| If only I new then what I know now, I would | | | | you make it easier for the reader and increase |
| have a lot more money in my pockets. Don't | | | | website traffic at the same time. On the landing |
| make the same mistakes I did. Over the years I | | | | page with the article create some links to other |
| listened to ad reps with their stats of listenership, | | | | areas on your website you want to lead the |
| readership and the exposure I could expect from | | | | reader to. |
| an ad campaign with their company. They were | | | | - Offer Email only deals. This makes them easy |
| good sales people and I bought in. We created | | | | to track and makes the people on the list feel |
| ads that got attention and favourable comments | | | | exclusive. People like to feel special so if you can |
| but in the end didn't generate the amount of | | | | create a good offer that only they get you will |
| traffic that was needed to pay for it. | | | | get some of them buying. |
| When I analyze what was working for us the | | | | - For every article on your business, post |
| best over the last 10 years it was glaringly | | | | two-three that are informative or entertaining. |
| obvious. Our website and email newsletter which | | | | This ratio will keep it from just being a sales piece |
| cost about a buck fifty a day when figuring in | | | | which you want to avoid. |
| internet access, happened to be our biggest | | | | - Write an ongoing series - If the first installment |
| marketing success. Media like newspapers, radio | | | | grabs their attention they will want to follow it |
| and television are fine for big companies but if | | | | through and look forward to your next issue. |
| you are a small to medium size business then you | | | | Make sure to number them from the beginning |
| need to create an effective web-based marketing | | | | and make mention in the opening copy that it is |
| plan. Nothing else has the same return for dollars | | | | an ongoing series. |
| spent. | | | | - Make your newsletter personal. Write like your |
| My email newsletters generate dozens of inquiries | | | | speaking to people because you are. Avoid the |
| and hundreds of website hits per issue. The bigger | | | | usual impersonal business writing style. If your |
| you build your mailing list the bigger response you | | | | competition are talking at people, you should talk |
| can expect. | | | | to them. Ask for input or feedback. |
| Building your email list | | | | - A few times a year have a creative contest. |
| This is where it all begins. Your email list isn't going | | | | Figure out a prize that is relevant to your |
| to become huge overnight. Over time it will build, | | | | business and has a high perceived value to your |
| but this is a long term strategy. Stick with it and | | | | subscribers. Here are a few ideas: trivia contest, |
| make sure everyone on your staff is on board. | | | | coming up with a slogan or catch phrase for |
| - Contact your existing customers and ask for an | | | | somethng, suggest improvements to your |
| email address to update your files. Get their OK | | | | services and the one adopted wins, if you an |
| to add them to your email list. | | | | environmental company you can have them tell |
| - Start asking your new customers for their email | | | | what they are doing to help conserve and the |
| address and if it is OK to add them to your email | | | | most creative answer wins. These are just a few |
| list. | | | | ideas. Half an hour of brain storming will come up |
| - Put an opt-in email sign-up on your website. | | | | with many more. |
| - Have a contest online and in the real world | | | | - Occasionally put up limited time offers. People |
| where people enter there email to enter. Ask | | | | aren't rushing to their computer to check your |
| them to see if it's okay to add them to your | | | | newsletter but if you put up exclusive limit time |
| email list. | | | | or number of customer offers you will find it gets |
| - If your market is broad enough you can buy | | | | people activated. |
| email lists from brokers. Google it and see if it | | | | Benefits of Email Marketing |
| would be applicable for your situation. | | | | Low Cost so you can afford to do it often. |
| Creating your Email Newsletter | | | | Repetition builds comfort as long as the |
| Content is king. Don't make it just about product | | | | information you supply is good. Multi-part articles |
| for sale. Things that really work are how-to | | | | allow you to explain complex offerings or more |
| articles, reviews, personal blogs, tips, upcoming | | | | indepth benefits that typical advertising media |
| events, interesting related products and websites, | | | | doesn't due to space or time restrictions. |
| client testimonials etc. I own a bike shop so our | | | | You can connect with readers on a personal level. |
| newsletter will have fitness and nutrition tips, new | | | | I use personal blogs of my own fitness training |
| places to ride, product reviews, upcoming group | | | | (which is applicable as I own a bike shop). Talk |
| rides, motivational stories and race results. Your | | | | about life on the job, designing a product, the |
| industry might not be as fun oriented but | | | | process of a project. Ease of readers contacting |
| remember your clients are still people. It takes | | | | you. Just hit reply. Just make sure you respond |
| some creativity but find a way to make your | | | | promptly and thoroughly to show you take their |
| product about the benefits of using it and how | | | | inquiries seriously. |
| your company offers something unique. If you | | | | An easy way to increase web traffic with |
| install heating and cooling you can put up | | | | backlinks to your website. Make sure you have a |
| maintainence schedules, energy saving tips, new | | | | link to your site at the beginning and end of the |
| technologies, success stories of people using your | | | | newsletter and link to specific articles if |
| product, weird repair stories (finding bats or | | | | approapriate. |
| squirrels) etc. | | | | Email marketing takes a little work but will yield |
| Follow these tips to make your newsletter more | | | | much more than it costs in both time and money. |
| effective. | | | | If you stick with it before long you will have a big |
| - Split up long articles with a link back to your | | | | mailing list and the ability to reach people with |
| website to read the rest. Long copy is hard to | | | | strong messages frequently. And don't forget to |
| read in an email due to lack of white space so | | | | put your personality into it. |