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Question

"I own a medium-sized toiletry company. Traditionally we've stuck to manufacturing and wholesaling, but we're now flirting with the idea of retailing as well. Regardless, I suspect I can improve business in a big way through e-mail marketing, but I'm afraid I'll look like a spammer, and we definitely don't want to get lumped in with the porn pitchmen and scamsters. Can anyone offer up advice on how to make e-mail marketing work well? Your hints, tips and successful approaches will be much appreciated."

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Reader responses

Carolyn Gardner, cardcommunications inc., Kanata, Ont.

• Ensure you are sending your e-mails to a permission-based list. Don't assume you have permission — ask for it! Once you get permission, don't ever take it for granted. Ipsos-Reid reports that of those who join e-mail lists, 77% eventually unsubscribe because information is not of interest or is sent too frequently.
• Be cautious of third-party lists that you can buy or rent. If it sounds too good to be true, then it probably is. Work to build your own permission-based list by encouraging your target audience to sign up for your e-mail communications (i.e. an e-newsletter) at every opportunity. Include the option to "subscribe now" in your e-mails, on your website, at trade shows, on invoices, in advertisements…everywhere!
• Have a strict privacy policy with respect to the use of your growing house list. In a recent study conducted by integrated e-mail agency Quris, 74% of those surveyed were suspicious that companies were sharing their personal e-mail contact information. The bottom line is that you should never sell or rent your house list to anyone. Never. Make sure your privacy policy is both written clearly and easy to find in your e-newsletter.
• Develop a content formula that works for you and your readers. Some tried-and-true ingredients for e-newsletters include expertise, tips, case studies, success stories, industry news, Q&A's, industry statistics, industry trends, how-to articles, did-you-knows, short surveys and contributed articles by experts (either inside or outside your company). You can even include special offers, provided that they do not ring too harshly of a selling nature. Given today's cluttered inboxes, it's a good idea to keep them short and interesting. Not sure what to include in your e-newsletter? Do a quick survey using your database, and ask for feedback!
• Determine an appropriate frequency for your e-mail communications. Monthlies are usually a safe bet, but there's always the option to do less (quarterly) or more (weekly). Another major complaint, according to Quris, is that permission-based e-mail is sent too frequently. Ask your readers what kind of frequency appeals to them; this might also be a good question to include in your survey.
• Understand your reader preferences and send your e-mails in all popular formats — text, HTML and AOL-friendly versions. Multi-format deployment is important since it respects all reader preferences.
• Avoid sending emails with attachments and large files. Today's very real fear of viruses means that many people simply don't open emails with an attachment. And a second fear relates to "crashing" — a reality that is associated with large files. If you have an attachment you would like to share with your readers, have it posted on a web page, and make it a trackable link from your e-newsletter.
• Because readers can be fickle when it comes to e-mail loyalty, ensure you continually measure and refine your e-mail communications. Monitor click-throughs, open rates, opt-outs, bounce rates and so on, and then respond accordingly. If no one ever clicks on a certain topic, maybe it's time to pull that topic and find a new one. Keeping a watch on open rates and unsubscribe requests is also an important metric to watch for.
• Personalize your e-mails by using first names and other personal information that may be relevant to the recipient. This improves response rates, so use it whenever possible.
• Use enticing subject lines that will make readers want to open your e-mail. To avoid looking like spam, eschew words like "FREE" and "URGENT".
• Include a real person's name and e-mail address in the "From" line, rather than an "info@" or sales@type of e-mail. Using your company name adds legitimacy and builds your brand.
• Always include an option to unsubscribe and respect those who wish to do so. According to Quris, being unable to unsubscribe ranks as one of the biggest complaints with permission-based email. Make the process easy, and ensure you follow through on these requests.

Andrea Levy, Great Glasses, Hamilton, ON

To me, this is a public relations issue. It is all in the spin, and how the spin is handled.

Sending out a newsletter to clients with relevent information about your field of expertise is a great idea. Sending a newsletter regularly, but not too frequently is essential, so that it feels like a service rather than an advertisement. Giving a person good information that they can use is a gift rather than an imposition.

I have heard it said that the main difference between a flower and a weed is good PR. It seems to me that the difference between spam and good communication with customers is PR too. Advertising is not credible or effective in this context, but solving your client's problem by giving them good information to make the decision to buy your product or service is very effective.

It is the same as direct mail in the sense that if you send advertising via mail, most of it gets sent to the trash having been given a cursory look, if that. Why not just put the postage money right in the trash? Save the mailman some trouble, and give the mailman a break. Put something in that letter that a person will take notice of and keep, for example a business card-sized gift certificate (intended to be kept in their wallets), or a fridge magnet. Give your customer something that will remind them of you so that they remember you when they want to buy.

Same with using email marketing. Give them something to remember. Give them information they can use and make it interesting enough that they will remember where they heard it after it hits the delete file.

Alexandria K. Brown, http://www.EzineQueen.com/

One of the most proven ways to best market via e-mail is by publishing an e-zine, or e-mail newsletter. Most any company can develop one and grow their opt-in list.

Publishing an e-zine can help you:

• sell tons more products and services
• establish yourself as an expert / resource in your field
• effortlessly spread the word about your business
• create new revenue streams via ads and affiliate programs.

The most challenging parts are:

• Generating content that your readers will find useful. Articles, tips, news, promotions … consider what your readers (prospective customers) would most like to hear about.
• Starting and growing your opt-in list. Begin with an invitation to all your current contacts, then also capture signups at your Web site, through company events, new customer signups, etc.

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