If you are a small business owner, chances are you use email tools like Mail Chimp or Constant Contact as part of your marketing strategy. They are a great resource for the small business owners, and if used correctly can provide massive return on investment. Many platforms are free to use up to a certain amount, and with drag and drop templates, you don’t need to be a computer wiz to figure out how to create your first one. Generating an email list for a brick and mortar store is easy as well. Its as simple as having a sign up sheet next to your register. If you have a website set up, you can easily add an opt-in form to gather emails.
A common question we get at Boston Web Marketing when it comes to e-mail marketing is “how many emails are too many to send in one month?”
Planning Your Campaign
Some e-commerce stores will send out 3-4 emails a week pushing deals and specials. For brick and mortar stores, this can be considered excessive by your customers. We typically recommend sending 3-4 emails a month. These can be broken into a couple categories.
Campaign Announcement Email
This is the first email that goes out in your campaign. Maybe you are planning a special weekend sale at the end of the month. The first email is to let everyone know what to expect and to be prepared.
Secondary Announcement Email
As a follow up to your first email, you should send out another email, in a different email and different subject line to try to reach those who didn’t open up your first email. By giving your target list two chances to read your email, you are increasing your chances at having everybody be aware of your event, sale, or campaign.
Last Chance Email
Also known as a final reminder email the last chance email is as it sounds. It is a chance to remind those who may of forgot, or never opened up your first emails, about your event. 3 emails in a month may seem like a lot, but with the influx of emails the average person gets now days, it wont be considered intrusive or too many.