I have a quick question for you. Are you using email to market your store? Can you let me know with a simple yes or no over here on this Facebook page post?
Even though email open rates have decreased over the years (an average open rate today is about 15-18%; a good rate is considered 20-24%, but this can vary depending on your industry), showing up in your customers’ email inboxes is still an effective way to drive them into your store.
I recommend sending emails at least twice a month. Ideally more.
Think about it. Big boxes send emails DAILY. I don’t think independents should send daily unless there is a daily deal or special that customers have opted-in to receive. But I know that if someone opts-in to receive your emails, they want to hear from you!
Besides using email to drive traffic into your store (or to your website), using it to build your social media following and social engagement is a smart tactic, too.
Here’s an impactful tip worth trying to build your following:
Identify the platform you’re most active on (most likely Instagram or Facebook). Send an email in your own, personal tone asking your list to Like/Follow you. Something like, “Hey ya’ll! Let’s connect on Instagram!” or “We LOVE Facebook and go Live weekly to share new products with our followers. Do you like us? 👍🏼 “
Results are typically even better if your message is partnered with a contest or giveaway; telling your email list to Like or Follow you for their chance to win something.
Pretty darn simple, right?
Here are some awesome retailer examples of email/social media integration aimed at growing their social following to inspire you:
#1. Anthropologie
#2. New Look
#3. Habitat
If you’re not using email to market your business, your first step is to start collecting email addresses. Try MailChimp to get your feet wet; an easy-to-use, grow-with-you email service provider.
I hope I’ve inspired you to integrate your email with social to build a bigger following. If you’ve tackled this already, please share your results with me in a comment below. I’d love to hear from you!
To the future,
Crystal
P.S. My brand-new Instagram for Retailers Training Course is now available! 🎉 Click here to get it today for only $397!
Angie Hayden says
April 23, 2019 at 10:06 am10 is our average. We have 16,260 contacts. We have not deleted any bounces in years. Last email we had 13607 successful deliveries and 574 bounces. 12438 did not open the email.
Pauline Crystal Media says
April 23, 2019 at 7:26 pmThanks for sharing, Angie! It sounds like it might be time to clean your list and/or start a re-engagement campaign to see if your current list still wants to hear from you. I’m sure your open rates will increase once you clean it up.