Although many people may be turned off by receiving email from companies because some senders have overwhelmed inboxes mercilessly, the electronic form of communication still remains a good way for you to reach customers. Make sure that you receive the permission of people you send email to and keep the content relevant. Aside from the possibility of making an immediate sale, email offers you the chance to further establish your brand and reminds customers that you are out there (out of sight, out of mind).
Email should be opt-in, meaning customers should specifically be asked if they want to receive email – just because you have their address from them placing an order for your site doesn't give you permission to send them your weekly specials email. There’s a couple of ways of doing this: (1) you can have a checkbox or settings for a customer’s account (see Overstock.com example to the right) which they can opt-in when they create their account (and opt-out at anytime); or (2) you can have a sign-up box (usually provided by the email marketing software company you use). The sign-up box is especially effective for things like newsletter or other focused email lists because it allows for visitors to your site to sign-up even if they don’t register for an account on your website.Overstock also allows visitors to opt-in to email marketing with a sign-up box on the bottom of each page:
Newsletters are an excellent way to keep customers informed of your offerings while reminding them that you’re out there. If you do a newsletter, please make it look professional, with the email marketing software out there that provides templates where you can drag and drop what you want into the design, there’s just no excuse for amateur looking emails. Don’t that to your brand even if you save a couple of bucks – just don’t do it.WebMarketCentral has a great article on how to write a newsletter. Here are some highlights from the article:
Autoresponders are functionality that can send emails on a set schedule. Different than newsletters, where you’re sending out the same exact email to everyone at the same time, you may want to send the same emails to customers in certain time intervals. This is especially useful if you’re selling a product that isn’t a traditionally impulse buy where people need some time to think before making a purchasing decision. Typically you’d have a sign-up box offering visitors a specific piece of information such as this example to the right (click to enlarge).To take an example, let’s say that you are selling a big ticket item, like hot tubs. A person who buys a hot tub usually doesn’t buy the first one they read about – they probably will get the idea to buy one, do some research online, mull it over, and then make a decision to buy it from somewhere. When this is the case, you want to make sure that they keep you in their mind so they shop you once they are ready to make a purchase. On the website I found this, they offered a free report (a PDF) on the health benefits of hot tubs. With an autoresponder, they can send you an email with the report once you sign-up (this is how they verify your email), and then send a series of emails in preset time intervals. In other words, have an a second email that sends a report with successful customer stories about how a hot tub changed their life, in two weeks send you a report on how to select a hot tub in a week, and maybe in three weeks send a report on how to pick a good hot tub dealer. This process automates what a sales person historically had to do by making follow-up calls to prospects in regular intervals – to remind them of the product and of who they could buy it from.
You might want to consider having an email list for sending emails on sales and promotions. I think that this is a good idea, but would like to mention these things for your consideration:
Aside from having ready-to-use professional templates, there’s many reasons to use email marketing software to help you:
Here’s a list of email marketing companies along with the features they provide. I recommend clicking on the Fullscreen link (in the bottom right of the comparison matrix) to see everything easier.
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