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.
