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Jennifer Mattern

Guide to Marketing by Email

Get wired for more sales with email marketing tactics

By Jennifer Mattern, Freelance Writer / Editor / PR Firm Owner, J.H. Mattern Communications

Whether you run a brick-and-mortar business or an online concern, email marketing can increase sales, build your brand and strengthen customer relationships. That's a lot of benefit from a marketing tactic that's relatively inexpensive, instantly available and quick to administer. Most email marketing falls into one of four types:
  1. Retention email for building customer relationships.
  2. Direct email for sending special offers.
  3. Advertising placed in others' email marketing efforts.
  4. Everyday emails sent to customers.

Action Steps
The best contacts and resources to help you get it done


Send e-newsletters for retention

Sending your customers a daily, weekly or monthly e-newsletter filled with interesting and informative tidbits gives you the opportunity to keep your message in front of a highly targeted group on a continual basis. It's best to build your own email list and make it "opt-in", that is, the recipients choose to subscribe. Simply place a subscription form on your Web site or ask customers for their email addresses when they make a purchase.
I recommend: A professional email marketing service, such as Constant Contact, can simplify the endeavor with templates, delivery statistics, subscription management (including unsubscribe requests), even tips on writing must-read copy.

Direct your efforts to direct email

Email messages with coupons, contest announcements and special discounts benefit your marketing efforts in many ways. They can increase sales, build your brand, enhance your relationship with existing customers and encourage new customers to try your products and services.
I recommend: To avoid being labeled as spam, solicit help from an online service to distribute mass emails rather than using your own servers or your hosting company's servers. Online services, such as mUrgent's E-Coupon Club, can make coupon and similar mailings easier with custom designs, templates and unlimited email volume.

Purchase email advertising

Shore up your email marketing efforts by piggybacking on the success of other email marketers. For instance, try purchasing ads in popular e-newsletters that reach your target market. That way, you can get your message out to your market without the hassle of creating and managing your own e-newsletter.
I recommend: Check the Yahoo! Trade Publication Directory for publications serving your niche audience; they're likely to have well developed email lists for their newsletters.Evaluate their subscriber base in relation to their advertising costs to get the best ROI (return on investment) possible.

Turn everyday email into a marketing tool

Make ordinary customer communications, such as invoices and responses to inquiries, stand out with exceptional design that builds your brand. Add marketing messages to every branded email you send, including information about things like upcoming sales events, new products or extended store hours. And always include a link to your Web site.
I recommend: Send everyday email using branded letterhead and custom business card signatures from StationeryCentral.com to emphasize your marketing efforts. IndustryMailout.com helps you create email layout designs that appear correctly in all the different email clients (AOL, Yahoo!, Entourage, etc.).

Tips & Tactics
Helpful advice for making the most of this Guide

  • Only use permission-based, opt-in, email marketing lists.
  • Be careful not to violate any anti-spam laws.
  • Experiment with link placements, whether in your own campaigns or when buying ad links, to discover your best click-through rates.
  • Always try to offer both html and plain-text email marketing options.
  • Personalize email marketing messages to each recipient.
  • Always give the recipient the option to unsubscribe from future mailings, and put the unsubscribe link or button in an easy to see place.

The official source of Marketing by Email is the Email Marketing page at Business.com

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Recommended Solution Providers

MailWorkz: Email Marketing Solutions
MailWorkZ provides email marketing solutions to small to medium-sized businesses and non-profit associations, allowing you to create personalized email newsletters and online marketing campaigns.

Benchmark Email: Email Marketing Services
Offers an integrated email marketing solutions, including list management, email campaign publishing, and reporting tools.

L-Soft: Email List Management and Hosting
L-Soft provides email list management software, email marketing software and email list hosting services, including email newsletters an opt-in email marketing campaigns.

Sparklist: Email Marketing Software & List Hosting
Sparklist provides hosted email marketing software designed to provide a simple interface, powerful reporting, and reliable performance.

Blizzard Internet Marketing: Email Marketing Solutions
This company provides complete direct email marketing services and bulk email advertising to small businesses, with a particular focus on the travel and hospitality industry.

Best Sites to Learn More

iMedia Connection: Email
News and information resource for the interactive media and marketing industries.

BuyerZnne: Email Marketing Software
Offers comparison shopping information on email software applications, as well as links to related products and services.

PowerHomeBiz.com
Making Small Business Do Big Business

About.com: Email Marketing
Find the right tools and the right tips for your email marketing efforts here.

Best Blogs and Forums

Small Business Ideas Forum
A community of over 3,000 small business folks from around the world who support and encourage each other as we grow our businesses.

Chris Baggott's Email Marketing Best Practices
A blog guide using personalized, inexpensive, interactive or and easy to execute email marketing.

Email Marketing Blog
Email marketing advice, news and best practices.

Eugenio La Mesa's Blog on Email Marketing
Email marketing best practices, tips, and strategies from the CEO of Salesware email marketing software.



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