Email Marketing

Turning browsers into buyers: Permission-based methods to build your brand, increase loyalty … and generate sales.

A white paper by Jeff Stanislow, Founder, President and Chief Executive Officer of Motor City Interactive, Brighton, Michigan.

For more information, please contact Jeff Stanislow at jeff@motorcityinteractive.com.

You’ve posted your web site and publicized it in your company’s marketing communications. Perhaps you’re also driving traffic to it with banner ads and pay-per-click campaigns. Maybe you’ve even employed SEO (search engine optimization) to help your site achieve a top-of-the-list ranking on Google or Yahoo.

Whether in a trickle or a flood, visitors are now checking out your web site.
Don’t let them remain anonymous!

Through the practices described here, you can capture their names and email addresses. With this data, you can then use email marketing to build your brand, increase customer loyalty and generate new sales.

What’s more, you can use email marketing quickly and cost efficiently – especially when compared to traditional, through-the-mail direct marketing alternatives!

A word of definition: Email marketing is not “spam” or “junk” or unsolicited communications. Responsibly executed by Fortune 500 businesses and countless other internet-savvy companies of all sizes, email marketing messages are delivered only to those who have volunteered – or “opted-in” –for ongoing communications.

What’s more, in every care the sender is clearly identified. And, with each email, there is an unsubscribe link, allowing the recipient to opt-out of the communication process at any time.

By following these practices, you not only differentiate your effort from others who abuse email marketing’s capabilities, you also distinguish your communications as legitimate and worthwhile.

Let this white paper be your guide in planning, executing and evaluating a successful email marketing campaign.

Capturing Names And E-Mail Addresses.

Building – Or Buying – A List Of Names.

To send emails, you are going to need a list of names and email addresses. Of course, the longer the list, the better your prospects for success!

The best source for these names is your web site. On it, you can place “data capture points” or “calls to register” that will allow visitors to opt in for future communications.

Some tips in creating and placing these data capture points:

• Don’t by shy. Place your capture points throughout your web site. Not everyone lingers on any one page, and if your site is search engine optimized, many may bypass the home page altogether!
• Keep it simple. In exchange for their input, offer visitors something of value and state is clearly: “Sign up here for our free and informative monthly e-newsletter!” or ”Register now for future sale notifications!” or “Enter our online sweepstakes for a chance to win …”
• Don’t get greedy. The more information you ask visitors to share, the less inclined they are to participate.
• Respect their privacy. Let your visitors know that you won’t be sharing their names and email addresses with anyone else.

Opt-In, Confirmed Opt-In, Or Double Opt-In?

When soliciting visitor input, you’ll have three ways to get their permission for future communications. Of course, there’s a trade-off: The more stringent the qualifying process (e.g., double opt-in), the more truly interested will be the enrollees – but the shorter your list.

Here are your choices:

With a single opt-in process, web site visitors provide their names and email addresses. You simply follow up at a later date with your message.

With confirmed opt-in, visitors share their names and email addresses. You then send a confirming email before sending them your communications later.

With a double opt-in procedure, visitors give you their names and email addresses. You then ask them to confirm their interest via email. When they’ve opted in twice, you are then free to follow up at a later date with your emails.

Buying A List: A Legitimate “Short-Cut?”

Whatever your selected opt-in process, building your own list can take time. The alternative is to buy or rent a list of those people who have opted-in for offers in your company’s sales or service category.

The advantages? Speed in acquiring the names, and volume; by leasing a list, you can get a list of names in a hurry.

The disadvantages? Lack of selectivity, and cost. Purchase or rent a list and you will be reaching people who are not as receptive to your message as those who have opted in at your web site. You will, of course, also pay a list broker for their services.

List Segmentation.

Smart email marketers also use of list segmentation to increase responses. For example, you could separate prospects from customers and send them different messages. Depending on your database, it may also be possible to segment your list by age, sex, geographic location and other demographics to better appeal to each target audience.

Creating Your Email Messages.

With your list in hand, you’re well on your way. Now it’s time to create your messages. Here are some tips on crafting your appeal:

Personalize Your Message.

With the data you have at your disposal, it’s easy to personalize your email messages: “Jane Jones, You asked for news on our next sale. Beginning this Saturday, you can save up to 20% …”

Optimize Your Content.

Use a good mix of text and graphics. Also, given the varying formatting tendencies of different email software, use one column of content, if possible, and two columns at the maximum.

To be continued next week… Stay Tuned!

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