| You might think it's a radical claim, but creating an | | | | people to join your mailing list. If you are offering |
| email marketing program for your business can | | | | valuable information (see above) this should be |
| be a bit like installing your own cash machine! | | | | enough. But you can add incentives such as a |
| Marketing by email, if done properly, can produce | | | | member's discount scheme on a shopping web |
| instant results, generate sales within minutes, and | | | | site or money-off coupons. You can also run |
| over time builds customer loyalty, brand | | | | competitions. |
| awareness and increased web site traffic. | | | | Step 2. Install a newsletter sign-up system on |
| Despite all the the Internet developments in the | | | | your web site. Make sure it is in a prominent |
| past decade, email still remains the single most | | | | position, and most importantly, make sure that |
| important "killer app" online. Almost everybody | | | | the benefit to the user of signing up is clearly |
| reads their email (even when they may not look | | | | displayed. Make sure that the system is |
| at web sites that often), and you can reach | | | | automatic, clear, sends a confirmation email to the |
| almost every decision maker in your target | | | | customer, and comes with clear instructions on |
| market within minutes, whenever you like. | | | | how to unsubscribe. And make sure it is very |
| It's cheap, too. If you've ever done a traditional | | | | easy to unsubscribe - people get nervous when |
| direct mail campaign, you'll know that the cost can | | | | signing up for newsletters - they all hate spam - |
| be between £1 and £5 per recipient. | | | | so if you make your unsubscribe system easy |
| Yet email can cost just a few pence per | | | | and clear, they'll feel more in control and be more |
| prospect. Plus, an email campaign can be | | | | likely to subscribe (and ironically, much less likely |
| completed in a few hours, while with traditional | | | | to unsubscribe!) |
| Direct Mail it can be months before you can see | | | | Step 3. Make sure you promote your newsletter |
| results. With email, early responses can be | | | | on all stationery and communications with potential |
| measured in seconds, and within 3 days you'll | | | | and current customers. If selling or communicating |
| have 80% of your orders in and processed! And | | | | on the phone, always ask if they would like to |
| it's measurable. With the resulting | | | | sign-up for the newsletter, again clearly selling the |
| automatically-generated statistics you can work | | | | benefit. Also ensure that a link and sales message |
| out who read your email and who responded. | | | | for your newsletter is included at the bottom of |
| Live. Try that with traditional mail! | | | | all emails you send out. Create a web page |
| So What's The Catch?There are two, actually, but | | | | especially for your newsletter sign-up form (as |
| both are easily overcome. First, you can't send | | | | well as the prominent box on the front page). |
| out promotional emails randomly to people who've | | | | Promote this page on search engines. |
| never heard of you (that's called spamming!). | | | | Step 4. Consider partnerships with other |
| Second, your campaign MUST be carefully | | | | newsletter publishers that complement your |
| planned, created and executed. You can't just | | | | business. For example, a firm of solicitors could |
| blast out any old "Buy this now" message and | | | | approach a firm of accountants and each could |
| expect results. It must be carefully targeted, | | | | promote the other's newsletters to each other's |
| contain a truly great offer for the target | | | | lists. If your partner's list is significantly larger than |
| audience, be relevant and interesting and of some | | | | yours, you may be forced to pay, but it's worth |
| value to the recipient, and the copy must be | | | | it where there is a good fit. |
| compelling. And just like any other marketing | | | | Step 5. If you are offering free, valuable |
| communications activity, it will only be truly | | | | information in your newsletter, offer articles |
| successful if it forms part of your overall | | | | based on your newsletter with sign-up links for |
| advertising and communications strategy, and is | | | | more free-of-charge to web sites your audience |
| not just a one-off blast to raise some cash. | | | | frequently visit. For example, if you offer small |
| Where to StartThe golden rule for email success | | | | business services (eg, Accountant, Solicitor etc), |
| is to send out regular information that is of value | | | | offer free advice articles and columns to small |
| to your audience. So your starting point must | | | | business editorial web sites and portals. This also |
| always be to think of what your potential market | | | | applies to printed trade media and can be |
| wants to receive from you. If you're lucky | | | | integrated into your current PR campaigns. |
| enough to have a thriving demand for what you | | | | Step 6. If you're desperate, in a hurry, and have |
| sell, then sending out new product announcements | | | | a decent promotional budget, you can buy |
| may be OK, but generally, you will need to be | | | | advertising space on other people's |
| more creative that this. | | | | well-established newsletters. You can also rent or |
| Some good examples are: | | | | buy email lists from established sources but be |
| - For a Lawyer's or Accountant's web site - a | | | | very careful to buy lists that have requested |
| regular newsletter to clients updating them of the | | | | your type of material from the list provider. |
| latest law, rules & regulation changes. | | | | Never, ever buy cheap email lists you see |
| - For a hobby web site - new product | | | | advertised across the internet (eg: "1 million emails |
| announcements, tips and advice | | | | for your business for $9.99!). You'll get your 1 |
| - Clothing web site - fashion features and tips | | | | million emails alright, but they'll be harvested spam |
| - Software web site - Information on updates | | | | lists. |
| upgrades. Case studies and "how-to" guides | | | | Finally, be persistent, consistent, and offer good |
| Bad Examples: | | | | quality information that your audience is pleased |
| - Isolated special offer announcements | | | | to get. In the early days it will be hard to |
| - Uninvited invitations to join mailing list | | | | motivate yourself to write something every |
| (spamming) | | | | week/month to your first 10 signups, but if you |
| - "Visit our new web site" announcements | | | | offer good value your list will grow quickly. And |
| How To Get Email AddressesThis is the catch | | | | remember the viral effect of emails. If the |
| that most companies have difficulty with. But with | | | | information, offer or entertainment value is good, |
| patience and a little hard work, you can build a | | | | emails are passed on or forwarded to lots of |
| good opt-in mailing list that will grow in value over | | | | other people who will sign up or at least visit your |
| time. | | | | web site! |
| Step 1. Make sure there is a real incentive for | | | | |