In these challenging times, it’s more important than ever to stay in front of your customers. Pick up the phone, send a greeting, or consider e-mail. One of e-mail’s competitive advantages is its ability to help you optimize your most valuable asset - loyal customers - especially in a down economy.
According to a study by Forrester Research, 97% of consumers and 94% of marketers are using e-mail. However, don’t get caught up in the excitement and start haphazardly zipping off messages just because your customers gave you their address. Consider these 7 guidelines before you send out an e-mail and you’re bound to achieve success.
1) Get permission.
Ask people to “opt-in” to your e-mail list. Collect their names online by offering a free report or newsletter. Industry statistics show that consumers who have opted in, buy 5-7 times more frequently than those who visit your site anonymously.
2) Don’t overdo it.
Even when people have opted-in to your list, it doesn’t mean you should overwhelm them with constant messages. My criteria? Send customers a message only when you have something of value to share with them.
3) Give careful thought to your content.
a. Choose your words wisely. Before clicking “send,” ask yourself, “Is the reader going to find this valuable?” and “Would I be happy receiving this message?”
b. Start with a compelling or personal subject line. Like an OE teaser, your subject line should be meaningful or the message won’t be read. Make sure it doesn’t sound like spam.
c. Talk to your customers in a friendly, conversational tone. Remind recipients that they’re getting this message because they gave you permission.
d. Personalize your message. When possible, insert the customer’s first name in the greeting. A personalized message saying “Dear Mary” works better than “Dear Friend.”
4) Get to the point.
• Keep it simple.
• Make it easy for readers to determine what you’re offering them.
• Give them benefits
• Don’t forget a CALL TO ACTION. Tell them what you want them to do (i.e. reply with a “yes,” link to your Web site, sign up for an event).
5) Choose your time wisely.
Ask your customers what works best for them. Middle of the day is a good time (because people often have a lot of messages first thing in the morning). Some professionals say “try Wednesdays around 12:30."
6) Respond promptly to inquiries and questions.
Do so within 24 hours. Don’t ignore responses from customers. Call them if it’s appropriate.
7) If customers ask to be removed from your list, remove them.
Don’t e-mail people who don’t want to hear from you. Honor their requests promptly. According to the CAN-SPAM Act of 2003, you must honor opt-out requests within 10 days of receipt. I say, “do it sooner.”
Times may be challenging, but we’ve faced challenges in the past. Consider these 7 e-mail strategies and you may find they’re very successful in not only getting your name out there, but keeping your name in front of those people who count the most - loyal customers and qualified prospects.
[NOTE: This is an excerpt from How-To Report #300F “Taking Advantage of E-mail: Eight Guidelines for Using The Latest Marketing Weapon Wisely.” Order the full report at www.writedirection.com/how-to.htm]
Hope you find this helpful when marketing in turbulent times.
Debra A. Jason, RA, ABR
When paradise is calling you, call me!
(808) 826 1846 cell: (808) 635 8031
Vision Realty All Islands Kauai - located on the highway in Hanalei, Kapaa, and Lihue
www.kauai-hawaii-realestate.com
Kauai Realtor-Associate Debra A. Jason is past president of the Rocky Mountain Direct Marketing Association (RMDMA) and a recipient of their “Creative Person of the Year” award, She is also a seasoned copywriter with 20+ years of experience in the field of direct marketing. Based in Kauai, HI, her business, The Write Direction, specializes in writing Web & direct marketing communications. She has been quoted in books and articles, authored numerous articles & spoken on the subject of writing and Web marketing.
You may reach her marketing business by phone at (808) 826-1846, e-mail: debra@writedirection.com, or visit her online at http://www.writedirection.com.
©Copyright 2008 Debra A. Jason dba The Write Direction. All rights reserved. No portion of this paper may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, recording or using any information storage/retrieval system now known or to be invented, without written permission from the author.
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Debra,
There are a lot of good common sense suggestions in your post.