In a more perfect world customers would be constantly knocking on your door with orders. Unfortunately this seldom happens. That’s why every CNC shop needs to continuously promote its products and services. One of the most cost-effective ways to do this is through email marketing.
Used properly email marketing will strengthen your relationships with current customers and let them and others know of your range of capabilities. We’re not talking SPAM, here, but a marketing program that’s less intrusive than phone calls or text messages, and far more powerful.
Here are 7 ways to develop a successful email marketing program:
- Begin with a solid list. There’s no point sending emails to people who don’t fit the profile of the kind of companies you want to work with. Start to build your list with current and past customers, as well as non-customers who have sent you RFPs, stopped by your trade show booth or are on your prospect list.
- Personalize your messages. If emailing current customers focus on any new equipment or capabilities: “Thought you’d like to know we can now…” It never hurts to thank them for their continued support, either. For customers you haven’t worked with in a while, bring them up to date on what’s new since you last worked together. When emailing non-customers be sure to remind them of how you know each other and invite them to take a tour or attend an open house to see your capabilities.
- Make the content meaningful. The most effective emails provide valuable information for the reader. For example, a newsletter that includes useful technical tips, informs about new capabilities or technologies, or offers a white paper to establish your reputation as an expert in your field. Other strong content includes: invitations to events, special offers, case studies that demonstrate how you helped similar customers, and surveys that help you identify customer wants and needs.
- Opting in is key. You don’t want to offend anyone or waste your time on people who have no interest in your CNC shop. Therefore build your list by inviting potential customers to sign up for your emails. You can do this in a variety of ways including providing a subscription window on your Web site, signing people up at trade shows, sending solicitations through the postal service, and via email, as long as you follow the rules.
- No SPAM, please. In your first email to those you haven’t regularly corresponded with before, you need to make it clear that you will not continue to send them unwanted emails, but are inviting them to sign up for future messages that you think they will find useful. Under the federal government’s CAN-SPAM Act, all emails must include (1) a legitimate “from” line, (2) a truthful subject line, (3) a legitimate physical address for your company, and an easily identifiable and operative unsubscribe option.
- Less is more. Just as you don’t want to be overburdened with too many emails, don’t overwhelm your customers and prospects. You do want to get in front of them often enough to maintain awareness, of course. For most CNC machine shops, one or two emails per month makes the most sense.
- Need help? If you don’t have the time yourself and there’s no one else in your company you can delegate email marketing to, consider finding a competent freelance professional or an email-marketing firm to help you manage this important activity. The investment will be well worth it as you expand your customer base and enjoy a more consistent flow of work.
As your business grows contact your Torrance Haas Factory Outlet for the latest CNC machine technologies, service and support. Call (310) 381-0750, email: jphillips@haasfactoryoutlet.com, or visit www.haasfactoryoutlet.com.