E-mail Marketing Strategies

By CRAIG KUNCE

E-mail marketing is another form of advertising and promotion. Many companies and organizations use it to connect directly with their customers. It is a more personal for of advertising, because they have given you their personal (or work) e-mail address and their permission to email them directly.

"There is no customer like an interested customer," hold true of e-mail list subscribers. They have shown enough interest in your company to opt-in and subscribe, so it may not take much to get them to buy your products or services.

Make sure you are e-mailing to a opted-in subscriber—it's the law, and it's good business ethics.

 

Finding People

Where do I find people to join my e-mail marketing distribution list? Here are several strategies that you could use to build your list of email subscribers:

  • Subscribe Link
    Add a subscribe link/box to your web site. Mine is under my picture in the upper right of this page.
  • E-mail list in your store
    "There is no better customer than a current customer." This is a very direct way to get your current, and most valued, customers to subscribe. Some stores offer a discount on that day's purchases if they get your email.
  • Trade show booths, industry events and fairs
    These are another great place to gather subscribers. Do something as simple as set out a sign-up sheet. Tell booth visitors that you will only use their email for your company's products and offers. And stick to that promise!
  • Social Media sites
    Offer a link on your social media page to your subscriber page/form and a coupon or discount if people sign up to receive your e-mail notices.

 

What should I put in my e-mails?

So, once you have an honestly built e-mail list, full of interested customers, you should start thinking about what you're going to communicate to them.

Here are several ideas to get you and your business started:

  • Coupons, deals and specials
    To your "loyal" customers. As I mentioned earlier, your most valued customer should be someone who has bought from your before. They have already expressed enough interest to buy, so reward them and give them a reason to buy from you again. They may use their coupon to buy the same product and give it away as a gift.
  • New product announcements
  • New store locations
  • Special Events you may be attending
  • Charitable, or seasonal events you may sponsor or donate to
    (5 days of giving, helping fill the local food shelf, etc.)