Tuesday, July 31, 2012

Tip #31: Create Customer Value in Your Email Marketing


Research has shown that customers typically subscribe to business emails for coupons and specials. While those are great things to provide to recipients of your emails, Constant Contact, an email marketing service, shared at our Spring Regional Institute this past April that your emails should actually contain 80% content and 20% promotions to be the most effective.

If your customers believe that every email they open from you will contain a bunch of promotional material, they’ll likely just delete the email without even opening it, especially if they know they won’t be purchasing your products at this time. However, if you are consistently providing valuable content within your emails, they are more likely to open your email and read it. What good does that do you, you ask? As they become regular readers of your emails, when they decide to go buy candy and chocolates, guess who they’ll think of first?

So, how does a candy store provide valuable content? Here are a few ideas to get you started:
  • 10 ways to save money this week (one of the ten tips could be a special you have in your store)
  • How to make your dad (or mom or grandparent) feel special
  • 5 things to cover in chocolate for your next holiday party

You work so hard to get your emails opened, so be sure you work just as hard at the content within your emails so they keep opening them and get inspired to visit your store!

RCI Members: Did you know you receive a discount on email marketing through Constant Contact as a benefit of membership? Visit the ‘Member Resources’ tab on the member side of the RCIwebsite for more info.
To learn more about RCI membership, visit retailconfectioners.org/join or call the RCI office at 800-545-5381.

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