Small Business E-Mail Marketing - Leveraging What You Already Have
I read quite a bit.
Usually you can find me wandering up and down the aisles of Barnes and Noble at least twice a week.
Without fail, when paying for my Magazine - the check out person has asked me this same question - not once - not twice, but every single time that I can remember for the last three or four years; "Do you have a Barnes and Noble Membership Card?" "Yep...
got it right here.
Let me get it out my Wallet".
I find my card, hand it over so I will receive my discount.
It's not like I save a lot of money having a Barnes and Noble membership card.
In fact, it is usually in the range of fifty to ninety cents every time I buy something - pennies by anyones standards.
But it adds up.
Lets just say I save fifty cents every visit - multiply that times one hundred and four (.
50 X 104) - 52 weeks in a year times two visits a week - I save $52 every year using my discount card.
I'll take that - at least Barnes and Noble is paying for my gas to get there.
My savings would be greater if I purchased something other than Magazines.
But that's all I purchase (unless my wife is in the store).
If I purchased an actual hard copy book - I could save up to 30% or 40% - but I don't - I'm happy with my little 10% discount when I buy a magazine.
I went there to buy a Magazine, not a book.
I remember the day I signed up for my Barnes and Noble Membership card.
Standard stuff.
Name, Address - Email Address (email address, hmmm)...
why do they need that? I am still wondering why they wanted my email address - given they have never sent me an email.
To make sure, I searched my inbox - nothing.
Maybe they lost my email address - typed it in wrong - who knows.
Maybe my situation is not the norm and they in fact do send emails to their other Customers - I'm sure they do, my wife receives emails from them - but not me.
Amazon, without fail - sends me an email at least twice a week, sometimes more than that.
I do not mind because they are sending me information I want to know about; the latest and greatest books.
This could be the reason I purchase magazines from Barnes and Noble - and buy my Books from Amazon.
It is also more convenient buying from Amazon - even though Barnes and Noble has a web site too.
But it is to late.
When I think "books"...
I think Amazon, not Barnes and Noble (I'm sure it is just the opposite with some people.
Just not with anyone I know).
What does all this have to do with your business? Uhh...
Everything.
Just like I do with Amazon - when people think Plumbing -House Painting and Landscaping.
Home Improvement, Buying a Home - Financial Planning - eating Barbecue or even buying a book...
wouldn't it be nice if your business is the one they thought about and remembered? That was a double "duh" statement for me to make - nothing new or innovative about that, right? Well do they? When a past customer needs a mortgage to buy a home - or needs a cavity filled - or needs some chiropractic work done (or whatever it is you do), is it your business they immediately think of - maybe they do - maybe they don't.
When was the last time you received an email from any local business...
if ever? Just imagine for a moment that you own a Landscaping business and your name is Joe.
Any business would work - but I had to choose one to make my point.
I'll be presumptuous and pretend you have the email address of all your Customers...
you do, right Joe? Didn't I give it to you at the same time I gave you my address, phone number and credit card number.
I thought I did.
"Because I remember you saying once or twice a month - you would send me your "Yard Magic - Little Known Tips and Tricks" newsletter on the extra things I can do myself to make my yard the envy of the neighborhood - shrubs and trees that would look great in my yard, and where to buy them - and you were going to let me know about other reputable business owners like yourself; my house needs painting really bad.
" I'm glad I finally found you again Joe, because I never received your "Yard Magic" newsletter - my next door neighbors son has been cutting my yard because I lost your business card.
Think that has ever happened? Yet another double "duh" moment.
Hey...
we all lose customers for one reason or another.
It is just a part of owning a business.
But to lose a customer because they have forgotten about us, or does not remember how to reach us? That's not their fault - it's ours, and we need to do something about it.
Open the Yellow pages - come on, go along with me on this...
I'll wait.
Lets pretend my house needs to be painted.
Good grief...
there are a lot of painters in the Yellow pages.
I wonder who is good...
what if I pick a scammer or crook...
I'll never be able to decide.
Oh yea...
hold on a second.
I received Joe's "Yard Magic" newsletter yesterday - finally.
...
and you may have guessed it.
Joe had a referral listing for someone who paints houses.
...
and in his "Color Magic...
How to Have the Home of your Dreams" newsletter that he sends out to all of his Customers - the Painter has a listing for a Landscaper, go figure...
it is Joe.
With Joe now sending all his Customers the "Yard Magic" newsletter once or twice a month - who will come to mind when they need "Landscaping" work done? - keep in mind, the Customer is more than likely receiving a newsletter from only one Landscaper, Joe.
Don't forget about the Painter and the "Joint Venture" he did with Joe.
Talk about a win win strategy.
The house Painter is telling his Customers about Joe - and Joe is telling his Customers about the Painter - each of them just doubled their exposure to potential new Customers.
What if Joe and the Painter brought in a few more Joint Venture partners - like a Restaurant, Realtor, Loan Officer, CPA, Babysitter, House Cleaning business, etc, etc? - the list is endless.
The potential numbers here are mind boggling.
Let us say Joe and the house Painter each have three hundred subscribers to their newsletters.
In addition to their own newsletters...
they brought in five additional "joint venture" partners who each have three hundred subscribers - we now have a combined subscriber list of over 2000 people.
I think you get the picture.
Joint Venturing is a strategy that allows you to expand and grow your customer base ten fold or more.
I will cover how to do this in a future "Quick Tip.
" If you are not using email to stay visible and in touch with your Customers - it may be a good time to start.
It's an easily implemented strategy that you can start using now.
You don't even need a web site - just an email address.
Don't let this one lay around and gather dust.
Because you never know - I may be working this very moment on a strategy to build a strong presence - for one of your competitors in your city or town.
