KeithMoore.org

10:27 am - Thu, Jun 3, 2010

10 ways to convert clicks into customers using email - MiamiHerald.com

Can you really use e-mail to reel in paying customers? After all, people are inundated with e-mail messages these days — everything from spam to spyware can end up in our mailboxes daily. According to a 2009 study by the Radicati Group, a research firm based in Palo Alto, Calif., there are roughly 1.4 billion e-mail users worldwide. That’s just about one in every five people on Earth, according to the study.

So how can you, as a small-business owner, leverage the power of e-mail marketing to bring in business? That’s the question BizBytes 101 posed to three popular e-mail marketing companies — Constant Contact, iContact and VerticalResponse. They are responsible for sending millions of e-mail messages daily on behalf of their clients which include companies of all sizes.

• Build a permission-based list. “A clean, permission-based list is the foundation for successful e-mail marketing,” said Lisa Sparks, Constant Contact’s regional development director in South Florida.

“This means that every single subscriber on your list has asked to be there. If you’re emailing people who have not given you permission, you’re spamming them. That won’t do your campaign or your business any good at all. Your goal is to build strong relationships, not scare people away.

“Some things to keep in mind about permission — it is not transferable, nor is it infinite. It’s a good idea to clean your list a few times a year, weeding out subscribers who no longer open your emails, or whose addresses are no longer valid.

“A clean, permission-based list will deliver much better results than a purchased, outdated or overly broad list ever will.”

• Target your audience. “Know your e-mail subscribers, segment them, and deliver a personalized message for each of those segmented groups of subscribers based on what is more relevant for that particular audience,” said Keith Moore, chief marketing officer at iContact.

“One general e-mail message sent to everyone at once is far less effective than a targeted, personalized message sent to the right subset of your audience at the right time. It is key to use the right e-mail subject lines and making sure your e-mail looks great in each of the various e-mail clients [programs] that are available today if you want to get people to open and read your e-mails,” said Moore.

• Remember that e-mail marketing is really all about relationships. “When your customers sign up to receive your e-mail, they are choosing to enter into a relationship with your company because they like something about what you’re doing and want to hear more from you,” said Janine Popick, CEO of VerticalResponse.

“So, think of your e-mail messages as the link to that relationship. To build strong relationships with your subscribers, your recipe for success is to provide relevant information in a timely manner on a consistent basis.”

• Educate your audience. “Quality content and relevant information is more valuable to your subscribers than just basic product or service offerings even with discounts,” said Moore.

• Include a strong call to action. “A call to action will tell readers what you want them to do, why they should do it, and how to do it. First decide what you want them to do — make a reservation, fill out a survey, or visit your website or store,” Sparks said.

Then develop your call to action with the following tips in mind. “Make it visible and include it in several places in your e-mail; make it clear and concise by using simple words, short phrases, one to three sentences; and then make it compelling by injecting a sense of urgency with phrases like “act now” and “reserve your spot today.”

Sparks also recommends making your call to action rewarding. “Offer readers an incentive or reward for taking action such as receiving a free white paper or getting a free manicure when they buy a service that day.

• Keep your content relevant and interesting. This will engage your audience in the long term. “White papers and guides can be great for companies looking to promote their services to an industry,” said Popick. “Create a guide, or white paper, on a real world problem and how it’s solved by your solutions. Since you are an expert at what you do, put it on paper and tell your customers about it. Make your information short and sweet and give them only a taste in your emails since you’ll likely want to send them to your site for the rest of the information. Once they are on your website, they’re more likely to make a first purchase from you.”

• Be consistent. “Send out your e-mails on a regular basis and tell subscribers what e-mails to expect from you, what they will include, and when you will send them,” said Moore.

“At VerticalResponse we recommend mailing to your list at least twice a month to keep your business top of mind for your audience,” Popick said. “When your customer base is engaged, they open, click and purchase to a greater degree than a non-engaged audience, which is good news for your sales.”

• Create a stimulus package to attract customers. “We’ve spoken to our restaurant customers who say they are giving away half priced bottles of wine on slow days,” Popick said. “Now they are getting people in the door on what used to be their slowest nights and they’re staying longer. We’ve seen stimulus packages for tires, lingerie, jewelry, consultants, and maternity wear and more.”

• Track your e-mail efforts. “It is important to track the success of each e-mail campaign and use that data to continually improve your future open rates, click through rates, and the targeted actions you want your customers to take,” Moore said.

• Partner with other businesses. “Consider sending out an e-mail with a local business as a partnership, perhaps around a holiday-themed idea,” Popick said.

“For example you could partner with a florist to provide a discount on flowers on Mother’s Day, and use this as an incentive for your business. Could you partner with another business around the upcoming Fourth of July holiday and ask them for a special discount for your customers only?

It might be just the thing to get them over the hump of doing something with you or buying your product or service. And as a result of the discount or special offer your partner gives, you both win!”

E-mail marketing can be a strong promotional tool for your business. So what are you waiting for? Start engaging your existing customers and potential ones with e-mail today!

BY TASHA CUNNINGHAM
of Bizbytes101.com & the Miami Herald

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