Guide to Marketing by Email

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.).