Last week, we touched on the many benefits of email marketing, as well as how to begin building an email list. Today’s second part of our email marketing series is all about utilizing different kinds of emails for effective intention and messaging.
Types of Emails
Auto Responder — These are very effective. You are working while you aren’t working. You can set one or a series of emails off at scheduled times. These emails can also be event based. For example, if someone opts in on your webpage, then an email is automatically sent to welcome them. Another option is to have drip campaigns that get started, and every so many days, another email will follow. You can string these emails with various types of marketing: start with a welcome email, share class schedules, give introductions to studio teachers, give free passes to share with friends, etc. (Check out this blog post from Campaign Manager for some great auto response email campaign ideas!)
Blast Emails — These are one-off emails that are typically time sensitive (whereas auto responder emails are not time sensitive, and can be started at any time). A blast email will go to your entire list, all at once. Once a week is a good frequency for keeping touch points with your customers. Examples of email blasts could be:
- Studio events such as workshops, trainings, and special guests.
- Offers, such as discounted packages for a limited time.
- Changes to studio class schedule.
- New or departing teacher announcements.
What is your intention or message?
When creating emails, you need to be clear on your intention and objective of sending the email. Everyone receives far too many emails, so it is vital to make sure that what you send is of value to your customers. Part of this is addressed in knowing what group you are targeting. If it is irrelevant to the customer, you have a higher probability that they will unsubscribe.
Emails can be used to encourage opt-ins to come in and try out the studio. You can use a campaign when a new customer arrives as a way to encourage them to keep coming back. You can share with them other aspects of what your studio has to offer—encourage them to explore different classes, and share upcoming events with them. Perhaps you provide useful tips about the practice of yoga. Within the first 30 days of using a new service, a person is more likely refer their friends to the new service. While they are boasting about your studio, make sure to provide them with free passes for friends!
Email campaigns or auto-responders are continuous and ongoing. You will have a string of emails that can be sent to someone in September, and someone else will get the same series if they join as a new student in November. Thus, these emails need not be time sensitive. On the other hand, email blasts are time sensitive—these are one-off emails that are relevant to what is going on in the studio right now.
Consider your intent for a potential auto-response email series…Maybe it’s for new customers, or someone who hasn’t visited the studio in a while—how can you hook them?