Email marketing is an important part of a successful marketing strategy. Learn why email is so effective, ways to build a mailing list, and how not to take unsubscribes personally.

1. Communication to Keep
Your Customers:
Build relationships and loyalty with your customers
(So they come into your store more often and buy more stuff!)

2. Today we’ll cover:
Benefits of email
marketing
Building an email list
Messaging
Opt-outs
Demo

3. Benefits of Email
Email Users:
• 2015 2.6b
• 2019 2.9b
1/3 world population
Cost of acquisition of new customers is 2-25
times more than retaining existing customers.
Email keeps your store top-of-mind when
making a purchase decision.

4. Why to build an email list...
• Build relationships with your customers, stay in contact
• Convert infrequent customers into regulars
• More effective than social media
• You own it (and control the experience)
• Can personalize the message
• Segment

5. Building Your List
• Collect emails through your website
• Get customer emails at checkout (via tablet or signup sheet)
• Run campaigns on your Facebook Page
Recommended tool: Mailchimp (demo at the end)

6. More tips
Newsletters are boring…
Get Creative:
• Scotch Lover’s Club (for every 5 bottles purchased, get 25% off the 6th)
• 6 Pack Beer Deal (buy 9 six packs, get $7 off the 10th)
• VIP Club

7. More Ideas
• Send out email invites to in-store events
• Special discounts / coupons for VIPs only
• Drink tips, recipes, etc...

8. Example...
Ex. Customer buys a bottle of J ack Daniels..
Add them to your email list, tag them as “whiskey lover”
-Schedule an automatic email that goes out 1 day later to all “whiskey lovers”
with providing 5 whiskey recipes
-Send out email invite to in-store whiskey tastings...

9. Messaging
91% of consumers check their email at least once per day on their smartphone,
making it the most used functionality.
The average person receiving as many as 122 emails per day
The two biggest factors influencing open rates are the organization the email is from
(64%) and the subject line (47%)
Use your email to speak directly to a customer or prospective customer

10. Don’t and Do’s of Email Messaging
Don’t:
Use all caps
Be aggressive
Talk spam
Be fake
Do:
Ask, “Would I read this?”
Be direct
Use your own voice

11. Which Would You Send?

12. Churn
Losing email subscribers isn’t all bad.
• Unsubscribes are better than spam reports
• Keep your interested customers on your list
• Maintain a send schedule
• Remind readers how they got on your email list

13. Goodbye or Until
Next Time?
Be brave. Send a follow up email.
• Ask for a follow on social media
Don’t forget to link to your social accounts!
• Ask why the reader is opting out—you may be
surprised
Too many emails (from your or in general)
Moved from the area
No longer interested
Emails are too long/short/other

14. Goodbye or Until
Next Time?
Be brave. Send a follow up email.
• Ask for a follow on social media
Don’t forget to link to your social accounts!
• Ask why the reader is opting out—you may be
surprised
Too many emails (from your or in general)
Moved from the area
No longer interested
Emails are too long/short/other
This is good feedback for
your messaging!

15. Thank You For Joining Us!
Our next webinar in the series is:
Using Digital Signage
to Improve Your
Customer Experience