Posted on May 28th 2015 under Email Marketing
As the owner or manager of a successful limo company, you already know that it takes a lot more time and effort to convert people into customers than it does to keep your existing customer base engaged. One area where you can see shifts in customer interest is email.
How many customers are you adding to your limo email list every month? Are you seeing the numbers you hoped for last year? Now, for that crucial bit of information: How many customers are unsubscribing from your email list? If people are leaving in droves, it's a sign that either you are doing something wrong or your customer base is dramatically changing (moving on to other cities, smaller budget for transportation, and so on).
People unsubscribe from email lists for some very predictable reasons, noted an article at Rain Today citing figures from the Social Break-Up study. Some 91 percent of them will wind up unsubscribing from opt-in marketing emails, which means it's all the more important to hang on to every one you get!
Approximately 77 percent of people are reluctant to provide their email address to companies. They fear getting overwhelmed by spam, especially by having their address sold to third parties. Of course, you make a point of telling your customers you will never give their address away and that it's only to be used to communicate important information they can use.
Let's address the things you can change, with some tips to keep more of your customers on your email list going forward.
Find the Best Time to Send Emails
You'll discover through trial and error the best times to send emails to your particular customers. You might find mornings on Tuesdays are better than Thursday afternoons, for example. Use your email marketing software to keep track of the details and then adjust the timing of your upcoming email transmissions accordingly.
Keep it Short
People might be unsubscribing because your emails have been too long lately. Keep your messages short and to the point and you will maximize each email you send. If you have a lot of material to cover in your messaging, send customers a short excerpt and then give them an opportunity read more (such as sending them to your services page).
Connect with Customers
It's always best to personalize your messages, addressing the recipients by name. You can also customize your emails to some extent, such as by sending female-oriented messages to the women on your list or segregating mailings according to whether it is a small business or a large corporation.
If you're not harnessing the power of analytics with your email campaigns, you are doing your limousine marketing efforts a disservice.
Pay attention to the numbers being generated after each email blast you send out. You'll see how many people and which types of customers are clicking on your links and following your calls to action. This will help you determine how effective each message is.
At DriveProfit, every one of our senior marketing professionals has more than two decades of experience in the ground transportation services industry. We recognize that email is an important part of limousine marketing. You need to be careful with what you write to avoid boring or annoying people and prompting them to unsubscribe. For more information on boosting your limo firm's email marketing efforts or to start a new campaign, please contact the experts at DriveProfit today at 203.426.7780 or firstname.lastname@example.org.