Recently, I was consulting with a client who wanted to get a lot more out of his email list. He was a skilled email address gatherer, but he lacked creativity concerning how to use them. Having a large email list is great, but if you aren’t doing anything with it, you may as well throw it away. Also, you need to make sure that your email program engages your customers rather than putting them off. Every time they see your email, they should be excited to open it.
How do you excite customers about your Monthly Email?
Simple, you only need to keep doing the thing you did to gather the email address. Many of you are gathering email addresses by trading something of value to the customer for the address. That’s great! Keep doing that!
Using the same technique to regularly engage your clients as you did to gather their information is a great place to start because you know that particular technique works on that particular client.
Simply stated, people want what they want.
If you want to make sure your customers are satisfied, with their experience then you need to keep giving them what they came for.
In the case of my client, we did a little brainstorming about what kind of customer he was trying to attract to his store. Because of his particular circumstances, he wanted to attract people who fancied themselves fashionably advanced and frugal at the same time. He wanted to engage a group of people who would come to shop for a great deal, and would pay a little extra when they found it because they knew they were getting a great deal on a piece of fashion that would cost them dearly somewhere else.
So when he wanted to use the email addresses he had, he really needed to appeal to his customer in a way that would resonate with them more than once. The answer was actually provided by the clients he engaged. He only had to appeal to their particular sense of style and sensibility. He began a monthly coupon email that allowed his customers to chose the kind of clothing that they could get using the deep discount.
For example, he sends out an email advertising a 40% off coupon for any kind of merchandise. The customer gets to decide what kinds of items they will apply the coupon toward.
Some people may choose to use the coupon for shorts, while others use it for accessories. In whatever case, they tend to purchase more of that item in one visit than they otherwise would. Additionally, they are more likely to use their “savings” in another department.
Our Client found that his average sales increased dramatically as a result of the coupon codes. On average, the customers that used the coupon codes in the store, spent 31% more than those who didn’t. Even in instances where customers had other coupons for 10%-25% off their entire purchase, the customers were willing to purchase a greater quantity of items with the “Deep Discount Code” believing that they were getting a better deal in the process.
In one particular case, a customer found himself purchasing over $200 worth of hygiene products because he wanted to give them away for Christmas. Additionally, he saw such “savings” that he spent another $100 on clothes for himself. The fact that a person is able to save so much on one kind of product does not decrease their need for other stuff, and it makes more sense to most shoppers to capitalize on the discount by loading up on things they will, “eventually need.”
One of the more regular customers in the store saw the monthly discount as a way to stock up on one particular kind of item each month, and though she rarely bought anything that did not receive the discount, month after month she made her way back into the store.
However in order for the discount codes to work for you and your customers, you must make sure that they encourage the customer to do what you want them to do. If you want people to shop online, make sure the email connection encourages that kind of activity. If you want people to come into the store, give them a reason to do so. Here is a quick example of how a one might use a coupon in their email list:
If you don’t want to use coupon codes, or don’t want to deal with the process of discounted items in your register, consider giving away a particular product with all purchases over a certain dollar amount.
Maybe give a deep discount if customers bring an item to donate to a local charity.
Or even create an elaborate scavenger hunt inside your store to better engage your most diehard customers.
Whatever it takes to get your customers excited about engaging your product in a new and exciting way. When you offer something that they can’t get anywhere else, they are more likely to think of you between emails.