HOW TO COME UP WITH GOOD {AND EFFECTIVE} EMAIL CONTENT
After last weeks post about the importance of your email opt-in, I want to share ideas on how to effectively market to your mailing list! I'm a happy customer of MailChimp for 3 years now, however, there are many so, do some research and find a program that works for you.
IT COULDN'T BE MORE EVIDENT THAN RIGHT NOW, that the way we do business is changing. With the world becoming more and more disconnected, people are craving more connection WHILST still standing by themselves in front of their screens? CRAZY, I KNOW.
So, to be leaders in your industry and always front of mind we need to focus on creating heartfelt content that really connects with your customer.
HERE ARE THREE STEPS TO DO JUST THAT:
1. Make your 'Ideal Customer' Crystal Clear (to YOU).
Get clear on who your ideal customer actually is. Not generalised, but specific.
Who is she?
What's her age?
What does she like to wear?
How much money does she make?
What kind of car does she drive?
How many, if any, kids does she have?
What does she do in her free time?
What does she do for work?
What are her life goals?
What are her fears or pet-hates?
Too much information? Yes, BUT no. The more you know the more you can get inside her head and that's the gold.
2. Brainstorm anything and everything you know she'd love to hear about, know about, read about or learn about?
Does she like to cook?
Does she like to eat out?
What books does she read? What's her favourite mag?
Does she love fashion?
Is she crazy for Interior styling? Is she a DIY girl?
Is she interested in health? Or Beauty?
Is she always on the hunt for good coffee or new things to do in her local area?
I know you're probably thinking I've gone way off track but stay with me...
3. Make a list of email subject lines you know she'll {want to} open.
Here are a few examples I came up with...
APPLE, PEAR, HOURGLASS OR RECTANGLE?
HOW TO DRESS FOR YOUR BODY SHAPE
10 DIFFERENT GIFTS IDEAS YOU'LL WANT TO ACTUALLY GIVE!
I know these may seem a little way off because they don't always relate specifically to your store or what you sell but chances are they will ALL relate to your ideal customer. Business is about not about what you can get instead it's about what you can give.
Imagine this, you pop into your customer's inbox each week/month/fortnight with VALUABLE CONTENT that ADDS to her life. You're going to be in the forefront of her mind, she'll begin to really trust you because you're consistently adding valuable information to her week/month which in turn, makes you her first point of call when she's ready to spend and you'll be the shop she's telling the whole town about.
Happy tribe turning into happy, returning customers who are advertising you all over town? UMM. YES! BINGO!
Last few things,
1. Of course, you're going to have links in your emails that direct her to your online store, as well as a phone number, directions to your store, opening hours and email address. YOU MUST HAVE THESE.
2. Be consistent. Send your emails at the same time, same day at whatever interval feels good to you. Try for at least monthly.
3. Yes, have pictures of products at the end or scattered through your email, prices included and of course links that take them back to your store.
4. Be transparent and clear as possible, don't make her work for information.
5. Keep emails short and sweet.
Let me know how you go with this and perhaps the impact of sending "value adding" content to your customers has on money in the bank.
Love, Sandra-Lea. xx
PS. Please share this with a friend or another shop owner who you think would benefit from this information!
IT COULDN'T BE MORE EVIDENT THAN RIGHT NOW, that the way we do business is changing. With the world becoming more and more disconnected, people are craving more connection WHILST still standing by themselves in front of their screens? CRAZY, I KNOW.
So, to be leaders in your industry and always front of mind we need to focus on creating heartfelt content that really connects with your customer.
HERE ARE THREE STEPS TO DO JUST THAT:
1. Make your 'Ideal Customer' Crystal Clear (to YOU).
Get clear on who your ideal customer actually is. Not generalised, but specific.
Who is she?
What's her age?
What does she like to wear?
How much money does she make?
What kind of car does she drive?
How many, if any, kids does she have?
What does she do in her free time?
What does she do for work?
What are her life goals?
What are her fears or pet-hates?
Too much information? Yes, BUT no. The more you know the more you can get inside her head and that's the gold.
2. Brainstorm anything and everything you know she'd love to hear about, know about, read about or learn about?
Does she like to cook?
Does she like to eat out?
What books does she read? What's her favourite mag?
Does she love fashion?
Is she crazy for Interior styling? Is she a DIY girl?
Is she interested in health? Or Beauty?
Is she always on the hunt for good coffee or new things to do in her local area?
I know you're probably thinking I've gone way off track but stay with me...
3. Make a list of email subject lines you know she'll {want to} open.
Here are a few examples I came up with...
APPLE, PEAR, HOURGLASS OR RECTANGLE?
HOW TO DRESS FOR YOUR BODY SHAPE
10 DIFFERENT GIFTS IDEAS YOU'LL WANT TO ACTUALLY GIVE!
HOW TO STYLE PLANTS INTO YOUR HOME
( PLUS WE'VE GOT THE BASKETS + POTS TO HELP! )
( PLUS WE'VE GOT THE BASKETS + POTS TO HELP! )
OUR FAVOURITE PLACES TO EAT + DRINK IN
( INSERT YOUR LOCAL TOWN HERE ) RIGHT NOW!
THE BEST COFFEE SPOTS IN (INSERT YOUR LOCAL TOWN HERE)
A SIMPLE DINNER PARTY MENU FOR WINTER GATHERINGS
THE TOP TEN FOODS TO EAT FOR BEAUTIFUL SKIN
FIVE ESSENTIAL ACCESSORIES YOU NEED THIS SEASON
( PLUS THEY'RE ALL IN STORE NOW! )
( INSERT YOUR LOCAL TOWN HERE ) RIGHT NOW!
THE BEST COFFEE SPOTS IN (INSERT YOUR LOCAL TOWN HERE)
A SIMPLE DINNER PARTY MENU FOR WINTER GATHERINGS
THE TOP TEN FOODS TO EAT FOR BEAUTIFUL SKIN
FIVE ESSENTIAL ACCESSORIES YOU NEED THIS SEASON
( PLUS THEY'RE ALL IN STORE NOW! )
Imagine this, you pop into your customer's inbox each week/month/fortnight with VALUABLE CONTENT that ADDS to her life. You're going to be in the forefront of her mind, she'll begin to really trust you because you're consistently adding valuable information to her week/month which in turn, makes you her first point of call when she's ready to spend and you'll be the shop she's telling the whole town about.
Happy tribe turning into happy, returning customers who are advertising you all over town? UMM. YES! BINGO!
Last few things,
1. Of course, you're going to have links in your emails that direct her to your online store, as well as a phone number, directions to your store, opening hours and email address. YOU MUST HAVE THESE.
2. Be consistent. Send your emails at the same time, same day at whatever interval feels good to you. Try for at least monthly.
3. Yes, have pictures of products at the end or scattered through your email, prices included and of course links that take them back to your store.
4. Be transparent and clear as possible, don't make her work for information.
5. Keep emails short and sweet.
Let me know how you go with this and perhaps the impact of sending "value adding" content to your customers has on money in the bank.
Love, Sandra-Lea. xx
PS. Please share this with a friend or another shop owner who you think would benefit from this information!