Email Marketing

Rhonda Hiltbrand“Email addresses are not data.  Each represents a real person.  Treat them accordingly!”

(Marketing Essentials of the Highly Successful Shop Owner – Part Three)

This is part three in answer to a reader who is frustrated that many of his marketing strategies aren’t working like he thought it would! Today’s post is about email marketing!

I love email!  It is my favorite form of communication.  I like it because it is easy, I don’t have to play “phone tag” with my customers and writing happens to be my main vocation.

However…as a consumer nothing annoys me more than the “overzealous” emailer. I purchase my printer toner at Best Buy.  In December, they decided, for some reason, to start emailing every single day.  They never stopped.  They are on my list to “unsubscribe.”  Web MD seemed like a great business for me to subscribe to.  When they started sending me no less than 20 emails each and every Saturday…way too many through the week and on Sunday, I unsubscribed!  Certain LinkedIn persons decided I needed to hear what they had to say all weekend long and in the evenings and on holidays especially…I dropped them.

The main problem with email marketing is that it is sooooooo easy businesses forget that the email address represents a real human being and it isn’t just “data”.  Respect that person’s time.  Don’t be responsible for their “email fatigue.”

Always ask yourself this question before you send out email marketing…if I had to pay for this service like I do direct mail…would I send it?  Treat it like you would direct mail…always respect your readers!

Some suggested rules of email marketing:

  • – Address your readers’ concerns.
  • – Don’t make it be a big sales push.
  • – Remember it should be all about what you can do for your customer…not about how great you and your business is.
  • – Experiment with the best time to send it out. I do 7:00 am on Tuesday’s because that is when my readers seem to interact with it the most.  I get a great read rate using this time.
  • – Always include an “unsubscribe” option…don’t force yourself on your readers as this will turn them off faster than anything.
  • – I send out two “Help Me Rhonda’s” a month…one to service advisors and one to shop owners. That is all!  I want my columns to be welcomed…not an intrusion on my readers’ busy time.
  • – Keep it short and keep it simple. This email blast is far too long…but I wanted to answer the question I was asked.

If you have further questions about email marketing (this is just the basics) I have a lot more I can say about it so let me know and I’ll make sure you get the information.  You are always welcome to call or email me and I am here to help you!  Don’t hesitate!

Thanks for your time!

Rhonda Hiltbrand
CEO
News Works Marketing


Frustrated with Social Media? Don’t Be!

Rhonda Hiltbrand(Marketing Essentials of the Highly Successful Shop Owner – Part Two)

Social media marketing can be effective, but it shouldn’t be your only tactic for promoting your business, writes Sticky Branding President Jeremy Miller. 

This is part two in answer to a reader who is frustrated that many of his marketing strategies aren’t working like he thought it would! Today’s post is about social media.

Many small business owners (and large business) are frustrated that “Social Media” isn’t paying off.  As small business owners you may have the advantage because:

  • Those who interact with your social media may actually know you and care more about your posts. They will even engage with them now and then.
  • Most of you are posting your own social media and aren’t paying someone (an outside service) to do it for you!

Facebook, Twitter, Pinterest and all the other social sites are a good way to be “social.”  They aren’t necessarily a way to add dollars to your bank account.  Don’t stop being social because of this…your posts can still be enjoyed by your customers.

What type of posts do my most successful shop owners share?

  • Trivia about famous cars
  • Actual pictures of disastrous car parts they are replacing that day
  • Pictures of a staff member’s birthday party, etc.
  • Pictures of unique vehicles they are working on that day

Social media posts themselves may not be making you money, however, they do keep your shop “top of mind awareness” and isn’t that a very important part of marketing?

Do you pay Facebook for your ads?  If so, here is something you will want to know!
Facebook is collaborating with the Media Ratings Council and the Interactive Advertising Bureau on viewability. The social network charges only for ads actually viewed, but it defines that as any ad that appears even slightly in front of a user instead of the MRC’s standard that an ad should be 50% viewable for at least one second. The Wall Street Journal

Rhonda Hiltbrand
CEO
News Works Marketing