If not today - soon.
If not me - someone else.
Usually you can find me wandering up and down the aisles of Barnes and Noble at least twice a week.
Without fail, when paying for my Magazine - the check out person has asked me this same question - not once - not twice, but every single time that I can remember for the last three or four years; "Do you have a Barnes and Noble Membership Card?" "Yep...
got it right here.
Let me get it out my Wallet".
I find my card, hand it over so I will receive my discount.
It's not like I save a lot of money having a Barnes and Noble membership card.
In fact, it is usually in the range of fifty to ninety cents every time I buy something - pennies by anyones standards.
But it adds up.
Lets just say I save fifty cents every visit - multiply that times one hundred and four (.
50 X 104) - 52 weeks in a year times two visits a week - I save $52 every year using my discount card.
I'll take that - at least Barnes and Noble is paying for my gas to get there.
My savings would be greater if I purchased something other than Magazines.
But that's all I purchase (unless my wife is in the store).
If I purchased an actual hard copy book - I could save up to 30% or 40% - but I don't - I'm happy with my little 10% discount when I buy a magazine.
I went there to buy a Magazine, not a book.
I remember the day I signed up for my Barnes and Noble Membership card.
Standard stuff.
Name, Address - Email Address (email address, hmmm)...
why do they need that? I am still wondering why they wanted my email address - given they have never sent me an email.
To make sure, I searched my inbox - nothing.
Maybe they lost my email address - typed it in wrong - who knows.
Maybe my situation is not the norm and they in fact do send emails to their other Customers - I'm sure they do, my wife receives emails from them - but not me.
Amazon, without fail - sends me an email at least twice a week, sometimes more than that.
I do not mind because they are sending me information I want to know about; the latest and greatest books.
This could be the reason I purchase magazines from Barnes and Noble - and buy my Books from Amazon.
It is also more convenient buying from Amazon - even though Barnes and Noble has a web site too.
But it is to late.
When I think "books"...
I think Amazon, not Barnes and Noble (I'm sure it is just the opposite with some people.
Just not with anyone I know).
What does all this have to do with your business? Uhh...
Everything.
Just like I do with Amazon - when people think Plumbing -House Painting and Landscaping.
Home Improvement, Buying a Home - Financial Planning - eating Barbecue or even buying a book...
wouldn't it be nice if your business is the one they thought about and remembered? That was a double "duh" statement for me to make - nothing new or innovative about that, right? Well do they? When a past customer needs a mortgage to buy a home - or needs a cavity filled - or needs some chiropractic work done (or whatever it is you do), is it your business they immediately think of - maybe they do - maybe they don't.
When was the last time you received an email from any local business...
if ever? Just imagine for a moment that you own a Landscaping business and your name is Joe.
Any business would work - but I had to choose one to make my point.
I'll be presumptuous and pretend you have the email address of all your Customers...
you do, right Joe? Didn't I give it to you at the same time I gave you my address, phone number and credit card number.
I thought I did.
"Because I remember you saying once or twice a month - you would send me your "Yard Magic - Little Known Tips and Tricks" newsletter on the extra things I can do myself to make my yard the envy of the neighborhood - shrubs and trees that would look great in my yard, and where to buy them - and you were going to let me know about other reputable business owners like yourself; my house needs painting really bad.
" I'm glad I finally found you again Joe, because I never received your "Yard Magic" newsletter - my next door neighbors son has been cutting my yard because I lost your business card.
Think that has ever happened? Yet another double "duh" moment.
Hey...
we all lose customers for one reason or another.
It is just a part of owning a business.
But to lose a customer because they have forgotten about us, or does not remember how to reach us? That's not their fault - it's ours, and we need to do something about it.
Open the Yellow pages - come on, go along with me on this...
I'll wait.
Lets pretend my house needs to be painted.
Good grief...
there are a lot of painters in the Yellow pages.
I wonder who is good...
what if I pick a scammer or crook...
I'll never be able to decide.
Oh yea...
hold on a second.
I received Joe's "Yard Magic" newsletter yesterday - finally.
...
and you may have guessed it.
Joe had a referral listing for someone who paints houses.
...
and in his "Color Magic...
How to Have the Home of your Dreams" newsletter that he sends out to all of his Customers - the Painter has a listing for a Landscaper, go figure...
it is Joe.
With Joe now sending all his Customers the "Yard Magic" newsletter once or twice a month - who will come to mind when they need "Landscaping" work done? - keep in mind, the Customer is more than likely receiving a newsletter from only one Landscaper, Joe.
Don't forget about the Painter and the "Joint Venture" he did with Joe.
Talk about a win win strategy.
The house Painter is telling his Customers about Joe - and Joe is telling his Customers about the Painter - each of them just doubled their exposure to potential new Customers.
What if Joe and the Painter brought in a few more Joint Venture partners - like a Restaurant, Realtor, Loan Officer, CPA, Babysitter, House Cleaning business, etc, etc? - the list is endless.
The potential numbers here are mind boggling.
Let us say Joe and the house Painter each have three hundred subscribers to their newsletters.
In addition to their own newsletters...
they brought in five additional "joint venture" partners who each have three hundred subscribers - we now have a combined subscriber list of over 2000 people.
I think you get the picture.
Joint Venturing is a strategy that allows you to expand and grow your customer base ten fold or more.
I will cover how to do this in a future "Quick Tip.
" If you are not using email to stay visible and in touch with your Customers - it may be a good time to start.
It's an easily implemented strategy that you can start using now.
You don't even need a web site - just an email address.
Don't let this one lay around and gather dust.
Because you never know - I may be working this very moment on a strategy to build a strong presence - for one of your competitors in your city or town.
If not today - soon.
If not me - someone else.
