Email Marketing: Second Chance at Success! (Part One of Two)

The best time to plant a tree was 20 years ago. The second best time is today.
~Chinese Proverb

I’ve always liked this proverb and find it applies to many common dilemmas. The best time to see a doctor about a worrisome symptom was probably the day after you noticed the symptom. The next best time is today. The best time to start a large project at work or a term paper at school was shortly after the task was assigned. The next best time is today. And for our subject today, the best time to start building your email list was the day you opened your business, but the second best time is today!

Email Marketing ~ Second Chances, Part 1 of 2

Today we look back into our email archives to the very beginning of our Email Marketing Story, and give you a place to START.

We’ve also included a link to our FREE Email Marketing Ebook to give you that push and help you get started.

As the quote above suggests, TODAY is the second best day to get going with consistent email marketing!

Email Marketing is the BEST marketing tool for building your “Tribe”
As you may or may not know,
our retail store {Adrians Boutique} is located in the teeny tiny town of Buhler, Kansas. Population: 1200 people, yet we daily draw from a radius of about 2 hours in any direction. Almost every client that comes in the door has driven a minimum of 12-20 miles to get there. This doesn’t happen by accident, and as you are well aware, it takes a constant stream and variety of marketing to be successful. I believe that when used consistently, Email Marketing is the BEST marketing tool we have in our small businesses tool box!

Start consistently collecting Email Addresses
We started collecting email addresses from our clients in August of 2007, but it wasn’t until almost a year later that we learned about Constant Contact and figured out how to send an email to a group! We started with 1,154 names on our list, by making it non-negotiable for our staff members to ASK for contact information during every transaction at our register. Adrians Boutique now has over 11,000 clients on our email list, with an average open rate of 18-20% on our weekly emails.

Our first email debuted for the 4th of July weekend in 2008…Now 6 1/2 years later, we have sent out 467 emails which is an average of 1.38 emails per week. We have learned so much along the way and the most important thing has not been the flawless artwork, copy with no misspelled words, or profound advice that is included in each email…
the most important thing is that we SHOW UP in our customer’s inbox every week.

Week after week, year after year, with real and relevant information that has our customer’s best interest at heart. We write with our customer’s “WIIFM” (What’s In It For Me?) in mind, every single time! (Click HERE to view our first email from 2008.)

The Money is in the List
Michael Hyatt, who now has over 115,000 people on his email list and 500,000 subscribers to his blog, says about building his email list, “…Now, three years later, my email list of 2,771 contacts has mushroomed to almost 115,000. And I am adding a thousand people or so a week. Even today, my email list is still my number one business priority—and asset. I have literally built a multi-million dollar business on the strength of my email list. Ninety percent of my income comes from it.”

Grow Your List
Now you may not have a thousand people a week joining your email list like Michael Hyatt does, but by consistently asking for your customers contact information (including email addresses), you can consistently build your list one client at a time!  Start with where you are at right now, and make a goal to grow your list on a daily basis. Track this by watching and charting your number of email addresses you have on file, then track your email OPEN rates.

The time to start is NOW.  Don’t know where to start or what to write about? Maybe you’re not the most Tech Savvy Shopkeeper in the world, but you do know your clients and what interests them.  You can start out with just 3 features per email:

  • Highlight one product line or category (what just arrived from Market?)
  • One store event (what’s going on in your store this weekend?)
  • One WIIFM item (our customers love recipes, so we usually feature one or more recipes in an email.)

Add an incentive for your customers to OPEN that email, get into their car and come to visit you at your business. You can use coupons, gift with purchase, special offers, or even offer something FREE (we call those “Reader Rewards”).

Remarkable Retailer Email Marketing E-Book
Today we are offering our readers a link to the Remarkable Retailer Email Marketing E-Book at absolutely no cost. This is a 24 page booklet with ideas to help you get started on consistently reaching out to your clients through email marketing.  If you just don’t know how to get started, there are some great tips and proven tactics to get you going.

RR e-Book on Email 2014 COVER PHOTO
E.M.A.I.L. Marketing =
License to Sell!

Learn how to write and schedule your posts, plus practical tips on how to Get ‘er Done!

Find out WHY you should consider E-Mail Marketing in a Social Media driven world!

Plus resources and information that we have used to make our emails more actionable.


Click on the image above or HERE to download your copy of Email Marketing 101 and start building your TRIBE today!

I would love to hear how you are doing with your commitment to growing your email list! Please feel free to email me at:

Be sure to watch for Part Two of this series which will feature a short Video Tutorial on how to give the emails you have created a second chance at getting opened. It will be out next week!

Thank you so much for joining me on the Journey to Remarkable today!
Vicki Adrian Email:

Please note: I reserve the right to delete comments that are offensive or off-topic.

Leave a Reply

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.