails? These are your promotions, discounts, or anything to truly incentivize your customer to come in. If used sparingly, these will drive huge traffic numbers.
If used constantly, they will become ineffective and will condition your customers to always expect discounts. This is the issue with so many large retailers. They’ve conditioned their customers to never pay full price for anything. Walk into a Macy’s sometime and you will see a sea of red tags. Everything is for sale because their customers won’t buy from them if not.
Email Marketing Examples
The following is a quick list of different types of use cases for email marketing.
Branding emails for a tire shop should inform the readers of good tire maintenance. Sending informative emails letting them know about the dangers of tire ware shows that your business is an expert in the subject matter and not just another business out to make money. These emails should be more informative than anything.
You can also use these emails as a training tool for your personnel. This will ensure that they people that work for you are actually experts in their domain instead of just someone that can change a tire.
Traffic driving emails could be anything from a buy 3 get 1 free promotion or a way to clear out excess inventory. Two things are important here. First, they should be as enticing as possible. Second, they should be as targeted as possible.
Even a very enticing offer on truck tires won’t make someone that drives a Prius come into your shop. Shotgunning everyone on your mailing list is a sure fire way to make people unsubscribe.
Branding emails for a restaurant could be anything from unique Venezuelan recipes that people can try at home (if you’re a Venezuelan restaurant) to showing how your food is sourced and cooked to use as a differentiator compared to other restaurants.
Again, these should be more informative than anything.
Traffic driving emails ideas for a restaurant could be when you’re holding an event, new items on your menu, or new deals or specials (happy hours).
How to get set up with Email Marketing
There’s pros and cons for every marketing automation platform. The important part is that you use one instead of sending the emails manually. Ideally, you have a dedicated email just for this purpose.
While maybe not the best, today I’m going to walk you through how to get set up through Mailchimp since it’s one of the most popular and has a free version.
Getting The Emails
People have to voluntarily give you their emails (consent) for you to be able to mass email them. Many people buy and sell emails for marketing and that is borderline illegal. Don’t do it.
Without knowing your business, it’s hard to say what the best way to collect emails is. A lot of B2B & B2G companies won’t have a strong internet presence even if they tried. Every industry is different. Ideally, you would have an automated system that collects emails on your website and passes them to a marketing automation platform.
When that’s not ideal, I have seen business owners collect them manually and send 1-2 mass emails a year. These are generally long sales cycle businesses that only need to wish their customers Merry Christmas to keep them top of mind.
Whatever works for you is fine, as long as you automate as much of it as possible.
This section will be short. You just need to sign up and start learning how that platform works.
Go to https://mailchimp.com and click sign up for free.
Go to https://mailchimp.com/resources/ and start learning the platform.