Once you’ve added email marketing as part of your business services, you can start encouraging your current and potential clients to make use of it. Here are our top 5 ways to encourage your clients to get started with, or refocus on email marketing
1. Show them that it works!
The biggest selling point for email marketing is simply that it works! We covered this in reason 4 of why web designers should offer email marketing as a service – email marketing gets results, and gets them for less cost than other marketing methods.
Explain to your clients some of these highlights:
- Emails are a great way to get in closer contact with customers. It doesn’t rely on your customer remembering to visit your site, or seeing a print advertisement.
- You can personalize emails to suit the particular interests of that customer, instead of sending a generic brochure.
- You only pay for people you are actually sending to, instead of shot-gunning out to the world at large.
- Email marketing is predicted to return an incredible $48.29 for every dollar spent in 2007. That’s a fantastic ratio.
2. Show them how they can measure it working
One of the frustrations with many marketing activities is that it can be very hard to tell what is working, and what is just costing money. When you conduct email marketing with a tool like Campaign Monitor, you can see very quickly what is working, and what is not.
Show your clients some of the reports they could get with Campaign Monitor. Feel free to re-use any of the screenshots we provide on your site and other marketing materials. You might even go further, setup a sample account, and let them click around and see some real reporting.
If something isn’t working, they’ll find out and be able to tweak it immediately, at low cost. This is a potentially huge saver of time and money.
3. Explain that it’s easy to manage
If your client has tried email marketing in the past, they may have been overwhelmed by unsubscribe requests, or bounces coming back to them. Or they might have tried a system that was just not fun to use.
You can offer something better – automated processes that handle all the tedious subscribing, makes sure people can get off the list when they want to, and keeps track of emails that bounce. Ask them how much time they used to spend doing those things.
4. Emphasize its flexibility
Take some time to think of a few ways your specific client could use email marketing. Could they feature a different product each week, and offer special prices to frequent buyers?
Maybe they can have case studies of customers using their service, and can segment their lists to send them to other potential customers in similar industries. Could they email customers who have been out of touch for a little while, and ask if they have any suggestions?
You want to get your clients excited about the possibilities! If you put some effort in first to start them off, they may come up with some even better ideas on their own.
5. Show them a working example
One final thing you might try would be to include a sample email design with your web designs. Seeing their brand in action as an email could be much more convincing than words and graphs. Why not send a sample email to your client, with their own branding on it? It’s free to do through Campaign Monitor, and should not take you much time at all.
We’d love to hear any comments on other techniques that have worked for you or you plan on trying. Any pitching ideas we’ve missed?