How And Why These Rather Simple Email Marketing Tips Give You Or Your Major Competitors The Edge!
Sadly for whatever reasons, far too many profit seeking business owners, (small or otherwise) along with countless other profit seeking service providers. Still don’t see or appreciate the long term profit generating potential of strategic email marketing.
Hoping after initially reading and re-reading and at least inexpensively A/B split testing some of this incredibly simple email marketing tips.
Going forward you’ll not only have a complete change of heart. But you’ll also have some bankable gross front or back end profits to show for your effort. Sound good? Well turn the page and let’s get started.
So How Would Or Does Your Typical Mom And Pop Restaurant Owner Steadily Benefit From Some Effective Email Marketing Strategies And Tactics?
Excellent question and so glad you finally asked. First of all there’s really only a small percentage of marketing savvy and proactive restaurant owners which really embrace social media or strategic email marketing. You may also find a few here and there which may or have used direct snail mail post cards to periodically reach out and stand in contact with mostly their most loyal customers.
So for this particular, hypothetical marketing example. Which is being used strictly for marketing illustration purposes only. Let’s say two extremely hard working and enterprising brothers decide to open their dream mm & pop style family orientated restaurant.
And after consistently putting in 12-15 hour days for years. They’re finally starting to turn the corner. And they now realize they definitely need to take their marketing and promoting to the very next level or two. But they definitely don’t wanna incur anymore potentially bank account draining debt.
Which is ‘why” they reach out to one o their nieces whose currently studying marketing in college. Because she had approached them before about being both far more proactive on social media in general and Facebook and Instagram in particular.
Plus she also strongly suggested they invest a paid, state of the art, reputable email service provider. So they looked around and initially settled on Aweber which is my current paid email service provider of choice. (And since she also uses Aweber’s free account. (She gladly set everything up for them.)
Entrepreneur The Strategic Use Of Email Marketing Gives You Or Your Major Competitors Tremendous Marketing Leverage! (For Literally Pennies On The Dollar!)
(Just so you know.) Her marketing reasoning is. At some point she’d like to use her uncles restaurant as a testimonial in her portfolio. Once she officially graduates and starts proactively looking for her paying clients. Of course her uncles will pay her somewhere around $12- $15 dollars per hour.
And she’ll average about ten to fifteen hours per week to start. But both she and they are initially interested in getting things set up correctly and testing and tracking various email marketing campaigns.
So the very first low cost list building strategy she strongly advocates is for them to offer, (for an extremely limited time of course!), is a free dinner for two $60 dollar gift certificate.
Good for once a month over a three or X month period. Say what? So this is a $180 dollar value. She instructs them to place a rather large sign, both near the front door and near the cash register.
And this is “how” you the one of the local retail appliance center owners, (who also frequents their restaurant) initially saw it.. And she also strongly suggests her two uncles proactively look for some non directly competing, local vendors who they can form some type of mutually beneficial Joint Venture (JV) revenue share partnerships with.
If Strategic Email Marketing Does Nothing More Than Lower Your Current Upfront Out Of Pocket Expenses By X%! ( It’s Definitely Worth It To Continuously Utilize It As A Proven Marketing Tool!)
Here’s where and “how” these two enterprising uncles start literally seeing and appreciating the marketing wisdom their niece is freely sharing.
They offer the free drawing to their customers over a 90 day period. And to their complete surprise. Their initial opt in email list quickly grew to an impressive 673 subscribers.
And even after seven percent of them unsubscribed. This still left an impressive 625. (673 x .93% = 625.) And even though their monthly cost to use all of Aweber-s current bells & whistles, just went up from $19.99 per moth. now because the uncles list was over 500 subscribers, their new monthly rate is $29.99. (But they can save by pre paying the annual amount in one lump sum.)
Anyway, watch how they unlike their local competitors, systematically create some potentially profitable marketing leverage. Since for now their had convinced her uncles to segment (strategically separate) their list into at least two major categories.
Which are “seafood lovers” and everyone else. And since Thursday-s are themed “Seafood Lovers” night. And their segmented list of seafood lovers is 379 current subscribers. ( Or X. The actual numbers are irrelevant here entrepreneur. It’s the overall marketing concepts and strategies you have to grasp.)
Their niece writes an extremely time sensitive, previously unscheduled ‘broadcast” email message to all 379 subscribers.
Automation Can Be Or Quickly Become One Of Your Most Profitable Marketing Tools For Several Reasons!
And let’s say she and they going forward, after she’s moved on average a 33% open rate. Which means 125 opened the email message alert. And let’s say they also average a 30% click through rate (CTR.).
Which means37 subscribers also clicked on the single link embedded in the message. And set a reservation.) (Now watch this.) Since 125 (or X) number of opt in subscribers out of 379 originally opened the email message.
This also meant initially 254 did not, correct? ( 379- 125 = 254.) So your extremely marketing savvy niece simply creates a segment for this particular “broadcast” message.
And based on which subscribers “didn’t open” the previous “broadcast” message. She simply creates a new, (hopefully far more improved) subject line. And doesn’t change anything else, with the exception of perhaps the time.
There’s A Ton Of Potentially Profitable Marketing Leverage To Be Had When You Or Your Major Competitors Add Strategic Email Marketing To The Mix!
And she resends it within a 24 hour period. Now she/they experience the same 33% open rate. Which means 83 of the 254 open the “broadcast” email alert message.
And once again 30% click the link. So 24 more subscribers set a reservation. Which now brings the grand total from just sending two previously unscheduled “broadcast” email messages to 149 total reservations.
Which means they’ve got a crowd at least temporarily waiting to get in. (If they decide to stick around.) And if they do and the average spend is at least 21 dollars each person. The two uncles just grossed $3,129 minus their cost of X%.
But there was no postage and typesetting or outrageously expensive prime time local TV or radio or newspaper ads involved, right? Entrepreneur are you definitely starting to appreciate “how’ some rather simple email marketing tips can and definitely will give you or your major competitors the edge? Say yes.
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