Email news and strategy
How Furniture Stores Can Use Email Marketing
By Dan Forootan, President of EZ Publishing
When it comes to marketing these days, those who operate furniture stores have their work cut out for them. Super stores such as Walmart and Target have cut into the business of furniture stores and made it possible for people to furnish a house at the same place they pick up a quart of milk. In addition, specialty stores such as Staples have successfully targeted the office furniture market, thereby cutting off another once-steady revenue source for furniture store owners. And discount outlets such as Big Lots and Ocean State Job Lot offer good furniture at a reduced price, a difficult combination to overcome in trying economic times.
In addition, it’s tougher than ever these days for furniture stores to spread the word about what they offer—whether they are a large chain such as Bob’s Discount Furniture or the well-known Raymour & Flanigan or a Mom and Pop operation in a small town, furniture stores don’t have the advertising budget of the big box super stores and are finding it increasingly difficult to rely on newspapers to spread the message.
Fortunately, there is a solution as effective as it is inexpensive: email marketing for furniture stores. Such a medium may have been unimaginable a generation ago, but for furniture stores, email marketing is the present as well as the future.
Email marketing for furniture stores will generate more new business and go a long way towards convincing customers to keep coming back. With fewer and fewer people scouring the newspaper for ads these days—and just about everyone preconditioned to ignoring commercials on television or fast-forwarding through them on the DVR—email marketing for furniture stores will ensure the message gets through to interested consumers.
It’s more difficult to overlook an email than a commercial, so furniture stores need to utilize this means of communication. Let customers know about sales at the store as well as the latest arrivals in the stockroom. Are you offering a sale on discontinued or slightly worn furniture? Everyone’s searching for a bargain these days—send out an email trumpeting these offers and you will tap into a group of people who are always eager to save some money.
The email marketing software required for such programs is inexpensive and easy to both implement and customize. You’ll want to include the company logo as well as contact information, so that people know they are getting a “real” email and not a piece of spam, and offer links to your website as well as a search function for the site. The more interactive the email marketing campaign is for the consumer, the more likely it is to be successful for the furniture store.
Solicit email addresses before and after you invest in email marketing software by inviting customers to provide their email address, either in the actual store or with a prompt on the website.
Be proactive about your email marketing campaign and stick to a predictable sending pattern—once per week, for example. This will result in a successful implementation of email marketing for furniture stores large, small, and medium sized. Begin your email marketing campaign today!
Dan Forootan is the President of EZ Publishing. The firm specializes in helping businesses harness the power of the Internet for marketing and to automate business processes. In addition to custom web applications, EZ Publishing offers permission-based email marketing via StreamSend, a leading provider of easy, affordable and dependable email marketing software for creating, sending and tracking email newsletter and other campaigns.
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