On Monday night, Pedddle founder Nicki had a chat with Lisa May from In The Detail, about all things email marketing. You can watch the full interview here, or we’ve typed up the highlights in this blog!
Nicki at Pedddle: Email Database is super important, why?
Lisa: There’s 3 main reasons:
1. You own your data.
2. It has a 100% delivery rate – you know that it’s hitting the inbox of your audience (not just being missed on social media)
3. You can tell a better story and give a proper representation of your brand (work on a serve/serve/sell rota, so offer something of value (serve your customers) then sell to them a third of the time
Nicki: What kind of things could you talk about when you’re not selling (the serve/serve/sell rota you mentioned before)?
Lisa: There are different types of content you can rotate as standard:
1. YOUR BUSINESS
Give behind-the-scenes glimpses, workshop shots, or time lapses/videos of how things are made. People are nosey – they love to get to know you better and see how the business works, and it enables them to connect with the brands that they shop with.
As a business owner, post things about who you are and what makes you so. Whether that’s you as a mum, a dad, a woman, a garden enthusiast… whatever it is, it will interest people who want to connect with your brand. It’s all about storytelling. Share your interest, share tips and tricks.
3. YOUR VOICE
Give your opinions and your view point on topical conversations. Don’t be afraid to be authentic, people will comment and share posts that they engage and connect with.
Nicki: What are the best ways to build your database?
Lisa: Again, I have a top 3:
1. Design a sign-up as a website pop up – as soon as someone clicks onto your website, it gives them the chance to join your mailing list
2. Give a freebie in return for signing up. This can be any kind of incentive, from 5% off their next order with you to a first-glimpse of future sales
3. Give subscribers exclusive access to certain pages of your website. You could have some with hidden access, and those that sign-up get to see.
Nicki: What tips do you have for setting up an email newsletter?
Lisa: Choose a platform first. There are plenty of free/cheap providers that will keep your data safe AND they offer an automated ‘unsubscribe’ option. MailerLite and Mailchimp are great, or ones like Campaign Monitor and Flodesk are more expensive but are good for larger audiences.
Keep it consistent! Start with once a month, pick a day and optimum time (once you’ve sent a few email newsletters, you can test which days and times get most engagement for you – it will be slightly different for different audiences). Build a routine.
Try and encourage traffic back to your website. Include links to get people clicking onto your website (make it easy for them), and links to your social media channels too, so that they can easily follow, like and share your posts.
Nicki: GDPR scares a lot of people and many people are afraid of data protection regulations and collecting email addresses. What would you advise?
Lisa: There are 5 simple things to remember – and I’m sure you know them all already!
1. You must keep the data safe, so no one else can assess it
2. You can no longer have a pre-checked box at checkouts
3. You can not share your data with other parties (unless at sign up you told customers specifically who you would share it with)
5. You must be able to, if asked, provide the detail of any specific contact made with any given customer (the data they joined with and how)
Final tip… ALWAYS include an ‘unsubscribe’ link on all communication – you HAVE to give your customers the chance to opt out.