by Simone Kelly-Brown

E-mail is consistently rated as the number one online activity, next to search engines and electronic greeting cards. In the early days [in my Internet years that's about 93-97], we all couldn’t wait to get an e-mail. We’d brag to our friends that we are Internet savvy and give out our e-mail address to just about anyone else who knew what the Internet even was. Ok, I’ll admit it. I still get the shakes if I don’t check my e-mail daily! LOL!

Well, it’s 2004 and to be honest, I’m quite pleased that you made it this far in my newsletter! We all get e-mails from everyone now, people we don’t know and don’t care to know, advertisements for this credit card, that contest, a great new virus to crash your computer, and lets not forget the college girls who are live, nude, and waiting to talk to YOU! Ok,you get my drift. It’s outta control! Some e-mail marketers have taken advantage of this wonderful technology and sent you unwanted junk mail affectionately referred to as SPAM.

So, you say, “What’s your point, Simone?” My point is to let you know that it’s not all down hill with e-mail marketing. There is a bright side to it all, because e-mail is an excellent marketing tool when not abused.

Here are some pros and cons of e-mail marketing:
Do The Right Thing:
 • Stay in contact with customers on a weekly, biweekly, or on a monthly basis. Hint: Less is more so set up a schedule. You’ll retain current customers and possibly gain new ones by referrals.
• Don’t just copy and paste the same old info each week. ~Yawn~ Get creative; come up with something valuable to your audience. Don’t know what they want? Ask them!
• Inform them on special promotions, contests, and events to drive repeat visits online and off.
• Add your own personal touch. If done correctly, you’ll stay on people’s minds, so even if they don’t need you today, they might need you soon.
• Can’t afford a website just yet? HTML emails are a simple solution for the time being! It’s also very affordable to do an HTML version letter that is not just plain boring text. The design aspect makes them highly effective, because you can reinforce your brand identity with your logo and colors.
• Use a professional newsletter program(Bcentral or Constant Contact are you going to link to their site?) to avoid mass e-mailing issues.. When you send a mass e-mail through a newsletter program you don’t have to show other people’s email addresses. You can check the statistics on how many bounced, how many people opened it, how many links they clicked, and also offer surveys and contests! Evaluating the success of your letter helps you make improvements for the next time around.

Definite No-No’s:
• Don’t spam folks, it’s annoying and just plain stupid.
• Stay away from boring subjects titles, no one will open it.
• Don’t steal e-mail addresses from others. People can usually figure out who on their list was stealing once they get a complaint. It’s quite tacky so don’t embarrass yourself!
• Use an e-mail newsletter service or BCC addresses if you have a smaller list to prevent e-mail address thieves.
• Let people know if you plan on sharing their info or if it’s private.
• Stay away from attachments. Due to all the virus scares, people don’t like opening them.

Just from doing the GTHI Marketing Tips newsletter, I’m proof that e-mail is a great way to stay in touch with clients or potential clients. I’ve met with people who might have not known who I was unless a friend forwarded my newsletter to them. Online newsletters could be one of the driving strategies to help build up YOUR company’s client base.