3 reasons your cake business needs an email list
Email lists? For bakers? Are you serious? I know what you’re thinking and I get it! I didn’t see the value in having an email list either… until I decided I wanted to sell something. After that, my email list became the pot of gold at the end of the rainbow for me. The bigger it gets, the closer I bigger the pot of gold. I’m going to share with you three reasons your cake business needs an email list so you can get that pot of gold too!
Let me go back a step and explain why. People who sign up to your email list are interested in you and your cake business. Maybe they signed up because they love your website, your cakes, something you offered to entice people like a special offer. This is the first step. Next, you get to email them and introduce them to you and your business a little more, building familiarity and trust with your cake business brand.
We buy from the shops we see all the time and know, not from the one-off that just popped up around the corner out of the blue. The same applies to your cake business, so make yourself known to the potential, already somewhat interested, customers on your email list. Send out a friendly email, introduce yourself and your cake history, build a relationship. You can send them a quick weekly update on availability, your favourite cake from the week, special offers, new flavours… you get the picture.
What you send matters
Not only can you build trust, you can also prime your email list to want to buy from you. This is done by choosing the topics of your email carefully to combine a great offer or cake service with content in your email to support it and make them want it.
If you’re looking to get some Christmas cake orders, send a testimonial from a customer last year, including photos, who’s festive celebrations were made by your amazing cake that a supermarket just can’t come close to. Not only is this great social proof, it’s also subtly persuading others of the value of your work and the difference ordering a cake from you could make.
You own your list
The final reason to build your email list from day one is because your list is exactly that – yours. Your followers on social media and website visitors might come and go, and social media websites can change how they work whenever they like (remember when Facebook last changed its algorithm?). While we can develop new ways to work with these changes – check out three ways to sell more cakes using Facebook here – your email list is all yours and won’t disappear or suddenly change. It’s an invaluable community of potential and existing customers for you to build relationships with and sell to, time and time again. Repeat customers make it much easier to book out your cake business – you’re not trying to win each customer over each time they place an order, because they already know how great you are that they want to come back.
Your cake business needs an email list because:
- Your email newsletters can build a relationship and trust for your cake business
- You can use your email list to sell, both directly with special offers and indirectly by showing your value and priming people to buy
- You own your email list