This time every year, millions of Americans have the opportunity to wear the most “hideous” sweaters known to man. Why? For the simple pleasure of enjoying the embarrassment of themselves. The Ugly Sweater parties are a reminder of a lost art of sequins, felt, and the smell of moth balls. As uncomfortable as the sweaters are, they serve a purpose at a specific point in time. Email marketing is similar in comparison (without being as ugly and itchy).
Small Businesses collect (or should be collecting) as much information about their customers as possible. This information can then be used to market to them and thus increase revenue. Some key items to remember are:
1. E-mail Consistently
Much like the Ugly Sweater, there is a place and time it is acceptable to e-mail to your customers. As a business owner you need to know your customers and the services/goods you provide them. There is no correct answer to how many times you should send out emails. Watch the data you collect back from reports: Bounce Backs, Not a Valid E-mail, or SPAM. Your goal as a business owner should be to gain more than you lose through email marketing.
2. Have Valuable and Relevant CONTENT
If you have seen one Ugly Sweater you have seen them all, right? Not necessarily! Every year there is that one person that goes above and beyond to make the event a success. Your email marketing needs to have that kind of content: NEW, EXCITING, & VIBRANT.
3. Be Respectful of Your Customers
It truly is possible to cross the lines of decency when wearing an Ugly Sweater! Yes, there are those types of Ugly Sweater participants at every party as well. Your customers are your shining star in the North Sky (shameless religious reference). They come from various backgrounds, cultures, and religious beliefs. Be CAUTIOUS and be PROUD of your customers and business. In most sales: People buy from people. Represent your business through your email marketing the way you reflect yourself.
About Tom Harness
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