Paulette Kirk Kasmer, proprietor of Polka Dot Parlor, encourages her prospects to specific themselves by trend. “The shop is all about wanting good and feeling good,” she says. Primarily based in Bristol Borough, Pennsylvania, the quirky boutique boasts an eclectic mixture of classic clothes and kitschy equipment. Though Kasmer is a whiz at curating stock — there actually is one thing for everybody at Polka Dot Parlor — getting new prospects into the shop was a problem. Throughout her first 12 months in enterprise, she relied solely on word-of-mouth to advertise the shop and wasn’t seeing as a lot foot visitors as she would’ve favored.
Because the recipient of a Small Enterprise Revolution makeover, Kasmer partnered with Deluxe to construct a advertising technique that may develop her buyer base. One key component of that plan was her new e mail advertising program. In a couple of quick months, she was capable of construct a contact record from scratch and is now connecting with extra prospects than ever — all whereas staying true to Polka Dot Parlor’s mission and voice. Right here’s a take a look at her e mail advertising technique in motion.
Launching an e mail advertising program
Initially, Kasmer, like a number of enterprise house owners, hadn’t embraced e mail advertising as a result of she was afraid of spamming her buyer base with messages they didn’t need. However the reality is that buyers wish to hear from corporations by way of e mail. Based on latest analysis, 91 p.c of Individuals wish to obtain promotional emails.
To kick off her e mail advertising program, Deluxe inspired Kasmer to place a pen and pocket book subsequent to the money register, so she might gather e mail addresses from her prospects. As a result of all profitable e mail methods begin with an e mail record, getting new subscribers was — and continues to be — a precedence.
Deluxe created a promotional calendar that built-in the shop’s merchandising plan with Kasmer’s e mail schedule. Through the winter months, for instance, her window shows and featured stock can be thematically linked to her e mail promotions by the vacations, the colder climate and so forth:
Because the Small Enterprise Revolution revitalization, Kasmer has maintained the promotional calendar, discovering a cadence that works greatest for her and for Polka Dot Parlor’s prospects. She sends at the least two emails a month to her subscribers, ensuring to include seasonal content material and promotions. To maintain subscribers’ consideration, she varies the subjects she covers. Messages about upcoming workshops on the store and native occasions are integrated into the calendar together with promotions.
Sustaining a powerful model voice and picture
Paulette brings her exuberance, ardour and positivity to each facet of her enterprise — and her e mail advertising isn’t any exception. Her e mail topic traces are mild and playful, and she or he doesn’t draw back from emojis. Latest examples embrace:
- What’s up on the Polka Dot Parlor?
- Did somebody say 50% off?”
- Tremendous Duper Gross sales This Week on the Polka Dot Parlor 🐯
- June Happenings on the PDP
- New Spring Goodies arriving each day
Electronic mail pictures showcase the enjoyable choices on the retailer and run the gamut from images of window shows to images of merchandise to images of Kasmer herself. Since Polka Dot Parlor is all about self-expression, it was vital for Kasmer to hold that by to her advertising as she established her model voice.
Rising an e mail record
Kasmer continues to develop her subscriber record. Not solely does she gather e mail addresses in-store, however her web site has an e mail sign-up type. She has additionally experimented with new methods to construct her record, like attending off-site occasions and handing out enterprise playing cards and postcards that direct individuals to her web site and sign-up type. Her efforts have paid off: Polka Dot Parlor just lately surpassed 500 e mail addresses.
Kasmer is now getting into her second 12 months in enterprise with a powerful advertising technique. Her contact record is rising, and her emails are giving her a platform to advertise her enterprise whereas encouraging prospects to be their most genuine selves.
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