Where Do I Start with Email Marketing?

Where Do I Start with Email Marketing?

By Adriana Elmes

WHERE DO I START WITH

EMAIL MARKETING?

by Adriana Elmes (Owner of Ashtangasana) we do that? By showing them your value every day, as a result they will be fans of your Studio.

With all the focus and energy on needing to post to social media, we can forget about the simple use of email marketing. When looking at the costs of acquisition when promoting your Yoga Studio, email marketing is a fantastic strategy. Email is not only personal, it can be strategically scheduled and yet it is inexpensive. Social media is unpredictable due to changing algorithms and requires your customers to look at their feeds, at the right time. Only 30% of what you post gets shown on other’s feed. Less than 10% are what people actually see of their feeds.

Who Do I Send Emails to?

The beauty of email marketing is that you can tailor the emails based on who you are targeting.

One email campaign is not going to suit the new comer, the customer who hasn’t come in for a year. There are four categories of people within your list of customers: new customers, opt-ins off your website, existing customers and customers who haven’t been in for quite some time. Each of these groups will require a slightly different approach. If you just group everyone together and create one campaign for all, your efforts will be ineffective. The beauty of email campaigns is that you can tailor to your audience.

Using email marketing allows you to create high quality content to showcase your Yoga Studio. You can share your expertise with your community, becoming an authority in their yogic journey. You can engage your customer through this form of direct communication. Customers at New customers: Introduce to studio, make them a studio can be transient. You need to continually aware of all you have to offer, find ways for them win over your customer base, every day. How can to spread the word

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Opt-Ins: They have not stepped through your make sure what you send is of value to the cusdoors yet. Must find a way to lure them to come tomer. Part of this is addressed in knowing what to the studio. group you are targeting. If it is irrelevant to the customer you have a higher probability they will Existing Customers: Everyday they have a unsubscribe. choice to come to you or go somewhere else. Use the emails to show you are valuable to their lives. Emails can be used to encourage opt-ins to come in and try out the studio. You can use a campaign Lost Customers: They have been through your when a new customer arrives as a way to encourdoors, know where you are, they may have just age them to keep coming back. You share with gotten off track. Use this to encourage them to them other aspects what your studio has to offer, find their way back to you. encouraging them to explore different classes, sharing with them upcoming events. Provide useTypes of Emails ful tips about the practice of yoga. Within the first 30 days of using a new service you are more likeAuto-responder – These are so effective. You ly to refer your friends to the new service. While are working while you aren’t working. You can set they are boasting about your studio, make sure to one or a series of emails off at scheduled times. provide them with free pass for friends.

They also can be event based. If someone opts on your webpage, then an email automatically is sent Email campaigns or auto-responders are continto welcome you. I have drip campaigns that get uous and ongoing. You will have a string of emails started and every so many days, another email that can be sent to someone in September and will follow. You can string these emails with var- someone else will get the same series if they ious types of marketing: starting with a welcome joined as a new student in November. Thus, these email, then sharing class schedules, next intro- emails need to not be time sensitive. On the other ducing you to the teachers in the studio, then giv- hand, blasts are time sensitive. These are one-off ing a free pass to share with a friend, etc. emails that are relevant to what is going on in the studio, right now.

Blast email – these are one off emails that are typically time sensitive. Auto-responders are not time sensitive and can be started any time. A blast Strategizing Content and Timing of Emails email will go to your entire list, at one time. Sug- Crafting the content of your emails, deciding on gested once a week as keeping touch points with your subject line, and scheduling the delivery your customers. Examples of email blasts can be: take attention and trial and error. You must think about what your customer would find value in.

What group are you emailing to? New customer?

Regular Customer? They need different messages.

• Studio Events such as Workshops, Trainings, Special Guests • Offers, such as discounted packages for a limited time • Change of studio class schedule • New or departing teacher announcements • Newsletters What is your Intention or Message?

When creating emails, you need to be clear on your intention and objective of sending the email.

We all receive far too many emails so you want to

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Either way you still want to provide valuable, useful information such as articles that establish your expertise, information they can apply to their lives or their practice, schedules, etc. Think about the “pain points� for your customer, such as addressing common questions new yogis might have, or explain proper etiquette and procedures when

entering a yoga studio. Take the unknown out for them. Scheduling daily emails for the first week of a new customer can encourage them to return. Whereas an existing, loyal customer would only need emails that notify of class changes, new teachers, special events, etc.

