Email Marketing: Get People On Your List

Several years ago when the 'new message' icon used to pop up on your computer screen, it meant you had received a note from an old friend, family member or coworker. Today, more of that form of 'simple' communication is moving to Facebook, Twitter or texting.

As a business owner looking to create stronger relationships with clients and customers, do not forget the power of email marketing.

A new study released by ExactTarget found 58 percent of U.S. online consumers begin their day interacting with companies on email, compared to 20 percent who start their day on search engines and 11 percent on Facebook.

And with the increased number of mobile devices that can send and receive email messages, there is really no boundary to the time and location where you can remind your customers about the benefits of your business. A blog from MediaPost Publications said it best; your customers are your marketers in today's world.

What is email marketing?

In it's simplest form, email marketing is email data-base management. Several companies offer on-line email marketing solutions including the creation and distribution of your own newsletter or eBlast to subscribers. While some people get hung up on giving out personal information such as an email address for fear of being spammed, rest assured that the reputable email marketing companies have a fail-safe method to prevent this type of invasion of privacy. Email marketing is always a permission based subscription service. Once your customer does not want to receive information from you, they have the option to 'unsubscribe' from your list. Most reputable companies offer a simple one-click remedy for this while others make the user jump through several hoops just to be removed from a list. More hoops to jump through - the more upset your clients will be.

How to get started with email marketing

Start with the list of clients and customer who are 'regular' fans of your business. From there, add the names of first time visitors and people you have met at industry events. Encourage people who visit your website and subscribe to your social media site to join your email list. Even a simple piece of paper at a cash register to collect the name and email address of each customer is a great way to add names to your list. The more people on your list, the more valuable your marketing.

What do I send to my subscribers?

A weekly or bi-weekly Newsletter is a great way to stay in touch and remind your customers of special offers, upcoming promotions or special events they are interested in. Your newsletters can also include a video (linked from YouTube) showing a presentation you made at City Hall or a short clip demonstrating a new product or service. The key is to give your subscribers material that will be of interest or a benefit to them. Offer them something (information) first before it is available on any other source.

What else can I do with Email marketing?

Are you interested in sending out a regular email newsletter to your subscribers? Great. There are many companies that can help you.

Are you interested in combining your email marketing with event planning that will track respondents and collect money all online?

Are you interested in combining your email marketing with online surveys that you can send to collect valuable information about a product or service you are offering - without having to use another external source?

If you answered YES to one or any of those last questions, I recommend Constant Contact.

Yes, I am a very satisfied Constant Contact user.

-Darren

More FREE marketing and media tips, join my email list. No spam!

Create Your Own Parade

Several years ago while I was still working in radio, a manager told me "Pick a parade and lead it". Sadly, because of cutbacks, lack of time or fear of failure, many traditional media outlets adhere to that motto. They (traditional media) do not have the time or resources to champion every new cause that is presented to them.
Newspaper outlets have fewer writers and reports available to research new story leads. Television is reducing staff and replacing more local programs with national news programs. And with automation, Radio stations can be staffed with fewer bodies allowing for more 'piped in' or voice-tracked programming.

So how can you create your own parade for the media to notice?

Remember the movie "Field Of Dreams"? Remember that famous line; 'if you build it they will come'?

If you build a big enough 'buzz', traditional media will take notice. Just ask Greyson Chance. Greyson is the 12 year old who posted a video of him performing the Lady GaGa song "Paparazzi" at a school festival. The video has been viewed more than 26 million times and caught the attention of many media personalities including Ellen Degeneres.

As I mentioned before, traditional media does not have the time to interview or talk to everyone who is seeking their attention. Not to worry. You can do this yourself.

Words on paper or on a computer screen are great - but Video is your secret weapon.
We (society) are actively seeking new information about our favorite brands. If we find something new that we like, we are very inclined to share those stories with our friends. For that reason, YouTube has become one of the most used search engines for new content. Type in any phrase on YouTube and there will be a video for that topic.

So, here you are. A business/company/brand with a story to tell. Go ahead - tell it.

Tell me your story.
Tell me about your company.
Tell me about your products.
Tell me why you had to reduce staff and cut services.
Tell me little known facts about your brand without giving away secrets.

Depending on your budget you can do this yourself, or seek help with the many on-line video production companies in your market. Or, simply throw a good HD camera on a tripod and have someone ask you questions (off camera). Create short 3 to 5 minute video clips about your company and tell your story - in your own words.
Once you've posted them on YouTube, link to them on your company website. Share the link on your Blog, Email Newsletter, Facebook, Twitter, LinkedIn - every Social Media outlet that you use. Musicians get this, and are using these techniques to market their products and more importantly - giving their fans a 'back stage' sneak peak, increasing the "wow" factor.

Creating your own parade will take time, but eventually, you will have people lining up to see what the buzz is all about.

Photo: Flikr, courtesy Doug Consul, 1962 Calgary Stampede Parade