Santa at the Movies: A Real-Life Email Marketing Fable

Many business owners I meet emphatically push back when I mention email. “No way! I hate spam email! I get so much!”

Thanks to the hyper aggressive retailers of the world – we get it. That being said, email is still a FANTASTIC, low cost way to reach your customers, if done strategically. If you’re not doing email – YOU SHOULD BE.

Let me give you an example. I have two daughters, Avery (age 4) and Autumn (age 3). On December 11, I took them to see the new Disney movie, Moana. We’ve seen previews for weeks and have been in total countdown mode. “Mom, how much longer till Moana? Three days?? Yay! Two days? YAY!!”

Moana Day arrived, and two excited little girls danced at my feet in the ticket line. When the salesperson handed me the tickets, she also gave me a tiny slip of paper. Here’s what it said:

Santa at Moana

Are. You. Kidding. ME???

Mommy is mad!

Had I known I could’ve waited one week and bought my girls to see Moana AND SANTA at the same time, AND get free tickets to come see another movie – I would’ve been all over that! But there I was, with two deliriously happy little preschoolers, tickets in hand eye-balling the popcorn. Message delivered TOO LATE.

So – are you a local business owner, not taking advantage of email? Then consider this:

Your loyal customers WANT to hear from you.

Point made above. I walked out of the theater saying, “Where do I sign up to get this info faster??” Seriously. It’s not spam if it contains free useful info and offers your customers can redeem to get the products and services they want.

72% of consumers say that email is the way they prefer to communicate with businesses.

Facebook doesn’t work anymore.

Not without paying, that is. The data varies, but some sources are saying that un-paid Facebook posts only reach 2% of the people who like your page. 2%. Let that sink in. So if you have a modest following of 500 fans or less – then your fun, creative, time-consuming Facebook posts will MAYBE reach 10 people.

I follow the local movie theater on Facebook and never saw their post about the Moana/Santa special.

Facebook has sucked the ROI right out of organic post strategy for small businesses. It’s sad but true. We don’t even recommend that small businesses invest time and money into growing likes of their Facebook page anymore. Boosted posts and larger scale Facebook campaigns to a targeted local audience are what will deliver return in 2017.

Email continues to deliver ROI, and will in 2017.

Marketers would not invest in email if it weren’t delivering results. Don’t believe me? Just check out EmailIsNotDead.com, a lovely little resource that reviews all the best email studies and published literature. Here are the highlights:

  • 80% of content marketers use email marketing.
  • 55% of companies generate more than 10% of sales from email.
  • Email is 40x better for acquiring new customers than social media advertising.

Don’t be an angry mom whose kids missed their chance to see Santa at the movies. Be one of the smart marketers in 2017 getting massive ROI from email.