E-Mail Marketing
 If
you're like most small-business owners, you need a generous
supply of potential customers' names and e-mail addresses
to effectively market your offerings online.
The good news is you don't have to deceive or spam
people into getting them. The bad news is that too many
others have already taken that route, giving online
marketing a shady reputation. Unlike the offline world,
where everyone receives junk mail daily and simply tosses
it into the recycling bin, unwanted e-mail messages offend
people and trigger nasty replies. People are more
protective than ever of their e-mail addresses.
So, how do you build your
database of names and e-mail addresses? Here are seven tips
to consider:
- Be upfront: Put
an e-mail sign-up box prominently on your home page. Why
not just tell customers what you want? In return, offer
something of value, earn their trust, and build the
relationship. The offers could include free tips and
advice, news alerts, newsletters and/or new product
information. Be creative, but allow people to opt-out
of these e-mails anytime they want.
- Make your promotions and
special offers worth the click. Contests for
cash prizes or free trips will always attract lots of
sign-ups, whether the offers are made through banner or
e-mail newsletter ads. Make the offers worth the
trouble. Yet also know that the jury is still out on
the effectiveness of this strategy, because those
signing up are often not long-term customers. Still, an
incentive-based offer is a way to gather hundreds of
names and e-mail address, which are especially viable
if your site is frequented primarily by your target
customers. It's a way to gather names and build
business relationships.
- Put ads and links in
specialized e-mail newsletters. What
newsletters reach the audience your business wants to
reach? By targeting your ads and promotions in
specialized e-mail newsletters, you may get more
promising sign-ups. It builds credibility for you and
your business.
- Do your own free
newsletter too. So you hadn't thought of
this already? Regular e-mail newsletters provide an
incentive for people to stay in touch with you and your
business, if you provide worthwhile content. What tips,
advice, resources and other information can your
newsletter provide – beyond simply touting your
services? By following tips nos.1 and 3, you can build
traffic and acquire customer names. Even peaking at a
subscriber base of 500 may be worth your while in terms
of customer loyalty and industry visibility.
- Think geographically (and
think beyond ads). A common mistake among
many small businesses today is that they fail to
realize their best online customers are generally
nearby. To that end, what are the online publications
and web sites that serve your geographic area? What are
the e-mail newsletters that are geographic in nature?
Here is where playing up your physical location is most
helpful. Think local, not global. Know what
publications people locally read, where they hang out
online.
Besides placing ads in these publications, write
articles, submit letters to the editors, and send posts
to discussion lists – all including your business name
and web site address.
- Partner with other
complementary businesses in e-mail and ad campaigns.
Exchanging e-mail and online ads with other businesses
in your industry or geographic region is often an
effective way of targeting your customer acquisition
efforts. The trick is to find such businesses that
aren't your competitors.
Alas, you still may be tempted to buy or rent that cheap
list of names of people who haven't given their permission
to be e-mailed. Resist. Think about the junk that
comes into your inbox – and whether your business should be
regarded that way.
Click here for more information about e-mail
marketing services, or call:
(281) 829.0223 or information@allstarsb2b.com
Houston, Texas
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