So you’ve owned your business for a while and things seem to be going just fine.  There is a steady flow of customers walking through your door and except for the occasional slow month, the sales seem to be pretty level.

The problem is, level isn’t cutting it anymore.  The oldest child is going to be going to college in two years, one wants to play hockey this year, another needs driving lessons and there needs to be a plan on how to generate the cash flow to pay for all this stuff. Sound familiar?  So, how can you draw more customers into your business? 


There are two types of email marketing.  This article is going to provide information about “opt in” email marketing.  This is where someone has given you permission to send them information about your company through email.

So how does it all work?

  1.  When you are interacting with your customers, either on the phone or in person, simply ask them for their email address.  Let them know that you will be sending out a monthly email that will contain special offers or discounts that are only available to your online subscribers.  Who doesn’t want to receive discounts or a special offer? Add their email address to a spreadsheet and now you’re ready for the next customer.
  2.  Next, decide what you want to say and offer in your email.  Maybe you own a pizza shop that will offer a discount coupon on certain meal choices. If you own a Hair Salon, you might offer a discount on a second service like a manicure when they get a cut and color.  The point is that no matter what kind of business you own or manage, you can have plenty of options in which to offer your customers every month.
  3. After you decide on content your email marketing company will begin the process of putting the actual newsletter together.  This will be a full color newsletter that offers a host of different layout options.  The newsletter will actually open right in the body of the email your customers will receive and will not come as an attachment, thus bypassing any spam filters. Some Email Marketing Companies will charge a setup fee for the first email as they gather logos, corporate color themes and such that will be used in the subsequent emails.
  4. Once the email is designed and ready for launch, a test email is usually sent out to the owner or select staff to look over and approve.  This gives management a final chance to make any changes or then sign off on the final design and layout.

Once the email is sent to your customer list, having access to reporting tools that analyze how many emails were sent, how many were opened and how many were forwarded to others can help you make adjustments moving forward.  Prices vary for email marketing companies for this service, ranging from $200 to $500+ per email.

In 2014 Experian offered this quote about email marketing: “ For every $1 spent, $44.25 is the average return on email marketing investment.”  The point is that companies using email marketing as a way to grow their business are having a strong return on their investment.

So compared to other forms of advertising that a business owner may use to grow their customer base, Email Marketing is by far, one of the most cost efficient ways to grow your business.