There are parts of the marketing world that are a total toss up, right? You do your best, monitor trends, and then sometimes throw a hail Mary, hoping that whatever you thought might work actually works. And then, sometimes, there are sure things in digital marketing–and email marketing campaigns (and the ROI you can get from them) - is one of them.
Email marketing is a tried and true method for connecting with customers, acquiring new ones, retaining your currents, and getting the word out there about your biz. In other words, it's peak marketing–but only when you do it right.
So, how do you do this thing correctly? How do you write emails your customers won't just open but will read, retain, and value? And further, how do you build that email list so it keeps growing and providing you with qualified leads for your business?
Consider this your intro guide to writing a kickass email your beauty pro clients won't be able to click away from.
Why Build a Client Email Marketing List for Your Beauty Biz?
We know what you're thinking. Why on earth would you worry about building an email list and sending regular updates?
Because you're a business, that's why.
You're always on the hunt to acquire new clients, and you're certainly trying to retain your current ones. But more than that, you want to connect with your customers, offer them value, build relationships, and keep your marketing leads finely tuned. All of that–and so much more–is where email comes in.
Email marketing is an absolute must for your marketing efforts. It's cheap, it's easy, and it gets mad results. But don't just take our word for it; consider the stats.
According to research, email ROI offers about $36 for every $1 spent–and with 4 billion daily email users, there's a lot of return on investment to be had (without a ton of effort on your part).
Convinced about the magic of email marketing yet? We thought you might be.
Top Tips for Building an Epic Email List List for Your Beauty Biz
Value, Value, Value
Above all, make sure the emails you're sending your customers are filled to the brim with real value. That can mean discounts, deals, sales, etc.– but it can also mean free resources, education, insight from your expert brain, or even your backstory! Anything that provides them with helpful info is the way to go.
The last thing you want to do is send them an email that they regret opening. Even if you're just sharing your insight, your guidance, your thoughts–those are all appropriate email topics. Just don't go in with a boring, non-value-filled proposition that makes them wish they'd never opened your email.
Your Personality (and Brand Voice) Should Shine
Email is a great opportunity to get personal. Unlike other areas, you can casual–show off that pizzazz you have that your clients love in person. Be who you are, let your brand voice shine, and let that personality of yours come out in full force! That's what makes emails worth the click.
Make it Mobile Friendly
Your emails should absolutely keep mobile users in mind, because, let's be honest, that's probably where the majority of your audience is going to see these emails. Make sure all images, text, links, etc., all work perfectly on mobile, load quickly, and are aesthetic for both mobile and desktop. Trust us, alienating your mobile readers with improperly formatted emails for their devices is the wrong move!
Keep it Short and Sweet
Your audience wants to hear from you; they don't want to read a 2,000-word newsletter-style email. Make sure you're hitting them with valuable info that's not too terribly long. Attention spans aren't what they used to be, right? So, why inundate your audience with a ton of text that doesn't do anything for them? Engage with them, give them the good info they want to read, and make it snappy! That's what helps your email open and click-through rates.
Engage Regularly, But Strike a Balance
Try to determine the unique balance of emailing too often and too infrequently. Your audience wants to hear from you–but they might not want to hear from you every day.
Every business plan is going to be different based on their customers. Maybe your audience wants a monthly email? A weekly email? Determine what works and stick to that plan!
Use a Helpful Tool or Platform to Schedule & Plan
If you leave your email marketing strategy up to chance, fate, or whenever it strikes your fancy to write one, you're not going to be consistent in these marketing efforts.
So, take the guesswork out of the game and lean on a platform that can help you! Whether you pay for something or try a free program, there's a ton of software or apps out there that can help you plan, schedule, and execute a strategy as needed.
Include a Clear Call to Action (CTA)
Not every email needs to sell something. In fact, it shouldn't. If your customer base thinks that every email from you is just another push toward a product or service, they're going to stop opening your emails.
But there should be a clear CTA at the end of every email. What do you want them to do? Where do you want them to click? What do you want them to get from this email?
Test Your Emails & Analyze Results
You know that old adage, "If it ain't broke, don't fix it?" Well, the opposite is also true–if it's broke, fix it. If you see that your email marketing isn't working (for whatever reason), figure out why. Analyze your results. Try to understand what emails your list is opening and why. Then, do the opposite. If you notice an email didn't perform well, ask yourself why that might be.
Was the subject misleading? Were you too click-baity? Did your audience not care about the value you included? Analyze what you can and try to figure out what works and what doesn't, then tweak your strategy from there.
blog post courtesy of Elite Beauty Society