August 22 - 25, 2018

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Effective Email for Small Businesses

by Editor 6. August 2018 07:55

By: Ralph Bagnall,Woodworking Consultant, Author and TV Host: ConsultingWoodworker.com

Today’s audience is bombarded with messaging, and email is no exception. It’s easy to fall into the trap of promoting your products and services and telling everyone just how wonderful you are without providing any value relevant to your subscribers. All the little things you bring to the table beyond your basic business offerings are what keep your audience engaged and coming back for more.

We all know about the 80/20 rule. I like to apply it to email marketing content too. I believe you should give away 80% of your knowledge base and save 20% for your best customers.  Wait, what? Give away some of my best information? Don’t be afraid of giving your audience insight that will help them solve some of their biggest headaches.

The people on your email lists subscribed because they were looking to learn about your areas of expertise or solve a problem that is right up your alley. When you give them the knowledge they seek, your audience learns to trust you as an expert, a thought-leader in the field; doing it consistently keeps you top of mind. Will this convert them all to customers? Unlikely, but many already need your help and will know to turn to you because you’ve earned their trust. And do-it-yourselfers will love your content, share it, and just might become your biggest ambassadors!

Learn more about this during Ralph's session "Effective Email for Small Businesses" at the IWF 2018 Education Conference.

 

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