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Euro 2016: The power of email marketing


Large sporting tournaments bring out all manner of fans, including people who don’t regularly watch football. These people flirting with football fever, caught up in the excitement and patriotism of supporting their country are primed and ready for repeat business. Customers who engage with your business are 64% more likely to visit again. If you manage your interaction with these customers effectively, you can ensure you’ll be welcoming them back in the years to come.


The benefits

Each email address has an approximate value of £84.50. This is a huge source of untapped revenue you can generate organically throughout the year, even when the football furore has died down.

As opposed to traditional marketing, email is a free and versatile tool allowing you to communicate directly with your customers. You can tailor your campaigns to suit specific demographics and track interactions with your correspondence to measure success.

When customers receive an email they are exposed to your brand. This means even if they're not immediately compelled to come down the pub for some nachos and a pint, when they are, you’ll be the first name they think of.

Building your email lists

There are a number of ways to gather contact information from your customers, which build hype around your products now and benefit your business later.

Designing a successful email campaign

The first point of contact when receiving an email is the subject line. Your customers engagement with this text is the deciding factor in whether your email gets read or deleted. It should provide a flavour of the content but needs to be punchy and relevant enough to avoid the delete button.

Be wary, the frequency of an email campaign can tread a thin line between informative and irritating. 69% of customers say too many emails are the main reason they’d unsubscribe. Bombard your customers with samey content too regularly and they are unlikely to read your emails, ultimately unsubscribing to avoid clogging their inbox. Quality over quantity applies here; One effective email is more valuable than multiple poor ones.

Create content your customers want to read. It has to be relevant, engaging and informative. How will they benefit from reading your email? Make use of national holidays (Mothers day/bank holidays/ Christmas) to send themed content promoting your business. Maintain a consistent and friendly tone throughout your communications and be concise, anything too long and the reader loses interest. 54% of readers are now accessing email on their phone so make sure your content is mobile friendly.

Our data showed the average pub is expected to see a 21% jump in takings during the England V Wales match on the 16th of June. This figure was verified by the BBC, access the link here; bbc.in/1Y5VQFi

Euro 2016: The power of email marketing


AUTHOR

Erin Heenan

Erin joined Epos Now in 2016 as an in-house content writer for the marketing department, making use of 10 years experience working in busy restaurants. An avid fan of shopping and eating out, she is committed to helping retail and hospitality SMEs get the most out of their businesses.



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