6. Pick your target market effectively.
This means choosing a large enough market for you to get results, in the right areas, and with the best demographic information. Really think through who your current customers are, and who you’d like to reach. Who do you think would be your next most likely customers? This might not be simply residents nearest your facility; it could be a more family-oriented suburb a couple of ZIP codes over, for instance. You also might wish to expand your radius to really saturate your target area.
7. Repetition is key.
E-mail marketing studies have shown that most prospects must see the same or similar e-mail three to seven times to buy. Don’t give up after one or two e-mail campaigns that don’t get the initial results you desire. Remember, it takes time for a new prospect to become familiar with your offer and trust you. It won’t happen if they only see your e-mails once or twice, but persistence and continued relevance can and will pay off.
8. Make a good offer.
An informational or benefit-driven e-mail is usually not enough. A good offer will entice the reader to act, especially if it’s a limited-time offer. This creates urgency, which drives buying behavior. Typical “limited-time only” offers include a dollar-value savings, or something free that’s inexpensive for you but of value to your prospects. If your offer is a percentage off a month’s storage rental, for example, remember to include the original price. These types of offers aren’t as effective unless the readers know what the initial cost is so they know how much they’re saving.
9. Include some information, but not too much.
If your industry is one people may not know much about, it’s important to educate them. Give them the most basic information―often what you take for granted―that might be interesting to them, such as the benefits of storage or your security measures. But don’t give too much away or your reader will simply use your information without having a need to follow up with you.
10. Find a convenient sending solution.
Most small- to mid-size businesses are not set up for mass e-mail marketing. However, it has a payoff in terms of the reach, efficiency and cost-effectiveness. Most mass e-mail providers will only let you send to your current customers from your own opt-in list; but you want to reach new people, too. There are companies that can do the whole process for you—from design to supplying the e-mail lists to sending them and tracking results, while still staying compliant with spam laws.
When done correctly, e-mail marketing campaigns can be a great way to reach a broad audience with a specific marketing message. Following these 10 tips will ensure your next e-mail gets better open rates, which will lead more prospects to your self-storage facility.
Greg Brown is director of marketing at Melissa Data, a direct-marketing software and services company. Having worked for more than 10 years on both the client and agency side, Brown brings a unique perspective to developing creative, results-oriented marketing programs to acquire and retain customers. For more information, visit www.melissadata.com .