Even without a website, business owners can use the power of email to reach customers. This article gives ideas on how to use email even without a website.
--Even without a Website!
Even if you don't have a website for your business, you most likely have an email address provided by your Internet service provider. Use it!
Why and how should you use email in conjunction with your other advertising efforts?
Why?
1. Email is FREE. Yes, cost is a factor, and in my humble opinion as a small business owner, saving money is the biggest reason to integrate email usage into my existing marketing campaign.
2. Email is EASY and CONVENIENT. Practically everyone has an email address and knows how to write and receive emails. It's not rocket-science! And nowadays, I think most people think checking their email is much more convenient than talking to someone on the phone, or visiting someone in person. We are all busy, and in most cases email is an informal, fast way to communicate our business needs.
3. Email is DIRECT. You can reach people by email in the same way you reach people by direct mail. If you already rely heavily on direct mail campaigns, sales letters, and promotional fliers, you will be happy to learn you can reach people by email in the same, targeted way.
How?
1. SALES LETTERS: When customers come in to your store, ask them for their email address. Advise them you have a special sale for your email customers and would like to tell them about it. And then on a regular basis, send a small sales announcement to these SPECIAL customers! You can use your Outlook or Eudora software, putting the customer's email addresses under the BCC line (Blind Carbon Copy). Using BCC sends emails to everyone in your address list, but keeps their emails hidden from each other. Always include a way for customers to unsubscribe from your mailing. A simple “reply with remove in the subject line” should do it. There are also software programs you can buy for list management.
2. QUESTION AND ANSWER HOTLINE: Publish your email address in all your other advertising efforts as your new and convenient “Dear Expert.” Meaning, potential customers and existing customers can jot off an email to your expert help line and get the answers to their questions. How do you re-pot a houseplant? How often do I need to get a haircut? Any business can answer questions about the field in which they are experts. And once a customer gets some free advice from you, not only do you look like you know more than your competitor, but you also have another email address to add to your sales list (see #1).
3. LEADS & PROSPECTING: Many businesses publish their email address in the yellow pages. This idea works especially well if your customers are other businesses, but will do fine for others, as business owners are people and customers too. Create a list in your address book by searching for email addresses in the yellow pages. Write a powerful sales letter, showcasing one of your products or services, making sure the recipient knows you are a local company. Don't forget to include an opt-out message, as you don't want to irritate new customers. Send these sales emails no more than once a week. Ask the recipient to forward your email to their associates if they know someone the offer might be better suited for.
This is just a small sample of how email can help you market your bricks and mortar business. Remember, you don't have to have a website, and you need not be Internet savvy. If you know how to write and read emails, you can save advertising expenses, reach more customers more often, and become a respected expert in your field.
About the Author
Mitone Bennett designs websites and graphics, writes promotional materials, and creates many other advertising tools for small business owners. She has a BA in English from Radford University. She and partner, Chris Ervin, own a funky furniture and commercial art shop in Galax, VA, www.funkyfranks.com. Her specialty site www.drbusinesscards.com offers full color business cards for $69.