Content marketers know that email marketing strengthens and revives customer retention.
I always wonder if a good email strategy (and engaging copy, of course) have helped my once-favorite pizzeria “slice” through its competition?
I drove by the small cave that used to be Papa Joes not long ago. I was closed for good.
The only reason a pizzeria shuts down is because it’s not selling enough pizza, right? There are ways to fix that. Hello? Did they ever hear of advertising and marketing?
First I’ll admit, I’m a fan of content marketing and email marketing… What can I say? I’m an email copywriter. Remember the old adage: “When your tool is a hammer, all problems look like nails.” (Wink.)
I’ve been buying pizza from this restaurant for 7 years and can you believe no one’s ever asked for my email address? I’ve never even been offered a coupon. How odd is that? What pizza place doesn’t offer coupons?
Eight miles away, and it was the closest pizza to our house. In fact it was the closest restaurant to our house for a long time! The very day it opened I was the first customer to use a credit card; that’s how excited I was to buy a pizza. I remember the new owner coming out to greet me. She beamed that the tiny pepperonis were extra special and pointed out that there were over 100 of them on a large pizza. Her enthusiasm and pride were evident.
They rocked for a while. Papa Joe’s was voted best pizza in a local magazine. The staff was friendly and fun. They even opened another location in a similar town about 30 minutes from Austin. All good.
And then the area started growing.
There are dozens of new restaurants in our area now; some even closer. Still, Papa Joe’s was on of the first restaurants out here in the middle of nowhere. You’d think customer loyalty would counter the competition.
I was stunned to see it closed until I realized something. I hadn’t been there in a while.
The place just fell off my radar. The owner never seemed to be there when I had stopped by the last few years. The pepperoni was more scant. The young men who worked there didn’t seem all that excited to see us when we walked in the door.
They stopped being hospitable, and I kinda forgot about them. When I needed a quick dinner I thought of several other places to grab a bite.
Sadly, they blew a great opportunity. They could be serving up more pizzas than ever!
If they had employed a good email marketing strategy, complemented by local ads and coupons, they might still be in business.
Small mom-and pops have it ALL OVER the national chains when they engage their local customers. People want to do business with local shops as long as they feel appreciated and connected. The shop needs to do something to project that.
What can you do to market your small business? Engaging email copy is a wonderful place to start.
Wondering if email works? Here’s a direct quote from one of my customers: “This is the first time anyone has ever responded to our newsletter…that makes six responses and it’s only been hours since you sent it. So, good work!!”
I’d be happy to show you how you can use email to engage your customers.
P.S. The old pizzeria space is recently occupied by another “Cavalier Pizza.” I’ll be ordering a pizza from them soon!