One of the easiest ways to grow your business is by creating a marketing calendar for the next 3, 6 or 12 months, and then sending regular offers to your prospects and customers using email.
Watch this 60 Second overview of this strategy before you continue:
Step By Step Instructions
Now I quite often hear howls of protest when I discuss this idea with business owners and managers, and the words “email marketing doesn’t work for my business (or variations on that theme)” come up a lot.
My answer is always the same.
It’s not that email marketing won’t work for your business.
The problem is if you’ve tried it and it didn’t work, you’ve probably been taught the wrong way to approach it…
If you send the same sort of emails as every other business sends, you’ll get similar results.
And their results are usually terrible…
So what SHOULD you be sending?
The core strategy for sending emails that get opened, clicked and acted upon is this:
Send Messages That Look Like They Came From A Friend
If you can do that, they are much more likely to get opened and read.
It’s as simple as that…
Think about the emails you get from friends.
Do they start with an outrageous subject line and contain a huge, multi-coloured graphic that screams “I’m trying to sell you something”?
Not usually (unless your friend is trying to recruit you into their network marketing “opportunity”).
The subject line they use usually alludes to something cool you’ll want to see or do.
The bottom line is email marketing is really about creating personal relationships using email.
And the beautiful thing is, you can create those relationships at scale.
So, with that said, let’s look at one way you can use email to significantly grow your business…
The Special Promotion
Running regular special promotions to your existing prospects and customers can generate extraordinary returns when you do it in an intelligent way.
The people on your email database, especially your customers, are the ones most likely to buy from you, so it pays to give them an opportunity to pick up a special deal from you on a regular basis.
You can do this by sending a simple email similar to the one below:
Just writing to personally thank you for being one of our awesome customers, or for the interest you’ve shown in our products and services.
It’s people like you who have helped us to keep growing, even in these tough economic times, and I just wanted to say thanks.
As a way of rewarding you for your loyalty, we’re running a special subscriber-only promo this week where you can get a [discount of 20% OR special bonus with purchase] on our most popular product [or service].
You can grab [Name of product or service] every day for [Price], but for the next few days (or until we run out of stock), you can get your hands on one for just [special price OR with special bonus included].
[Briefly describe the benefits and results people can expect (NOT just the features) from owning or using your product or service. One or two paragraphs is plenty]
[REMEMBER: You can offer an additional product or service, a longer warranty, or extra features as a bonus to increase the value if you don’t want to offer a discount – the key is to test and measure, so you can make decisions on whether to discount or not based on actual evidence]
If you’d like to take us up on this while it’s still available, please [Call to action – give us a call on 000 000 000 now to register, or, visit this special subscriber-only webpage now to place your order].
Thanks again for being a subscriber.
[Your Phone Number]
P.S. Because we’ve never made an offer like this before, it’s probably going to be popular and might sell out quickly. To take advantage of this special discount [or bonus if you are offering that] that’s only available for a short time, please [give us a call on 000 000 000 now to register, or, visit this special subscriber-only webpage now to place your order].
Feel free to modify the wording to suit your own personal style, then send the email out to your existing database TODAY and watch the sales roll in…
Then 3 days later, send a follow-up message something like this:
SUBJECT: In case you missed this
A few days ago, I sent you the email below about a special offer that’s only available to subscribers.
Because so many people have found it helpful, I wanted to make sure you don’t miss out.
So here’s that message again…
Just writing to personally thank you for being one of our awesome customers, or for the interest you’ve shown in our products and services. .…PASTE THE ENTIRE ORIGINAL MESSAGE IN HERE AND SEND IT AGAIN
You’ll find that by sending a friendly follow-up message like this, you could easily increase your sales from the promotion by 10% to 30% or more.
Running special promotions like this is a no-brainer for any business. You just have to do them in the right way…
ACTION STEP 1: Try this today and let me know your results by posting in the comments below 🙂
ACTION STEP 2: Create your marketing calendar looking out 3, 6 or 12 months, and plan to send at least one, preferably two special promotions based on this format (or something similar) to your subscribers each month.
Two other ideas for your promotional “hook” could be an “overstock sale” and a “price test”. Both of these give you a reason to make a special offer, without simply discounting or adding bonuses because you want more sales.
That’s because having a “reason why” you’re doing a promotion is critical unless you want to train your customers to only buy from you when you make a special offer.
ACTION STEP 3: Create a weekly Flagship Newsletter that gives readers actionable tips and techniques with zero promotions within the content, then include 3 or 4 special offers at the end in a PS to promote your highest profit or most popular products and services.
Here’s a great example of how to do this from Facebook Ad guru Nic Kusmich.
Check out those 4 subtle offers below the P.S.
This simple strategy really works! Test it for yourself and see how it goes.
By following up with your prospects and customers regularly in a cool way, you should be able to grow your sales and your lifetime customer value significantly.
And as I said, I’d love to hear about your results in the comments below. Feel free to share what you did and what happened.
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About The Author: James Huy Vuong is a CPA, Registered Tax Agent, Business Broker, Certified Exit Planner and the owner of Your Accounting Partners, an Associate of Negotia Group. Partnering with businesses from start to scale thru to sale.
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