Want a simple way to expand your email list and increase sales? Simply collaborate with businesses and organizations that share your customer base but are not competitors. When businesses collaborate to promote one another’s email newsletters, products, and services, they can:
Instantly earn trust: When they recommend you, their audience will trust them, and vice versa.
Increase your reach by doubling or tripling it: If both of your mailing lists are approximately the same size, you can reach twice as many potential customers. By collaborating with a third business, you can effectively triple your reach.
Boost sales: By collaborating with other businesses, you can expose your brand to new prospects that fit your customer demographics and are likely to become customers.
Three strategies for partnering and developing mutually beneficial relationships that grow your respective email lists and increase sales are as follows:
Partner with local businesses
Other small businesses in your neighbourhood share your customer base, and many do not compete directly with you. Contact them to see if they’re interested in collaborating on a local email marketing campaign. Several suggestions include the following:
- Utilize email to promote one another’s weekly specials.
- Suggest and explain the benefits of subscribing to one another’s email lists.
- Create a one-of-a-kind package. For instance, a restaurant and movie theatre may jointly promote a package dubbed “couple’s date night.” Each business offers a discount, customers are subscribed to the mailing lists of both businesses, and they enjoy an affordable night out – a win-win-win situation.
- Collaborate with other local businesses to create a weekly newsletter featuring “community deals.” Each business can list its weekly specials and contribute to the list’s promotion among its customers.
Partner with online businesses
Do you have a regional, national, or international customer base? Consider expanding your search beyond your zip code to identify potential business partners who share your scale and customer demographics but are not direct competitors.
For instance, an online bookkeeping firm may collaborate with an online invoicing software provider. Alternatively, a dog food company may partner with a dog toy company. Several examples of online email partnership opportunities include the following:
- Disseminate information about complementary products and services.
- Exchange lead magnets – for example, eBooks – to entice customers to subscribe to one another’s email lists.
- Promote special offers to customers; for instance, if a customer purchases dog food from one company, they may receive a 15% discount if they subscribe to the dog toy company’s mailing list.
- Establish affiliate relationships in which each company receives a commission when one of their subscribers makes a purchase from the other.
- Construct joint venture partnership packages that combine two products or services into a single discounted offer. As with local partnerships, it’s a win-win-win situation: both businesses benefit from the marketing investment and generate sales, while customers benefit from a great deal.
There is no shortage of online businesses, so do your research and identify the best possible partners who sell complementary products and services that are not in direct competition with yours. It’s an excellent way to instantly increase your audience and sales through trusted recommendations.
Partner with non-profit organizations
Non-profit organizations can assist you in reaching a targeted audience eager to contribute financially to a charitable cause. You can make the deal more appealing by providing something in exchange, such as a product or service. Several suggestions include the following:
- Host a limited-time sales event in which a percentage of each sale is donated to a charitable organization. Seasonal events, membership drives, and special events provide excellent opportunities.
- Provide a special coupon to anyone who subscribes to an email list maintained by a non-profit organization. The non-profit will share its subscribers with you in order for you to distribute the coupon and continue marketing to the organization’s audience.
- Simply donate a portion of the proceeds from each sale to a charitable organization that is meaningful to your customer base. You may continue the program indefinitely as long as it benefits all parties.
When non-profit organizations partner with you, they will promote your email list to their members, donors, and email subscribers. The relationship benefits both parties because they receive a portion of the proceeds (or another type of donation, such as an in-kind donation), you gain new customers and subscribers, and customers benefit from a great deal while also contributing to a charitable cause.
How to create successful email partnerships
By now, you should have noticed a recurring theme: to be successful with email partnerships, you must create a win-win-win situation. This benefits all partners and, most importantly, customers. Here are some additional tips for making email collaborations work:
- Collaborate with others who share your audience but are not direct competitors (and who are easy to work with).
- Ensure that the relationship is mutually beneficial and equitable.
- Never spam subscribers acquired through email partnership programs. When forming partnerships, it’s a good idea to make it crystal clear how you intend to use your growing email list.
- Prioritize subscribers. What will entice them to join your mailing list? Who is on your partner’s list? Then decide on a package or program that will entice subscribers.
- Begin with a single partner. If you are successful, seek out new partners or consider collaborating with multiple businesses on a single promotion. If you are unsuccessful, determine what went wrong and correct it: did you choose the wrong partner, audience, or offer?
A well-designed email partnership program can yield enormous benefits for all participants. Concentrate on customer benefits, and each partner can exponentially grow its own list while increasing sales through trusted referrals and the ability to reach more people with ultra-affordable email marketing.