Internet Special Report--E-mail Done Right (1,783 words)
Alternatively, says Smith, make some of your messages "info only." Let the recipient feel there's some real value in your stream of e-mails.
One thing that's important, Smith continues, is to keep the structure of your e-mails consistent. If you send periodic messages that contain promotions, news and third-party ads, keep those items in the same order every time you send a message. Not every e-mail needs to contain every item, but you'll want your recipients to become familiar with the layout of your messages.
offers, reminders and customized services
There are many other opportunities for using e-mail in your marketing and promotions, says Smith.
For example, one leading clothing cataloger ran a seven-day sale. A day before the sale's end, the company sent e-mail reminders to customers that the sale was in its final day. According to Smith, that strategy resulted in an enormous spike in response on the final sale day.
Franklin Covey, a retailer of day planners and seminars, offers an e-mail reminder service. From its Web site, customers can sign up to be reminded about anniversaries, birthdays and other events, with whatever degree of advance notification they choose. Not only is the company providing a valuable service to customers, it's also cementing its position as a provider of multiple solutions to help customers organize their lives.
One marketer of office supplies tracks how many toner cartridges its customers order, and when they'll need to reorder. Then, using fairly simple software, the company sends timely messages to customers when it's their time to reorder.
Address Online buying deterrents
Surveys show that potential buyers have many worries when shopping online. One survey last year by Greenfield Online listed the deterrents that bothered the highest percentages of people:
n shipping charges (53 percent);