Creating Imaginative and Effective Email Newsletters
In 10th grade I went to a computer matching dance where I filled out a form of likes, dislikes and hobbies. I was given a name tag with my assigned number on it. I got a little card with the numbers on it of members of the opposite sex who would be a good match according to the computer. I had fun. Don't know if it actually worked but I was a good prospect. I was single, eager to date, and liked to dance.
Last week I got an advertisement for a computer dating service, even though I've been married for 12 years. That company doesn't know whom they are marketing to.
It's the result of a shotgun approach to marketing. These marketers are saying, "If I just send this out to enough people, someone is bound to respond to it."
Let's talk about using the Internet to get qualified lead--someone who could use a product or service like. Email marketing can help you do that.
Database
Getting names to market to. I'm working with a client to create catalog of goods that she sells. Once the catalog is finished we will email it to the people she's been collecting names. She has three pages of email addresses of people who want to receive this catalog.
You can also collect names at your web site.
If you don't have a database of visitors to your site, start
collecting names today by offering them something of value.
By putting a clear sign up form on your site, you can begin
the process of regular communication with potential clients
and customers.
As you are talking with clients and don't have their email
address, get it from them. That way you can tell them about
specials or new product offerings.
If you already have a database but don't have email addresses, you can use postcards or phone calling to start obtaining those addresses. It might be a bit of an expense but this is very valuable information.
If you already have a larger database of 50,000 or more mailing addresses, there is a company that can match up the names in your database with a list of 30 million people who have given their permission to be contacted. This company will contact these people and asked them if they would like you to contact them regarding your products or services. All you pay for is the email addresses of the people who have given permission for you to contact them. Approximately 10-30 percent of the people in a normal database will choose to be contacted.
Another way to build a database is to rent or buy a list of qualified leads who have given permission to be contacted. The company I mentioned before has more than 1,700 opt-in lists so you can specify the type of person to whom you would like to send information. This is a good way to jumpstart creating a large database of email contacts.
Content
You could have sign up for such things as:
· What's going on in your industry.
· Specials and sales your company might be offering
· Contests
· Events
· Perspective on news events
· Essays on topics that would interest your visitors
Frequency
You can decide how often you want to communicate with visitors. It can be daily, weekly, monthly or periodically when you have something new to offer. It's your decision, and this is what you communicate in the sign up.
Format
There are three formats in which to send emails--HTML (looks like a Web page), text or AOL. It's very important to get this information when you have people sign up so you can get them the format that will be most effective.
Sending an email in HTML is quickly becoming more common as senders understand how to better use this resource. This type of email often receives higher results and is more trackable. These types of emails, however, can't be read clearly by people who are on AOL or those who read their email in text.
Testing
One thing that makes email marketing so effective is that you can test your email with small groups several times before sending out an email to a large list. It will help you determine the best way to communicate with your list and then reap the results with a highly effective email marketing campaign. You can do this with each email you send out.
Summary
Email marketing involves developing a database of people to whom you can market to on a regular basis. By having visitors to your Web site sign up for a newsletter or announcements, you can market to them effectively and inexpensively.
What Green Chair Internet Consulting Offers
Planning
We can help you plan out your email marketing strategy so that it will be most effective. We can help you determine the content, frequency of sending, and your offerings.
Writing
I can work with you to come up with concise, well-written content for your email. I have professional editors who will check the content of the email for typos, misspellings and clarity.
Design
We can help design the HTML email that looks nice and will move your audience to action.
Database
We have resources to help clean up your database. We will remove duplicates, update addresses, and format it in a way that is most usable. We can also work with an outsourcing company to find opt-in lists that would be pertinent to your industry.