e-ditorials - Issue #8: Keeping It Fresh

"Use Email to increase brand awareness and remind your clients you're there for them”

If you already have a computer and internet connectivity, email is a cost-effective and immediate way to grow your business and keep your company name fresh in people's minds. This article lists some basic rules of web courtesy and proven marketing strategies you can follow to:

• drive traffic to your web site (and increase sales)
• establish or improve corporate/product branding
• increase store traffic or drive people to your events

1. Plan Your Email Campaign

Email can be used to provide benefits to your current or prospective clients, such as

• an informational e-newsletter
• notification of events and promotions
• coupons
• new product announcements
• customer support announcements

Define your primary objective. Choose one message, and say it clearly and succinctly.

One of the most effective uses of email marketing is to build company/brand awareness. In a recent study, it was discovered that the click-through rate (from an email to a web site) was higher when the goal was brand awareness rather than sales. (IMT Strategies, September 2001) Keep this in mind when you plan the content to be used in your campaign. For example, providing a regular e-mail newsletter can reinforce branding and build customer loyalty, while giving the reader something of value. This win-win situation between you and your client is the optimal way to conduct an email campaign.

2. Create an Email List

As your company grows, one of its greatest assets is an accurate list of contacts. As an option to renting or purchasing a mailing list, you can create your own high-quality e-mail list through your existing contact database and your web site using a technique called "permission marketing". Permission marketing is when you ask people if you can send them information and they allow you to do so.

Your Existing Contact Database. If you already have an in-house list of clients with email addresses, send out a one-time message asking your prospects if they are interested in your new email services, and tell them specifically what they are, when they will receive it, and how you will respect their privacy.

Your Web Site. If you have a web site, you can start collecting email addresses from site visitors. Make sure you clearly explain how their information will be used with a privacy statement. Compared to cold calling, "warm calling" is a much better use of your time and resources.

By using these techniques, your list is specific to your business and you will have a better chance of attaining higher quality sales leads and gaining loyal relationships with your customers.

3. Create a relationship of Trust, Loyalty and Security

Let users know that you respect their privacy and their email box.

• Use permission based marketing. Always include clear instructions as to how they can subscribe and unsubscribe. This will help you build your list quickly and retain customer comfort.
• Provide a clear, easily understood privacy statement on your web site and in all email that you send to lists. Explain how your company will use the address. An effective method is to provide a link to the privacy policy right next to the box where users type in their email address.
• Offer an e-news list which provides customers and potential customers with valuable information about new products or services and discounts.
• Avoid the "sales pitch" and treat your clients how you would like to be treated.
• Explain how often you will send the user email. Minimize the amount of email you send to them.
• If you offer an e-newsletter, link to a sample so that people can determine it's relevance to them before signing up.

4. Track Your Email Campaign

The most often overlooked part of an email campaign is tracking its effectiveness. Here are some basic techniques that will help you track the effectiveness of your efforts:

• Web Site Tracking. Use hyperlinks to your web site in your marketing emails. If done properly, this allows for easy tracking of your email marketing campaign. Make sure you either know how to do this or hire someone who knows.
• Customer Phone or Email Contact. Don't forget to ask every client who calls or walks in your place of business how they heard about you, and mark that in their file.
• Order Contact. When a customer places an online order, ask them how they heard about your company or what inspired them to order from you. This should be one question in a form with a pull down option.

5. Listen, Refine, Repeat

Once your email campaign is showing positive results, it is still very important to encourage feedback from your clients, and to make refinements based upon your tracking statistics. Always keep notes on what you learn and continue to provide a benefit in the email correspondence you generate. Keep your information fresh, always build and update your contact database, answer your clients needs, and you'll have a winning campaign.

— ©2002, Set Now Solutions, LLC. All rights reserved.