In part 1 we looked at the importance of updating your small business website on a regular basis. In part 2 we looked at the importance of mobile optimization. Today we conclude this series by taking a look at one of the most costly mistakes of them all.
Question for you…
Do you collect emails from your customers?
If you answered yes, very cool! Not many small businesses, in our area anyway, take advantage of email (pat yourself on the back).
If you said no, here are some statistics for you to consider.
Consider these statistics:
“Businesses return $40 for every $1 spent on email marketing.” – Constant Contact 2012
“Email is the most effective channel for direct marketing.” – Direct Marketing Association 2013 Study
“ExactTarget asked almost 1,500 US online consumers (age 15 and up) about how they prefer to get permission-based marketing messages and a whopping 77 percent said email.”
“It’s 8X more effective to bring back an existing customer than get a new customer.” – The LMC Group 2012
What you can do about it…
There’s an old saying in the online marketing circles, “The money is in the list.” And boy is it true.
An active and well maintained email list can be one of the most important assets that a business can have.
For example, lets say you are in the restaurant business and you have an email list of 1000 customers. And lets say Tuesdays are a little slow or you have a ton of inventory you need to get rid of before it goes bad. You could think up a irresistible promotion and send out an email to your list. All of the sudden, Tuesday isn’t so dead your inventory isn’t going to waste.
Or lets say you own a small business that makes widgets. Can you imagine how handy it would be to have a mailing list full of customers that you could bounce product improvement ideas off of? Or imagine having a list of paying customers that you could tell about your new widget? Instant sales if you’ve been doing a good job of maintain a relationship with them.
I think you get the idea.
This happens to be one the biggest mistake I made when I started doing business online. Once upon a time I had a fantasy football site where I was averaging 5K to 10K visitors every time I would publish and promote a blog post. Not once did I ask for an email. I blew any chance of building a relationship having the chance to create instant sales by offering them products or services in the future. Still hurts thinking about it.
And really that is the just tip of the email iceberg. I could go on and on about email marketing, but I will spare you for now.
It is not hard setting up and maintaining an email list these days if you have a little extra time. There are a few services out there that make it simple for you to collect email addresses. The two that I use are Mailchimp and Aweber.
Its simple, if you are not collecting emails and building a relationship with customers, you are leaving money on the table. Remember this, “ExactTarget asked almost 1,500 US online consumers (age 15 and up) about how they prefer to get permission-based marketing messages and a whopping 77 percent said email.” They are waiting for you, go get ’em. Or call me and I’ll do it for you.
If you have any questions or want to get started on your blog, give me a call and we’ll figure it out.