In this modern world with everyone working and running at all hours of the day, it's hard to catch each and every client to either hand them a piece of paper or just to talk to them. There are also times that you want to make sure people get information from you. If you have a rule change in the barn, suddenly can't make lessons this Saturday, or are offering a new service, you want to be able to inform all of your current (and possibly potential) customers. You can post information on the barn bulletin board or tack room, but those notices don't always get noticed.
Many farm and stable owners and managers are sending out regular email updates to customers (and potential customers) to let them know what is going on and items of interest and importance around the farm. (The vet dentist is coming Sept. 1; make appointments before July 30!)
However, most of us are living with information overload. Your email inbox is loaded with things that are “sort of” interesting or important, but on a daily basis people will delete a majority of what comes in with out reading more than the subject line. Sometimes they don’t read that much!
As the person on the other side of the coin (the one sending out the email), you need to make sure your message gets seen and read. Keep in mind that with today's email, you are yelling in a crowded stadium. There are a few things you can do to get your message heard, or at least get the recipient to stop long enough to filter through your “pitch” and see if they want to read what you have to say.
- Subject lines are ultimately important. Make sure the person getting your message knows what is contained in the email. Hit some key or “hot” buttons with that person. In other words, keywords are key.
- “From” should allow the person to recognize you, your business, your farm, or your service immediately.
- Make sure your clients have your email address in their address book. That will keep your message from getting trapped in the spam filter.
- Don’t spam! Send only what is important.
- Allow people to remove themselves from your list. It gives them a feeling of comfort to know that they have an “out” if they so choose, and it's required by law. However, make sure your clients know if they take themselves off of your email list that you aren't responsible for getting the information to them in some other way.
- For those potential clients who don't respond to your messages, don’t give up on them if they are still choosing to receive your emails. If they haven’t removed themselves from your list, then you still have something valid for them…just not now.
- Of course, only send things that are of interest to that person and provide information.
It's only information overload is if the recipient doesn’t want to get your message. Be relevant and provide value for their time.