With all of the hype on social media there’s a danger that the small retailer might take his eye off a marketing tool that really works. Email marketing continues to be an effective, low-cost way for the small retailer to reach out to, inform and retain their current customers. We all know that it’s a lot easier to get a previous customer back in the door than it is to find and motivate a new one.

Your customer likes receiving targeted messages about products and services they care about. That is why Email marketing works. Don’t mess-up your relationship with that customer by bombarding them with un-targeted messages.

Email marketing is all about customer retention and growing your business. It’s about building stronger relationships with customers who already know you. Your customer wants to hear about new products, hot deals and what’s going on at your store. When your messages land in their inbox it helps keep your stores name in their top of mind. No, they are not going to respond or even open every Email you send, but when they have a need guess who they’re going to think of first.

Here at CCH Consulting, when we run a store closing or going out of business sale, an Email campaign is always part of our marketing plan. That plan is a balance of direct mail, Email, traditional media and social media. Email remains the most cost effective marketing tool we use. Though running a store closing sale is different than trying to grow your business, Emails to existing customers always result in increased traffic at a low cost.