Bolton is a beautiful city in England’s North West. It’s a popular place for tourists with its cobbled streets filled with boutiques and galleries. It also has a thriving foodie scene with restaurants and cafes offering traditional English fare and more contemporary creations. There are plenty of ways to entertain yourself in the city with its magnificent medieval walled gardens and parks.
Unfortunately, there are also plenty of ways for Bolton to mess up your perfect weekend. As a business owner or operator it’s your job to make sure that your brand is represented in the right way, and that you’re not seen as a detractor to the city’s image.
Email marketing is one of the most effective ways of getting the word out about your business and gaining new customers. By regularly engaging with your audience via email, you’ll be able to build a lasting relationship and grow your business. But if you don’t do it right, it can feel a bit like marketing through social media without the likes, loves and comments- sometimes even without the content being delivered!
Whether you’re based in Bolton or elsewhere, using the right email marketing platform can make a significant difference to your business. If you own or work for a business in Bolton, here are a few ways to make email marketing easier.
Set Up Autoresponder Firings
One of the biggest mistakes any business owner or operator can make is to set up shop in Bolton and then ignore the city. It’s important to establish roots in your local community and make the most of its resources. Having customers who are interested in your products or services is great- but so is knowing your local government, businesses and organisations. If you’re not seen as a contributor to the city’s wellbeing, you’ll never truly be accepted as one of its businesses.
The solution is simple- set up an autoresponder email sequence for the places that you’ve confirmed are interested in receiving information from your business. You’ll then be able to keep in contact with your audience via email, without having to input details about your campaigns manually. It saves you both time and effort, and ensures that your emails are regularly sent to the right contacts.
Use A CRM To Manage Your Campaigns
Even if you’ve got a team of people helping you manage your social media accounts, customer relationship management is an essential tool for every business. When you enter a customer’s details into the system, you’ll be able to access all their previous orders and communications. This means that when they receive marketing material from your business, it’ll be associated with a real life person and not simply another email address.
CRMs like HubSpot offer a range of features including; task management, email marketing, marketing automation and customer care- making them ideal for use in a digital marketing setup. The software also integrates with your existing systems such as Google Analytics, so you can see the interactions between all your marketing channels.
You’ll be able to get a trial version of the software for free from HubSpot, or try one of their premium packages that offer additional features for a cheaper cost. You can’t go wrong with either option.
Set Up Regular Mailings
One of the simplest yet most effective ways of increasing engagement with your audience is by regularly sending them newsletters or special offers via email. But if you don’t do it right, you could end up irritating or even angering your customers- especially if you’re sending them a lot of junk mail. It’s best to build a database of customers and use tactics like segmentation to send them content that they’re more likely to be interested in.
It’s important to set up a schedule for your regular mailings so that you don’t end up with an overflowing inbox. Choose a service like MailChimp to help you manage your mailing lists, or create a spreadsheet to keep track of your customers’ details.
Use Dynamic Email Content
Consumers have been trained to expect constant engagement via social media channels and instant messaging apps. Therefore, they’ll often dismiss or mark as spam messages that come from businesses that they don’t follow on social media. This is why it’s important to keep your emails exciting and engaging- even if you’re replying to an old email.
When you reply to an old email with new information, you’re more likely to get a positive reaction from the reader than simply forwarding it without any content.
If you’re looking for ways to make email marketing in Bolton easier, try out these tools:
If you’re looking to grow your business in Bolton, it’s important to set yourself apart from other businesses- especially if you’re operating in the same area. The simplest way of doing this is by identifying a niche market- i.e. a group of customers who have a shared interest in something. The more you can do to cater to this interest, the more you’ll be able to stand out.
For example, if you’re a vegan bakery and you’ve been getting a lot of orders for delicious plant-based cakes, why not create a special one-off vegan cake for someone? Or, if you sell clothing and accessories for women, create a special piece of clothing in a different colour or style for an upcoming women’s festival in Manchester. The key is to think of something that your customers will love and appreciate, and tailor your offerings around this interest.
Offer A Loyalty Program
People love a bit of loyalty. Whether it’s a discount for returning customers or an exclusive offer for people who’ve bought a certain amount of products from your business- offering some form of loyalty program is a great way to encourage repeat customers and gain brand loyalty.
When you have a loyalty program, you’re able to send customers special deals and promotions via email- attracting more customers and growing your business.
Offering a loyalty program means that you’ll be able to engage with existing as well as potential customers through email- keeping them closer to your brand and increasing the chances of making a sale.
Make Sure Your Audience Is Confirmed
If you’ve got a list of potential customers, make sure that they’ve actually expressed an interest in your products or services. There are several ways of doing this; you could ask for their input via a poll or survey, or look at their interests and behaviour via social media to identify matching groups.
Once you’ve got a list of confirmed customers, you can segment this list using various tools like Astrid or HubSpot to ensure that you’re sending the right content to the right people. You can also use segmentation to target potential customers based on their interests, behaviours or past purchases.
As a business owner or operator, there are plenty of ways that your city – no matter where you are based- can ruin your perfect weekend. But by taking the time to look after your local community, establish yourself as a contributor to the city’s wellbeing, and engage with your audience via email, you’ll be able to build a powerful connection that’ll result in more sales and a happy customer.