Sending Marketing Emails to Previous Customers

I know, I know, I had a hard time convincing myself that writing an article about flooding an inbox with more emails is a good idea.  On top of that I was struggling with how email blasts to previous customers would work in the flooring industry when on average a customer purchases flooring every 11 to 13 years.  Then I did some research on Google and man was did I get an education.  There are so many things that can be done to engage your customers so you stay top of mind when they are ready to make an additional purchase or refer a friend.

I also remembered that we asked a question about this practice in our flooring survey in which several hundred flooring owners participated over a three-year period ending 2013.  What I discovered only added more fuel to the fire that sending out these blasts are a good thing.  According to that survey, independent flooring stores that send out frequent email blasts to previous customers experience:

  • An increase in sales volume per sales associate of $53,506
  • 2% greater sales volume
  • Owners that earned $25,099 more income

The information available online was so awesome that I would like to share some of the things I learned that would translate nicely into the flooring industry.   If you want to take your email marketing to the next level or get it off the ground here are the types of emails that you could send on a regular basis:

Promotional Email

The purpose is to promote a product or service, usually to entice customers to make a purchase.  Here are some tips when creating these emails:

  1. Make the offer clear – Your customers may not take the time to read your email, but if you have a clear offer that’s front-and-center, they can’t neglect it
  2. Create a sense of urgencyGive customers a reason to act quickly, rather than let the email sit in their inbox. Create a sense of urgency with your promotion. Use active language, too. For instance, “Shop now.”
  3. Keep it short – Promotional emails don’t require a lot of explanation. State the deal, tell customers how to redeem it and when the deal expires. No need for a lot of flowery words. In less than 45 words, sum up the deal

Newsletter Email

The purpose is to inform customers about company news, improve brand awareness and build a relationship with your core audience.  Here are some tips when creating these emails:

  1. A newsletter doesn’t mean long format. Break the copy in your newsletter into short, digestible and actionable sections of content, copy, images and calls to action.
  1. Create an easy-on-the-eyes design Think of your newsletter like a mini-newspaper. You want clear lines and divisions between your content. You want a simple layout with basic fonts. Don’t go crazy with the color scheme, either.
  2. Include your contact information in the newsletter. You always want your contact information in an easy-to-find area on the newsletter. The purpose of your newsletter isn’t necessarily to sell, but if your customers are inspired to reach out to you because of the newsletter, you want them to be able to find you
  3. The content should be useful to readers. Every piece of information included in your newsletter should have value. You want your customers to learn something about your business and come to rely on you for industry information.
  4. Send your newsletter on a consistent basis. You want your customers to look forward to your newsletter. To do that, you have to be consistent. Send a newsletter on the last day of the month, or on the 15th of each month. Whatever you decide, stick to it.

Product Advice Email

The purpose is to offer your customers advice on how to get the most from your business or product. At the same time, you establish your authority in the industry.   Here are some tips when creating these emails:

  1. Create valuable content – The key to this kind of email is to offer tips that your customers want to read. Help solve problems they may have or obstacles they may need to overcome. Or, offer tips to help your customers use and maintain your product or service. Send an email that teaches customers how clean wood floors, re-grout a bathroom floor, or get stains out of carpet. You could even provide installation tips for your cash and carry business. Whatever your business is, create an email that gives your customers a helping hand
  2. Proofread – No matter what email you send, you should proofread it several times. Read it from the bottom up so your brain isn’t reading words that aren’t there. Then, have someone else read it. Take it through an error-check process before sending. Nothing cuts your credibility like misspellings and grammatical errors.
  3. Focus on customer service – Emails that offer product tips should also showcase your commitment to customer service. Emails like this tell customers, “We’re here for you.” Follow through with that message by adding contact information to the email.

If this data and these tips have you wanting to do this but you don’t know where to start there is a cheap and highly effective solution.  Ask a resourceful millennial member of your staff or bribe your college-aged child to do this job in exchange for the spring break trip they keep begging you to fund.  Creative ideas call for creative solutions.