Design Ideas E-Newsletter

May 2008

Special Feature: Email Marketing 101

Whether you’re looking for a way to save money, or an immediate avenue to reach your customers, email marketing is becoming increasingly essential to small businesses. Not convinced on its importance? Think about a few of these benefits you could reap simply by setting up an e-mail marketing program:

A steady program can keep you at the front of your customer’s mind

An attractive email can draw customers back into your store

A well-conceived format will aid in communicating your image

And best of all . . . it’s inexpensive!

Whether you’re considering starting up a simple monthly newsletter, or want to enrich your current email marketing program, here are a few tips to keep in mind:

Subject Line
It may sound obvious, but if your program is going to be effective- it must be read! Christina at Makes Scents, who responded to our last SurveySays on email marketing, suggests making sure your subject line “always hints at something extra special.” Entice your customers to open your email by titling it something unique.
Make It an Occasion
You receive a ton of email each day- and so does your customer. Make each of your emails an occasion by not sending them too frequently or with too little substance. Sending email often, especially during the holidays, is good as long as you have something to say. If you fear not having enough to make your email worth the read, include coupons or special offers just for those who receive it.
It’s About Them
Think about including a short birthday section, or recognize weddings and achievements within the community. It’s a great way to build strong bonds with regulars, and entice others to keep reading to see if their name appears.
Impromptu
One advantage to an email marketing program is the ability to react immediately. Are you having trouble moving a particular product, or perhaps it’s been a slow week? Use the opportunity to run a limited-time sale. Sherman at Jean-Jacques Gallery adds that they use email marketing to inform certain customers of new arrivals that might interest them.
Keep Track of Your Progress
Gauge the effectiveness of your email program by using coupons. If customers are printing coupons and bringing them in, you know you are on the right track. Also, think of special events at you can host at your store and invite people by e-mail only. Look at the email offers you receive, and think about what they are doing to reach out to you. How can you do the same for your customers?

Whether you decide to use the strategy as an occasional supplement or a primary source of marketing, email marketing can be a highly effective and low cost way to connect with your customers. Thank you to all of our retailers who gave us such great insight in our last SurveySays section!

Also in this issue . . .

| Sales Rep Portal

| Vendor Portal