How is it that some small business owners can collect email addresses from their customers like a snake charmer while others consistently come up empty?
Why is this?
I think it has a lot to do with the mind set of the business owner. Some just don’t understand or believe in the bottom line value of having their customers’ email addresses.
Another contributing factor is if the small business owners believe it will benefit them, then they don’t have a systematic approach to capturing email addresses. Sometimes they ask, often they forget.
The Small Business Charmer understands the value of capturing email addresses. They get that they are asking for something of value and are willing to return the favor. Contrast this with Mr. Small Business Grumpy who doesn’t really believe in email marketing. Without realizing it, he/she communicates their lack of interest in the process by simple asking for the email without offering anything in return. Consequently, Grumpy has a really tough time capturing email addresses. They ask while unconsciously communicating disinterest. Wish fulfilled. Surprised? Not really.
If you’re still in a quandary or unconvinced of the value of email marketing, check out these 10 reasons for why your customers’ email addresses are nothing short of marketing gold for a small business like yours. After you’ve reviewed the advantages of email marketing, come back and see how easy it is to create an email capturing system for your business.
Systematic Email Capturing Process
Capturing email addresses doesn’t require lessons in snake charming. It is really very easy. Here’s what you do. You ask every customer if they’re interested in getting (fill-in-the-blank) and explain that the way you deliver (fill-in-the-blank) is via email. That’s it. End of story.
What is the fill-in-the-blank?
It is whatever you know to be of value to your customers. It might be special quarterly reports. It may be previews of limited merchandise before you present it to the public. It may be educational information covering your industry or helpful tips and tricks. it may be event announcements. Perhaps it is product knowledge or demonstrations. It could be special discounts as rewards for being on-going customers.
You’ll know if what you’re offering is of value based upon your customers’ reaction when you ask for their email address. If it doesn’t seem to be sufficiently enticing, spice it up by adding more to the fill-in-the-blank. The trick is to communicate that being part of your email list has it’s rewards and to deliver.
Go ahead and institute an email collection system for your small business. Make certain it is one your staff understands and implements. Your goal should be to capture at least one of two customer emails, or 50%. And don’t forget to ask first time visitors. Having a consistent reminder of what you offer may be all it takes to get them to take the next step, which is to purchase.
Tune in tomorrow and we’ll tell you your next steps to get email marketing work for your business and your bottom line. In the meantime, share with us your experiences in requesting your customers’ email addresses in the comments section below.