Hello, again! Last week, you looked at the importance of connecting with your audience through print and other omnichannel strategies.
So far in this series on reigniting your print business, you’ve learned the importance of knowing where you’re at to determine where you’re going and how to delegate and elevate your efforts to expand your growth.
This week, we will dig into the digital side of connection a little more, specifically email.
Unfortunately, although email is a unique marketing channel, printers often overlook it. And why? Simply because it’s not print.
But it’s silly to think you have to choose sides between print marketing and email marketing when, in reality, they are two sides of the same coin of connection.
“Email has an ability many channels don’t: creating valuable, personal touches – at scale,” says nationally acclaimed business and marketing speaker David Newman, and he’s right.
Failing to stay in touch with your clients can be one of the most expensive mistakes your print business can make. It’s these relationships and the efforts you make to maintain them that keep you at the forefront of the mind of your audience, ensuring your print buyers remember you.
So, how do you put email marketing to work for you? Keep reading to find out.
3 Ways to Make Email Marketing Work for You
1. Find Your Rhythm
Like all marketing, email marketing requires that you have a plan to get it out.
Without such a plan, one day, you’ll look up from your day-to-day grind and realize it’s been months since you’ve connected with your audience.
Not good.
Relationships require continual nurturing, pursuing, and wooing to keep both parties interested, and an email newsletter is an easy way to do this.
Send out an educational and informative email newsletter twice a month, or find a vendor who offers an email newsletter subscription service to put in the hard work of creating and designing content for you.
Email marketing doesn’t have to be hard. It just needs to be important.
2. Know Your Value
“I don’t like to send marketing emails. It feels like bragging, and that kind of marketing feels so intrusive to me.”
If this sounds like you, you might be surprised at how many other printers feel the same way about marketing and think skipping it altogether is a better approach.
But here’s the thing. Marketing your print business isn’t about you; it’s about your customers. It’s about how you can serve someone else with the value you have to offer. The key is knowing your worth and being confident in it.
Consider this scenario. Let’s say you’re at a department store that has a dozen different employees all working separate checkout counters. As the shopping guests all line up to check out, they eagerly await the signal from the checkout person letting them know the employee is ready to help them.
When that checkout person raises their hand to say, “How can I help the next person in line?” are they helping their audience? Yes. Are they marketing themselves? Also, yes!
Good marketing should work in the same way. Your emails, your direct mail, your social media… all of it should communicate the same message, “Hey, we’re ready to help the next person. Here’s what we have to offer.”
Embrace the value of what you have to offer, and don’t be afraid to let your audience know how you can help. There’s really no greater joy than marketing that’s created and executed to help another person or business succeed in a way they never thought possible.
3. Find Your Email Platform Niche
There are a gazillion email marketing software solutions in the world, but that doesn’t mean they’re all equally beneficial to you as a printer.
For example, they might all offer the ability to create email templates or even provide email templates for you, but how many of those email marketing platforms include print-specific templates or landing pages specifically geared to help you sell more printing?
The all-new Email Marketing For Printers platform offers you precisely that. This is how we get to help and deliver value to you!
Want to promote your latest Ideas Collection tip? No problem. There’s a template ready to go for you. Or how about promoting your email newsletter with a compelling and lead-generating landing page? Yep. That’s there for you too.
Don’t settle for run-of-the-mill solutions when you can get solutions designed for your industry niche from people you know and trust in your industry. Learn more about email marketing solutions by filling out the form below.
