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My tip of the week: subscribe to all your competitors’ email newsletters. From the big-boxes to the mom & pops you can learn a lot by what they choose to feature in their email newsletters.
Yes, most are still stuck in the 50′s mindset that it should just be discounts and cheap stuff but not all. Once you read what they put out, you can formulate your marketing to include many of their elements. What about those who are using it as a way to funnel people to a blog? Click on the links and find out what’s on the blog.
What are they choosing to feature in their email blast? How often are they sending them out ? Are they html with pictures or just text? What can I do to copy without copying the email itself? Here are some elements I think are really good.
If for example you were a picture framer, you should sign up for Aaron Brothers at their website www.aaronbrothers.com.
1) In this week’s email blast you’ll find a subtle marketing message to make your old art look new with new frames.
2) A coupon at the top to use on anything. Again, since this is to only people who are on their list – I would support this discount wholeheartedly.
3) The biggest part of the email is devoted to Mother’s Day showing a great graphic, you can do a custom job for as little as $45 (but their salespeople will help you see how you could spend $85.)
4) The lower third is for stock framing for $12.95 so even a kid can afford it and we see a mom with kids to reinforce all of the message to “get ready for Mother’s Day.”
5) Just about the last thing we read is about a free fingerpainting event in-store the day before Mother’s Day. Implying “Dads this would be a great gift idea!”
6) Next to the last thing we see on the page? The address of the store.
Could you do this for your outdoor furniture store? Your jewelry store? Your window fashions store? Your sewing shop? You bet but it takes vision and time to think. Look at the elements they include, not the least of which is the forward-to-a-friend.
Also notice at the top the Twitter and Facebook logos so you can follow them and get updates. You could add that too.
If you need help with ideas for where to spend your time working on your business instead of fretting about your business, your competitors are giving you free instructions – just sign up.
Want more tips and tricks? Sign up to be a member of the Retail Doc’s Retail Roundup where you’ll learn all sorts of free retail sales, training and marketing ideas.
