Why Email Marketing Works and How to Build a Subscriber Base
Is your funeral home sending enough emails? Are you making the most out of the different funeral home digital marketing channels?
Half of the world has an email address (or two¦or even three). Many people still trust the messaging they receive from businesses via email more than they trust social media ads and brand posts. Which might be one reason that email marketing generates a whopping 320 percent return on investment.
If your funeral home isn’t marketing via email, you’re leaving a potential portion of the market unprimed. Email is a great way to build a loyal customer base, educate people about your products, and stay tactfully in the minds of consumers until you’re needed.
Three Tips for Building a Funeral Home Marketing Email Subscriber List
With that said, sending emails at random to unknown addresses isn’t effective. It also puts you at risk of running afoul of the Federal Trade Commission’s CAN-SPAM Act, which regulates commercial email messaging. That would be very bad news for you.
The golden rule you must always follow is this: Never, ever spam.
Getting people to agree to receive messages from you by subscribing to your email content is an easy way to avoid such issues. Here are a few tips for building a funeral home marketing email subscriber list:
1. Offer Valuable Free Content
People might trust email messaging more than ads or social posts, but that’s in part because they chose to receive your emails. And that entry into an email inbox often comes with a price of admission.
Offer something of value in trade for someone’s email address and subscription to grow your list faster. Examples of content for which people might be willing to exchange their email addresses might include comprehensive checklists for funeral planning or a step-by-step guide to preplanning.
2. Stay Connected to the Community
Make sure your funeral home marketing email list does more than call out your deathcare services. Provide links to helpful content or related (but noncompeting) businesses in your neighborhood.
Being perceived as a community team player is good for business in a number of ways. People may be more likely to remember you and use your services if they see you as a valuable part of their town, and sharing partner links might prompt return shares to your own pages.
3. Find the Publishing Cadence That Works for Your Audience
As with any content marketing effort, quality is critical for email newsletters. But so is quantity.
Sending too many emails can cause people to unsubscribe. Sending only one email a year will likely ensure that people forget you entirely. Many businesses send email newsletters monthly, but you should test to find the right cadence for you and your audience.