In the hustle of everyday business, it’s surprising how many companies overlook the basics of email marketing, regardless of size.
It seems like people are constantly in a reactive mode instead of a proactive email marketing mindset.
Without a solid email marketing strategy, businesses are missing out on sales, weakening customer relationships, and, crucially, not maximizing their word-of-mouth potential.
Whenever I chat with marketing directors and business owners, they usually tell me that their primary lead source is word of mouth. They lean heavily on referrals, which is fantastic because it means they’re doing something right: their products or services genuinely meet their customers’ needs.
But if they want to enhance this powerful tool, there are some practical steps to consider.
Here’s a simple three-step email marketing plan to improve your referrals and, ultimately, your sales.
Step 1: Share Something Interesting
Start by making a list of all your past customers and leads. Don’t stress over organizing this list perfectly; the important thing is to reconnect with these contacts.
Your goal is to consistently share engaging and relevant content with them. If you’re worried about not having enough time to create content, relax—it’s about being authentic and personal.
For example, last month we sent an email to our past clients showing a behind-the-scenes look at a recent project. We explained why we undertook the project and the outcomes. It’s about sharing stories and updates that engage your audience with insights they’ll find intriguing.
Whether you’re offering a service or a product, you can share updates, recent achievements, or sneak peeks into upcoming features.
Aim for a monthly update, or if that feels too ambitious, start with a quarterly touchpoint.
The key here is regular communication.
Step 2: The Invitation
Once you’ve re-engaged your audience with interesting content, it’s time to make them a thoughtful offer. This is where you transition from sharing information to inviting them to take advantage of a sale or check out a new product. Keep it casual and personal, as if you were talking to a friend.
For instance, you could send an email that looks like it came directly from your personal account, maybe something like: “Hey, I remembered you were interested in our products, and I thought you’d like to know we have a 30% discount this weekend.”
The tone should be friendly and inviting, making your clients feel valued rather than just another number in your sales target.
Step 3: Automation and Follow-Up
Following up is where many businesses fall short. If you aren’t automating your post-sale process, you’re missing out on opportunities to deepen customer relationships.
Set up a basic automation for after a sale, such as a thank-you email followed by a series of informative messages.
These could include a video about your company, highlights from recent projects, or educational content.
This approach keeps your brand in your customers’ minds and helps build a story around your business that they can connect with. Over time, this narrative helps transform their perception of your business from just another transaction to a valued relationship, fostering loyalty and encouraging repeat business.
Wrapping Up: Commit to the Process
All these steps boil down to one thing: commitment. Schedule these email tasks—whether it’s sharing an update or sending out an invite. Stick to a routine, and you’ll start to see not just sustained but improved word of mouth and referrals.
Effective email marketing isn’t overly complicated, but it does require careful thought, planning, and genuine effort. Start tracking your leads, engage your past customers with compelling content, and send heartfelt invites that resonate.
Put the right systems in place, follow through consistently, and watch as your business’s referral engine revs up.
