E-mail marketing has become one of the mainstays of traditional and “new media” marketing. It by no means has replaced traditional marketing, although many companies are now transferring all or a part of their direct mail marketing budgets to e-mail marketing. The fact is, you don’t have to abandon the traditional marketing methods to gain a foothold in e-mail marketing. You can start right now with your own computer and the resources at your fingertips.
If you haven’t started collecting e-mail addresses from your customers, you need to start doing that now. Start by making them an offer. Something that won’t require a lot of time and expense on your part, but that your customer will value. For instance, if you are an auto mechanic you might offer a free auto check in exchange for your customer’s e-mail address. Promise to check the oil and tires, exhaust system, electrical system, and wash the windows just for signing up to receive your periodic e-mail offers. There’s no commitment for either party and you both get something valuable in return.
Caroline Melberg
Small Business Mavericks
This is a very interesting stuff.
Really enjoyed reading the tips. Keep up the good work.
Caroline,
This very-crucial part of marketing is difficult for many to start, but I compare creating a first newsletter with buying your first piece of real estate.
After you publish (buy) the first one, you create a comfort level so that you can continue publishing (buying) more.
Each one becomes easier, and soon you find yourself developing new versions for different clients or industries.
It’s certainly worth our time, as the return is immeasurable.
Shirley
Thanks Shirley. You’re right. It gets easier with time. But one mistake small business owners make is trying to go too fast. You don’t have to start a newsletter right away. E-mail marketing also entails sending out electronic brochures, post cards, reminders, and offers with “less commitment” on your part. One-time shot deals at least gets your name in the front of your customers’ minds and will drive them back to your business.