In 1994 I was involved in a small company in a basement in Stockholm, where we created, produced and sold “computer education videos” (VHS/VCR). And this particular year we co-operated with Microsoft and the Modem-selling agent Dennis Bergström AB, preparing the big launch of Windows-95, the time when the @-symbol and the Internet were just about to enter our lives!
Yes, you people born in the 1980’s and later, there was a time when Internet, smartphones and social media didn’t exist. And yes, the computers at that time didn’t have built-in modems as standard, but a small little black box with lots of cables next to it, which was the external modem! It gave away a consistent horrible sound suggesting that it was about to crash any second, and when you called the support line, they would typically ask you to put your fixed phone handle towards it, so that they could hear it, and then explaining that “it works perfectly well” and that “it is suppose to sound like an old fashion radio dropped from the 6th floor into the asphalt”. (?)
Our small, and fairly successful company would probably have been called a “Start-up” today,
but not even that expression existed in those days, either than as a possible brand name for some “Motor Starter-Gas Spray” perhaps :)
1. E-mail Lists:
Build up your own email list(s). Having emails for your clients helps to determine how many ‘interested’ clients you can reach. Use your website and your physical location(s) to collect emails. Create opt-in/opt-out options for specials and newsletters.
2. E-mail Marketing:
E-mail marketing is the most effective marketing for the money spent. Studies done in the US show a pay back of 40 USD for every dollar invested.
Gather emails from your customers and keep them informed of sales, events, special offers and other attractions for your business and related products or services. Send out targeted emails, general newsletters and useful information to your existing and potential client base.
3. Less is More:
When email marketing and sending newsletters, it is important to remember that you do not want to upset your best clients with too many emails. Consistent and informative, but not intrusive is the key to keeping clients engaged. Sending emails is not the same as posting on a social media site. No matter how many great offers you have, daily emails will have your clients deleting them without opening them.
Newsletters should be informative and consistent. You can add advertisements, discounts and specials, but the main focus of a newsletter should be news and information to keep the client interested. It does not need to only contain your own content, but could include industry or product related materials. Consistency is not the same as frequency. You do not have to send out a newsletter often, but it should be consistent and not erratic. If you send out a newsletter weekly, monthly, quarterly or even annually, the main point is to be consistent. You want your loyal clients to look forward to it and expect it.
5. Mobile adaption
Everything should be mobile adapted. In today’s social network, the majority of interaction and reading/viewing of social media is done by using mobile devices, smart phones and tablets. Almost half of all newsletters are read on a mobile device. Ensure that your content is mobile adaptable and can easily been read on a mobile device.