A couple of weeks ago I met with a small business owner that has been in business in the Dallas area for almost 20 years. We were meeting about setting up some email marketing and blogging services for him. I asked him how many emails he’s accumulated over the years and he casually answered, “about 17,000 from customers and about 4-5,000 more that we’ve accumulated over the years.”I then asked him what he was doing with those emails and he again, casually said, “Not much, just emailing them coupons and deals every now and then.”
We help small businesses build effective eNewsletters and blogs and what I was hearing almost made me want to leap over the table and smack Jerry (not his real name, he’s bigger than me so hopefully he doesn’t read this and realize that I wanted to smack him).
“Jerry” was literally standing on a gold mine and doing nothing about it. He was interrupting his former customers with coupons and “deals”. I later learned that he had even been blacklisted and had to change servers because of some Spam issues.
Believe it or not, Jerry’s story isn’t actually that rare. There are thousands of businesses that have accumulated emails from current and former clients and they simply don’t know what to do with them. More to the point, they didn’t know there was anything they could do other than emailing coupons. There are even businesses out there that are quite good at consistently emailing their clients, but still missing massive opportunities.
Hopefully you’re still with me because I’m about to tell you how to do it. It’s quite simple actually. Here are 7 steps to mining the gold in your email list:
Step 1: Upload your emails into an ESP (Email Service Provider) such as Drip.
Step 3: Start simple with a monthly eNewsletter.
Step 4: Set-Up a blog and start blogging once-per-week and notify the list you have in the ESP with an email. (And of course share on your social media sites)
Step 5: Make sure you have a call-to-action in every email, blog and eNewsletter. That does NOT mean try and sell something. It means that you should give them the option to call you, email you, get more information, access a referral program, join a contest, etc., etc. And link to a landing page on your website to capture that information and keep them engaged.
Step 6: Track your results and adjust accordingly. We always suggest that you provide valuable content that your clients can use. But different content works different for different industries and at different times. Every ESP provides a plethora of data so you know exactly what’s working and what’s not working.
Step 7: Watch the 80-20 rule take effect: Get more business from current and former clients. Get more Powerful Referrals. Keep more of what you’ve already got.
Sounds simple and it is, it just takes some time. So does mining gold. You’re standing on a gold mine and all it’s going to take to get that gold is a bit of time and effort.
As always, feel free to email me with any questions.
To Your Success,