Sample Schedule for New Customer

Day 1

Welcome to the Studio

Day 2

About you, the owner and info about different classes

Day 3

Suggested classes for the new to yoga, the athlete, stress reduction

Day 4

Tips and recommendations to the new yoga student

Day 5

Free class pass for a friend

Day 6

Resource oriented establishing expertise

Day 7

Keep eye out for these events

Day 14

Checking In

Day 21

Helpful Tip (general, yoga oriented, health, recipes)

Day 28

Class Suggestions

Day 35

Helpful Tip #2

Day 42

Free class pass for a friend

Day 49

Resource oriented

Day 56

Checking In 3

After this point, they have established themselves Subject Lines in the habit of coming to your studio. Now, you This is so very important and needs to be expercan rely on Blast emails. imented with. Depending on what software you Keeping you campaigns under a 90-day process use, you should have access to analytics. After is wise. There is a lot that can change in a studio running some campaigns, see which ones had and in life that might prompt you to change your the highest open rates. Study that subject line as messaging. Keep it fresh and current. Make sure there was something there that enticed the readyou schedule time in your calendar to re-write er to open your email. Here are some pointers to campaigns every 90 days. Comes faster than one writing effective subject lines: thinks!

Sample Schedule for Opt In Day 1

Thank you for visiting our site, Introduce yourself and Studio, free class pass

Day 10

Interesting Article Yoga related

Day 20

Drive to website/blog

Day 35

Testimonial of student

Day 35

Helpful Infographic of Yoga in America (Yoga Journal 2016 Research)

Day 45

Workshops and Events

Day 55

Yoga for Everybody Article/Email

Day 60

Free Class Pass

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Email Spam Words to Avoid

• Heighten curiosity – new class event, new workshop, special guest teacher

Commerce

• Create urgency – expiration dates for promo/discount, limited availability

Buy Buying Judgements Order Order Shipped By Shopper

• Make relevant to them • Show value

As Seen On Buy Direct Clearance Order Status

Personal

• Elicit emotion

Dig Up Dirt on Friends Score With Babes

• Personalize your email- use first name for example • Open-ended questions

Meet Singls

Employment

• Schedule them at the right time

Additional Income Double your Earn per week Home based

• Tell a story – Yoga got rid of my migraines –Staci studio member • Short subject lines – between 1-20 characters • Subject lines with free stuff- but don’t use free

Income from home Money making Opportunity

What words you use can trigger spam alerts. Karen Rubin wrote a good article which included a list of words that can trigger spam.

While you sleep Be your own Boss Earn $ Make Money University Diplomas

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Expect to earn Home employment Make $ Online biz opportunity Potential earnings Work at home Compete for your business Earn extra cash Extra income Homebased business Online Degree Work from Home

Financial - General $$$ Beneficiary Cash Cents on the dollar Claims Cost Discount Free

Affordable Best price Cash bonus Cheap Collect Credit Earn Fast cash

Bargain Big bucks Cashcashcash Check Compare rates Credit bureaus Easy terms For just $XXX

Hidden assets Incredible deal Loans Money Mortgage rates One hundred percent free Price Quote Save big money Subject to credit

hidden charges Insurance Lowest price Money back No cost Only $ Profits Refinance Save up to They keep your money -- no refund!

US dollars

Income Investment Million dollars Mortgage No fees Pennies a day Pure profit Save $ Serious cash Unsecured credit

Unsecured debt

Why pay more?

Financial - Business Accept Credit Cards Credit card offers Investment decision No investment Stock alert

Cards accepted Explode your business No credit check Requires initial investment Stock disclaimer statement

Check or money order Full refund No hidden Costs Sent in compliance Stock pick

Financial - Personal Avoid bankruptcy Consolidate debt and credit Eliminate debt Get paid Lower your mortgage rate Refinance home General Acceptance

Calling creditors Consolidate your debt Financially independent Lower interest rate Lowest insurance rates Social security number

Collect child support Eliminate bad credit Get out of debt Lower monthly payment Pre-approved Your income

Accordingly

Avoid

Chance Here

Dormant Hidden

Freedom Home

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Financial Personal - Cont’d Leave Maintained Never Remove Satisfaction Success Greetings Dear [email/friend/somebody]

