Let’s face it: We are slammed by email and social media and much of it is the same.
“It’s an onslaught of messages designed to sell, sell, sell,” says Michael Bailenson, president of e-marketing company Bailcomm. “The constant sales pitch is not the way to go about engaging with potential customers.”
Bailenson says there’s a better way – personalized e-newsletters – and he has the numbers to prove it.
“People still want information, but it has to be information that’s relevant and engaging,” says Bailenson. “Think about two emails – one is nothing more than a sales pitch to buy a leather chair. The other is a newsletter that shows you how to protect your leather furniture, offers three to five decorating ideas, maybe some lighting tips, too. And, oh, by the way, here’s our sales on leather chairs. Which of those are you going to find more engaging?”
E-newsletter strategies for you
Bailenson will share with furniture retailers strategies for crafting personalized e-newsletters that connect with consumers at the Home Furnishings Association’s Resource Center at Las Vegas Market on Monday, July 29, at 2:30 p.m. The Resource Center, located in B1050, is home to seminars and vendors geared to helping furniture retailers grow their business. Furniture retailers do not have to be members of the HFA to attend seminars.
Bailenson said the deluge of email, social media and texting has helped spark a resurgence in e-newsletters. He says e-marketing is one of the most powerful and affordable marketing tools a furniture retailer can use. For every dollar invested in e-marketing last year, a furniture retailer received a $38 return on investment.
For more information on Bailenson’s seminar, the Resource Center or the HFA, contact the Home Furnishings Association at 800-422-3778.
For news about HFA members, read the Shop Talk blog.