The pandemic has changed expectations when it comes to what people crave from a digital experience, including the way we consume emails. However, the basic concept behind email marketing is to send the right message to the right people at the right time. How do we accomplish this as coworking space operators? Take a look at some of the suggestions offered by industry peers who leverage email marketing from both an acquisition and retention angle.
Email marketing as a retention tool
Cat Johnson recently hosted a Coworking Convo on email marketing strategies for space operators which offered a wealth of knowledge regarding newsletters specifically. With the right strategy, newsletters can be a powerful retention tool that communicates the uniqueness of your brand, delivers value, and promotes engagement amongst your members. It can ultimately lead to new members as well! Josh Rencher from Ironfire Workspaces offers these insights on how to level-up the events section of your newsletter.
If events are a consistent part of your operation, build your newsletter around them, because:
- It creates a stream of fresh content (event announcements, updates, reminders, recaps).
- People will share it. They don’t like going to events alone, and they like being the one in ‘the know’.
- It shows that your space is where the local business community gathers and engages.
- It creates new imagery for your newsletter. You can only show photos of your space so often.
- It attracts potential speakers and other programming opportunities.
- Include events of other organizations in your ecosystem, including other coworking spaces. It creates goodwill, whether or not the other organizations reciprocate. It positions you as the go-to source of what’s happening in your business community.
- Include a call to action (CTA) for every event. Be creative with RSVP/Register links: “Save My Seat,” “Count Me In,” etc.
- Be selective when including other organizations’ events. Curate quality over quantity.
- Don’t forget to also promote your space, memberships, services, etc. Your newsletter is still a sales & marketing tool.
Rachel Kelly from Make Lemonade shared helpful insights about what she’s learned with her weekly newsletter ‘Hump Day Magic.’ Isn’t the name EVERYTHING? In fact, giving your newsletter a fun and memorable name is a great branding practice that Rachel highly recommends. Read more email marketing tips from Rachel here.
Email marketing as an acquisition tool
As a marketing channel, emails are still a very effective way to connect with your sales leads, particularly when it comes to inbound email marketing strategies. These are leads in your database that have already opted-in and expressed an interest in your space, so you want to treat these warm leads with the utmost care. Kim Seipel, Marketing Manager for Pacific Workplaces and CloudVO offers these tips:
- Plan your email marketing campaigns in advance. Include your email campaigns as part of your content calendar. This way you can time your sales emails in unison with any press releases or special offer announcements.
- Leverage your CRM (Customer Relationship Management) tool or your email marketing platform to create segmented lists. Then leverage these segments to create content that is specific for each group instead of sending the same message to everyone. For instance, if you are running a promotion for Dedicated Desks, segment your leads to those who showed an interest in full-time/dedicated workspace. Relevant and timely emails increases your open rates which leads to higher chances of conversion.
- Keep the entire customer journey in mind. Seamless user journeys are a must as users expect to be treated like a valued customer from the outset. This means having a clear call-to-action (CTA) so the user knows what to do next (i.e. Get Offer, Buy Now, etc.). Once the user clicks that ‘Get Offer’ button, make sure the checkout process is easy and intuitive. Pro tip: Ensure the offer matches the content of your email – no clickbait! For instance, if your email offers a free Coworking Day Pass, don’t send the user to a page where they have to purchase something else at full price in order to receive the free day pass. Don’t be sneaky – it won’t serve you.
Personalization is not necessarily a new concept when it comes to email marketing, but Jerome Chang with BLANKSPACES stresses the importance of approaching your emails with your authentic voice in mind. Whether it’s a sales email or your newsletter, consumers and members are looking for a more personal connection with brands. Having a unique voice that is tuned into the needs of your community and potential new members will pay off in the long term. Read more tips from Jerome here.
We hope the information shared here can help you optimize your email marketing strategy. Thank you to all the contributors of this article whose expertise during these times of momentous change is more valuable than ever.