Email & SMS Marketing
Key Inertia Metric (KIM): Open Rate
Email and SMS marketing inherently include a critical feature absent from paid ads: you own the list.
If, hypothetically, you were to stop paying Google to run ads, your website's traffic would crater. You only get traffic when you pay for traffic. Compare this to your customer list: you can email or text your customers at any time - today, tomorrow, even in five years. And it's practically free.
But having a large customer list is not enough. How would you respond if a business you haven't heard from in two years sends you a coupon? You'd immediately click the "spam" button. That's why we use Open Rate as our Key Inertia Metric (KIM) for list quality: it's an effective proxy for the number of warm leads you have access to.
An Adrenaline Shot for Slow Days
How We Leverage Email & SMS Marketing To Build Inertia
A business that's growing at a good pace is, hopefully, scaling their ability to provide more services to more people. Whether this means upgrading facilities, hiring more employees, or opening new locations, your definition of "at capacity" should change over time.
Also changing from day to day are the number of customers walking through your front door. We've all had slow days, even slow weeks. Usually, it's not indicative of any problem that needs correcting, it's simply a run of bad luck. That's where a warm, active list of potential customers can make all the difference. A well-timed promotional offer to every happy customer in the last two years can turn a slow day into a stampede.
Email and SMS marketing are like a magic wand. If you wave it too much, people will get sick of you. If you don't wave it enough, people will be skeptical when you do. Flywheel will help you thread the needle and keep your leads warm so that when you need to conjure up a customer or two, it just works.