SmallBusinessNewz

When it comes to email marketing, the last thing any small business wants is to come off like a nag. . In an economic downturn, small businesses must constantly re-evaluate current marketing strategies and try to find new approaches for engaging customers so they stay with you and even if they’re not in a buying mood right now, will buy from you in the future when they’re ready The worst thing any small business can do is panic and start sending an overflow of emails. Sending emails too frequently wears down your subscribers’ interests and can lead to opt-outs or worse, your emails could be flagged as spam. Should you stop sending email campaigns altogether? Of course not! Staying in touch with your customers is essential to the vitality of your business. However, it’s time to step back and start thinking strategically – how do you get your frequency and content right?  

How much is too much?

Just like your customers, your small business may be feeling some pressure to keep your head above water in this economy - and that depends on sales. While it may seem that dramatically increasing the frequency of your email campaigns can lead to immediate results, there is a strong chance that this increase in email will backfire and produce bad results for your campaigns.

Sending emails too frequently fatigues your customers and they quickly lose interest in what you have to say and offer. Worst case scenarios: they stop subscribing to your emails or report you as spam, resulting in a double whammy. You lose their interest and more importantly you lose their future business.

Your subscribers opted-in to receive your campaigns because they expected you to provide them with interesting, timely and valuable information they can use. Be consistent with your email campaign frequency while also sending relevant and valuable information that will keep your customers wanting more.  

How valuable is your content?

In addition to consistent email marketing frequency, your content is crucial to engaging your customers for the long term so that they always welcome your emails.    Put yourself in their shoes. What are things YOU would want to get out of an e-newsletter? This is the time for small businesses to strategically use email to offer something of substance, rather than nagging customers with emails that don’t offer any value to them.  Putting yourself in your customers shoes should also remind you that the current economic climate poses challenges to all of us, personally and professionally.  Find ways to create content that acknowledges these challenges and that reaches out to customers on a personal level, not just nagging them with a hard sell when all of us are carefully watching our spending.      

You should know your customers by now and if you don’t – get to know them! Customer information you already have is perfect data to implement into future campaigns. Where are your customers from, what do they normally buy, what are their interests? Not every subscriber is alike. Create campaigns based on subscriber preferences. Use this information to offer tips, advice and special offers – the more targeted your emails are the more campaign success you will see.