Many websites these days feature only their products, particularly items on sale. Potential customers shop around for the best products at the lowest price. So internet marketing often uses emails showing the best buys of the week.
I get these daily and usually hit the delete button—unless it’s something I need.
Timing is critical in this hit-or-miss strategy.
Get prospects to look forward to your emails.
- Provide helpful information.
- Engage with your customers.
- Create loyal customers.
Try Email Newsletters
Medical and financial businesses use email newsletters frequently. But what about pet stores and pet supply companies? Many may think it is not worth the time and effort.
I want to challenge that belief.
I opened three major pet store websites and found products occupied 90% of their web pages. The other 10% included helpful tips on training puppies, typical problems with aquariums, exercise needs for hamsters, and tons of other useful tips—buried in the website.
An educated pet owner will make a happy, healthy pet. So why not do more?
- Email newsletters require that customers grant permission to receive these emails. If they don’t like what you offer they can unsubscribe, or worse—mark it as spam.
- They may forward useful information to a friend.
- Engagement is critical to gaining attention on the web. Ask for comments, questions, have contests, surveys, etc. Have the readers help determine the content.
Note there are several calls to action, a $5 sale coupon, a photo contest, supporting their foundation, and an ad for their calendar. But mixed in with these are useful information and tips, and even a video.
I know if I received this email newsletter, I would certainly cut out the coupon and skim over the tips at the very least. If I had a cute photo of my pet, I might even submit it. If I was in a charitable mood, I might donate to the foundation for homeless pets.
This newsletter was not created for Petco, but as an assignment for a web copywriting course. But I might submit it to them.
Would this newsletter boost sales?
I bet it would. Test it.
To create loyal customers the best ratio is 80 – 90% useful information with 10 – 20% sales—otherwise it looks like just another ad.
Set your business apart from your competitors AND show you care about educating pet owners.
Please let me know if you think email newsletters are a good idea by commenting below, or send me an email with your comments at Sandy@Kay9Environmental.com.
