Should You Email Or Post ?

Should you Email or Post?

This question was posed to me from an email recipient named David.

David is the husband of Neomi Allen, couturier, situated in High Street Armadale Victoria.

They specialise in hand crafted wedding and bridal couture for the bride, mother-of-the-bride and mother-of-the-groom.

You can view their website here:  https://www.neomiallen.com.au/

The question David asked is an intriguing one I am often asked.

But my answer is always the same: “It Depends”.

Let me explain…

To successfully undertake email marketing, you need three key elements.

  1.       A List to send to;
  2.       A Relationship with the list and
  3.       An Offer you can make them.

Neomi Allen’s website does not have an email name capture box so they cannot market to visitors to their website.  

The only way they can email is to send to past clients.  And I would argue this IS NOT the best way to contact past clients. (Refer my comments at the bottom of this post.)

So if this is the case how does Neomi Allen start email campaigns?

Now read the next few paragraphs carefully.  What I am about to tell you will help you gain more prospects and set you on the path to email riches.

The number #1 thing for Neomi Allen to do right away is to create a free report which visitors can download.  The report should be something website visitors would want. 

Such as…

“Do not buy a bridal gown before you read this article”

or…

“The 7 things you must know before purchasing a bridal gown”

or…

“The hidden traps to bridal gowns retail shops don’t wish you to know”

They could expand the free report context to include:

  • Mother-Of-The-Bride
  • Mother-Of-The-Groom etc.

Do you get the point here?

A free report and a website sign-up form are crucial to gain website visitor’s
details.

Then you can create a series of emails which follow up the download which are sent out over the next 7-10 days.

After that, they should be in regular contact with their clients about new sea.son garments, special offers and other related items.

But what about the Post?

Well here is where mailouts can really work for any business.

Grab a hold of a list of previous buyers and sort them into different categories.  

I like to use the “Ladder Of Loyalty” model.

Ladder_Of_Loyalty

If we look at Neomi Allen as an example the Ladder Of Loyalty would be:

Advocates: Those whom only use Neomi and refer others there;

Clients: Those who have bought multiple times but also buy elsewhere;

Customers: Those who only have bought maybe once or twice and they have not
seen them again for a long time;

Prospects: Those people who are peering into boutiques in High Street and maybe
even entered the Neomi Allen store.

Suspects: Those people walking up and down High Street.

But we only wish to look at PREVIOUS BUYERS for mail-outs.

Once you categorise previous buyers into Advocate, Client, and Customer segments you can craft special offers and mail-outs to them. 

This would be by way of posting a letter.  I know posting a letter seems a strange thing to do these days but it is the BEST method of trying to reactivate past clients.

Of course this is only the start and there is much more still to do.

But I am sure when you follow a plan like this your inbox and letterbox will be cluttered with mail you will want to receive.

So as you can see , Email or Post ???

It just Depends.

Do you need a hand setting all this up for you.  Send me an email.  It is what I do for people just like you.

Believe In Yourself

Kurt

About Kurt

I'm passionate about helping people in small to medium businesses get BIG results from email marketing. Email Marketing is about 1. Your List 2. Your Relationship With Your List and 3. Your Offer. When you get the three in unison, watch your profits soar. If you're not sure what I mean. Contact me. I can and will help. Believe In Yourself - Kurt

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