INTELLIGENT E-MAIL MARKETING FOR MAKERS AND ARTISANS
E-mail is the most cost effective Digital Marketing tool. No other digital communication channel has a wider reach. Data shown at Lifewire indicate that in 2019 almost 4 billion people will be using email. Facebook has only 2 billion users. It is fair to assume that 90% of people who buy handmade have an e-mail address. For makers and artisans it should be the go-to platform for promoting their work and their business.
What makes email even more appealing for small businesses is that it offers more customizing options than any other digital tool. You can tailor content and, its presentation and distribution with great precision. In addition, a number of aspects of email marketing can be automated. This frees up valuable time for other important aspects of your business.
As with all marketing, the success of e-mail depends on a good plan and high quality implementation. Planning need not be complicated and can be done on the proverbial ‘napkin’, guided by 4 questions.
· What is the goal of my e-mail campaign?
· With whom will I communicate?
· What will I say to them?
· How will I measure success?
It’s all about the recipient
Using e-mail for promotion should never be about you. It is always about the shopper, their interests and addressing their needs and wants (recognition, power, self-esteem, prestige).
Starting your email with a personalised salutation will tell the reader immediately that whatever follows is about them and for them. Most email marketing tools (HubSpot Marketing, Wix ShoutOut, MailChimp, etc.) will create personal salutations for each recipient automatically.
You can personalize the email further with your opening line. It should link to the reader’s needs and interests or concerns. To do this successfully you will need to have a clearly defined shopper persona in mind. Secondly, your opening line should include the word ‘you’. It is one of the most impactful words in marketing.
E-mail recipients invest 1-3 seconds in determining if they read your email or not. The word “you” in the subject line significantly increases the likelihood they move on to the main text.
Make it personal
Consumers have become selective about what they read. The best way to cross that barrier is to have meaningful content in the main body of your email with high value for the shopper.
To do so you can subdivide a large target market into smaller segments. For example, if you have a large target segment of women aged 24 – 50 you could create three smaller sub-segments for a specific campaign or message set.
· Women under 30
· Women 31 – 40
· Women over 45
Then you can tailor your subject line, word choice, content, visuals and product offers. This will make your e-mail feel even more personal to the readers.
Opt-in / Opt-out
You should offer your recipients an opt-in / opt-out choice. It is tempting to inflate your mailing list and spread your well-intended content to hundreds or thousands of people to get a handful of additional responses. Chances are the ‘quality’ of the responses and the willingness of the people behind them to buy will be low. Having an opt-in/opt-out button on each email will ensure that your mailing list is up-to-date with shoppers truly interested in your product.
Keep it simple
The content of your e-mail has to be clear and concise in addressing the reader’s needs. Wordiness is NOT appreciated. Experts suggest less than 200 words. IF you write more, make sure your content is indispensable for the reader’s understanding and not just verbal fluff and puff.
Ask for action
Regardless of the specific goal you have defined for your campaign, one fundamental purpose of your e-mail is to get the reader to take action. This call to action should be clear and simple, for example:
· Join my Facebook group
· Check my Website
· Try my on-line store
· Visit me at booth# xyz at the Port Richmond Maker Fest
Some words do not work well for call-to-action phrases. Among them are “buy”, “order”, “submit”, “contact us”, “complete” and “invest.”
These two letters might be the most powerful of all in your email. Research has shown that almost 70% of people who open an email will read your Post Scriptum. Your “P.s.” therefore is prime virtual real-estate for messaging that has high priority in your promotion. Use it to share information that is relevant to your business even if it has not been covered in the main body of your email.
“We will be offering a new line of xyz product next month. Stay tuned!”
“You can find more tips on using digital marketing for promotion right here.
“Here is what one customer had to say about our new all natural body mist: ‘Dear Angela, just tried your Wildfire body mist. It is so soothing and refreshing!’“
Notwithstanding the utility of other digital marketing channels, e-mail is and will remain a maker’s best choice to promote her business. It is THE place to start your digital marketing efforts.
“People have been talking about the death of email for years now, and yet we continue to find more and more uses for it. Email marketing is still the most economical and the most powerful marketing tool for a majority of businesses. Marketers consistently ranked email as the single most effective tactic for awareness, acquisition, conversion, and retention. The more we try to find a better alternative to email, the more we realize that we already have the solution that just needs to be used better....email is still relevant, it's just a matter of how you're using it.”
Quoted from Contactually (now part of Compass Inc.)