If you’re not already asking your customers for their email address so that you can include them in your email marketing program, now is the best time to begin.
Email marketing is one of the simplest and cost-effective ways to not only promote your comic book store, but to also help connect with your clientele in a way that helps boost customer loyalty and increases your yearly revenue.
The great thing about email marketing is that it’s not difficult to get started. Once you do, you’ll find it’s your favorite (and most efficient) form of marketing…best of all, Manage Comics makes this part of your process. Sending out emails is baked right into the Manage Comics system!
Email Marketing Improves Your Comic Store’s Brand Image
Branding and brand recognition are a key aspect of your comic store’s ultimate success. Branding is what helps your comic store stand out from all the rest.
When people see your logo, three things should automatically pop into their mind:
- Comic books
- Outstanding customer service
- Your store’s name
Good branding helps new customers find your comic store. Solid brand recognition is what keeps them coming back.
Email marketing goes a long way towards helping you build your brand. Each time you send an email to your subscriber list, you need to include your store logo, your contact information, and your comic store’s name.
Keep the language and tone of the email consistent with the brand image you’ve created. Not only does this help you establish better brand recognition, but if you play your cards right, you can use this easy form of branding as a kind of subliminal message.
Each time one of your loyal customers sees your store’s logo in an email, they realize it’s time to get the latest issues of their favorite comics.
Email Marketing Lowers Overall Advertising Costs
Promoting your comic shop isn’t easy. It’s difficult to know what type of promotions and special events will bring customers in, and how to reach your target market. On top of that, many traditional forms of marketing can be expensive. If you’re marketing efforts are limited to posting a sign on your door about upcoming special guest appearances or attending a few comic-cons, you should know that email marketing is not only easy, but inexpensive.
Email marketing doesn’t take much effort. All you need is to start collecting email addresses from your current customers, and draft some email newsletters, and start emailing the newsletters to your subscribers. Some comic shop owners send out a newsletter weekly, others have a once a month program, while others only send out an email when they’re promoting a special event.
Email marketing allows you to streamline your advertising to those who love comic books and who are already familiar with your comic books store. You can even streamline your marketing further by exploring ways to break your subscriber list into groups of people who like Marvel, DC, or Dark Horse. Or maybe you can break the subscriber list into different categories, such as specific characters, genre, theme, etc.
The expenses connected to email marketing are surprising low. You have to invest the time it takes to collect email addresses and compose the newsletter. The cost of the subscription service is usually based on how many people you’re emailing. A good email marketing campaign for your comic book store has the potential to net you $44 dollars for every single dollar you invest in the email marketing program.
Obviously the exact value of email marketing varies from one business to another. The good news is that there’s a formula you can use to help you determine the exact value of your email mailing list. All you have to do is multiply your open rate, your click rate, your purchase rate, the amount of revenue generated by the email, and your profit margin together and you’ll have the exact value of every single marketing email you send!
Email Marketing Helps Promote Special Events
Promoting special events such as having a highly sought-after writer/artist in your shop is problematic for many comic bookstores. Advertising money is tight and it’s difficult to know what platform you should use to connect with the maximum number of your clients.
Many comic shop owners ultimately settle for letting the special guest promote their appearance on their social media channels and place a sign on the door. This is cost effective but doesn’t always result in your entire customer base learning about the event.
It’s not always easy to determine how many people actually notice your social media posts and the promotional posts never get shared as much as you’d like them to. However, most people check and read their emails every single day and are highly likely to open an email from their favorite comic shop.
Promoting special events taking place at your comic store is where email marketing really comes in handy. Several weeks prior to the event you send out a newsletter about the event to your entire mailing list. Every week or so after that, you send out a reminder.
Many comic bookstore owners have discovered that they do best when they reveal an important piece of information
Email Marketing Improve the Relationship you Have with Customer
One of the best things about using email marketing is that it really helps build a long-lasting relationship with your customers. Don’t make each email about sales and special events. Include insider peeks into the shop, tell stories about the last comic-con you attended, share a tidbit or two about your personal life. Getting a little personal with your emails goes a long way towards establishing a solid working relationship with each of your customers.
Here at Manage Comics, we understand exactly how much value a solid email marketing campaign adds to your business. Watch our webinar to learn how we can help take your comic store to a whole new level of business success!