We’ve all signed up for emails from a brand whether it be because we wanted a discount or we love the brand. Regardless of the reason for signing up, getting those emails keep those brands fresh in our mind. This means that when the time comes we need something such as a shirt, those are the first brands we start looking on. Utilizing this process for your own bridal shop can help make sure that when a bride is ready to look for her dress, your shop is her first stop! So how do you start email marketing? Here are 4 steps to starting your first campaign!
Step 1: Build a Mailing List
The first step to starting your email marketing campaign is to have a list of people to send those emails to. This can often be what holds back bridal shops. The key to building your mailing list is making enticing, easy ways for brides to sign up. You can do this by offering a discount, having a giveaway at a bridal show, or starting a rewards program. All of these allow brides to sign up for your mailing list, but give them something in return.
If you want more online options to generate leads, you can try using paid ads or creating an online quiz. Both of these options are great for finding your target market!
Step 2: Set the Basics of Your Campaign
Once you have the email addresses of brides to be the next step is to decide what you want this campaign to accomplish. For example, a welcome campaign is perfect to send brides who have recently signed up for your emails. During this step you will want to discern which brides you want to target with the campaign, where they are at in their buying process, and what information would help them in that stage.
Step 3: Write the Email
Now for the fun part- creating your email content! Emails should be fun and engaging for your brides. Be sure to use visual content to attract their attention such as branded fonts/colors, pictures of your beautiful dresses, and visually pleasing formats. Another simple way to attract attention is to use a subject line that creates curiosity.
When it comes to the actual email content, it can depend on what your campaign is looking to share. However, it is great to have a main hook such as a sale or collection spotlight to excite brides. Especially if this email is your first welcome email, reminding brides why they signed up and thanking them for participating will help them feel valued and appreciated. On other emails, including personality, how your shop is different, and how your shop will make their lives easier in your writing will set your shop apart!
Step 4: Automate Your Emails
Although you can keep track of email campaigns personally, using platforms such as Mailchimp or Send in Blue will save you time and headaches! Setting up your campaigns with these platforms will allow you to have welcome emails or quiz results or anything you can think of sent to brides within minutes of them signing up or being on your site! Automating your emails will also help your brand look cleaner and keep your emails consistent! To automate your email marketing campaign, you will need to decide what action you want to follow up with an email. For example, do you want to have a confirmation email automatically sent to a bride who makes an appointment?
Want to Learn More??
Check out our other blog posts and follow us on Instagram at @engagedmarketingcompany for more marketing tips for bridal shops and other small businesses!