Lifetime Medium Passwords Reverses Solution Teen

Lose Miracle Problem Sample Stop Wife

Friend

Hello

Marketing Ad Click Click to remove Email harvest Increase sales Internet market Marketing solutions Month trial offer

Auto email removal Click below Direct email Email marketing Increase traffic Internet marketing Mass email More Internet Traffic

Bulk email Click here Direct marketing Form Increase your sales Marketing Member Multi level marketing

Notspam Open Removal instructions Search engine listings The following form Undisclosed recipient We hate spam

One time mailing Opt in Sale Search engines This isn't junk Unsubscribe Web traffic

Online marketing Performance Sales Subscribe This isn't spam Visit our website Will not believe your eyes

Medical Cures baldness Human growth hormone Lose weight spam Online pharmacy Stop snoring Vicodin Numbers #1

Diagnostics Life Insurance Medicine Removes wrinkles Valium Weight loss

Fast Viagra delivery Lose weight No medical exams Reverses aging Viagra Xanax

100% free

100% Satisfied

4U Billion dollars

50% off Join millions

Billion Join millions of Americans

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Medical Cont’d Million Offers Being a member Cannot be combined with any other offer Financial freedom Guarantee Important information regarding Mail in order form Nigerian No claim forms No gimmick No obligation No selling Not intended Offer Priority mail Produced and sent out Stuff on sale They’re just giving it away Unsolicited Warranty What are you waiting for?

Winner You are a winner!

One hundred percent guaranteed

Thousands

Billing address Confidentially on all orders

Call Deal

Gift certificate Have you been turned down?

In accordance with laws

Giving away If only it were that easy Long distance phone offer

Message contains No age restrictions No disappointment No inventory No purchase necessary No strings attached Obligation Per day Prize Reserves the right Terms and conditions Trial Vacation We honor all Who really wins?

Winning You have been selected

Name brand No catch No experience No middleman No questions asked No-obligation Off shore Per week Prizes Shopping spree The best rates unlimited Vacation offers Weekend getaway Win won You’re a Winner!

Calls-to-Action Cancel at any time Get Print out and fax Free Free Free consultation Free grant money Free Instant

Compare Give it away See for yourself

Copy accurately Print form signature Sign up free today

Free access Free DVD Free hosting Free investment

Free cell phone Free gift Free installation Free leads

Free membership Free preview Free sample

Free money Free priority mail Free trial

Free offer Free quote Free website

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Descriptions/Adjectives All natural Certified Fantastic deal It’s effective Real thing

All new Congratulations For free Outstanding values Risk free

Amazing Drastically reduced Guaranteed Promise you Satisfaction guaranteed

Sense of Urgency Access Apply Online Can't live without Don't hesitate For you Great offer Instant Now

Act Now! Call free Do it today For instant access Get it now Info you requested limited time Now only

Apply now Call now Don't delete For Only Get started now Information you requested New customers only Offer expires

Once in lifetime Order now Special promotion Time limited

One time Order today Supplies are limited Urgent

Only Please read Take action now While supplies last

Noun Addresses on CD Brand new pager Celebrity Legal Phone

Beverage Cable converter Copy DVDs Luxury car Rolex

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Bonus Casino Laser printer New domain extensions Stainless steel

Email Tips

What System Can Help Me? You actually need to find a service, outside your gmail, internet provider. Sending group emails is actually not permitted by those providers. You need to have a company that provides email services for businesses. These systems are called email management systems. These systems make creating email blasts and campaigns much easier and provide you with analytics. Analytics are important as you will spend time creating the emails and you need to know if they are effective. You can then learn and replicate what works. They follow the laws set up for controlling spam. They have features that follow these rules, such as unsubscribe links within the emails sent out.

Common EMS (Email Management System)

Mailchimp

•

Campaign Monitor

•

Get Response

• Set time aside each month to create email blasts • 1 time a week Blast to all customers • Respond to inquiries quickly • Avoid Monday delivery • Best times: 5:30am – 6:30am & 1pm – 2:30pm • Include “Forward to a friend” • Be brief, to the point, respect your customer’s time and inbox

• Constant Contact •

• First email should be short, simple and text-based.

• Think in terms of solving a problem for your customer • The emails are to Serve your Customers (not sell your customers).

Every email should convey that.

• Aweber • Infusionsoft

by Adriana Elmes (Owner of Ashtangasana) “Supporting the business growth of Yoga Studios.”

yogastudiotraining.com

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