By
K. MacKillop
For most small business owners, good marketing is the key to
success. Every business needs a website and every website should include
a mechanism for capturing visitors for your mailing list. A simple
opt-in newsletter sign up is effective, where site visitors can just
enter their email address in exchange for updates on your product or
service lines, coupons, or notification of special events. The trick to
building your customer base through online contacts is to follow-up
frequently and effectively.
Everything you send out to your email contact list must reflect your company culture and present a consistent image. Here are a few things to watch for before you send electronic marketing messages:
Audience
Be clear about who each message is targeting. If you have multiple segments in your target market, consider customizing messages for each segment. A good contact database (such as ACT!) provides plenty of options for segmenting your customer list and identifying commonalities among your base.
Style
Be sure your newsletters, coupons, and basic email messages reflect a consistent style, preferably one that can be closely associated with the style of your website. Use the same tone and perspective (second-person, third-person) throughout your messages, and be careful not to contradict previous messages.
Quality
Check and double-check every message for quality control. Run the spell and grammar check and read each message aloud before you send them out. Use sans serif fonts - the ones without the little marks, called serifs, at the ends of each stroke - because they are far easier to read online. Be sure the font size is at least 10-point throughout the message.
Readability
Avoid essay-length missives - people will stop reading after a sentence or two. Use bulleted lists when a large amount of information needs to be included. If you must write in paragraphs, be sure each paragraph focuses on a single idea and use subheadings to draw attention to each point. And, while the use of color is good, avoid using a light font on a dark background...it is nearly impossible to read on a computer screen.
Design
The most effective email marketing pieces do a good job of balancing text and graphics while leaving enough negative space (white space) to allow the message to stand out. The design of your newsletters and ads should clearly reflect the design of the rest of your marketing materials, including the business's website. Use the same colors and fonts such that clicking through to your homepage is seamless in terms of image.
Content
Be sure the content brings something new to the table - updates on changes in your business, sales notices, coupons, etc. Include a clear call to action (what you want the reader to do next, such as call for reservations, check out our updated website, or call now for more information. Include multiple links to your website and encourage your loyal customers to forward the message.
Online marketing is an effective, nearly free route for building your customer base. Take the time to create messages that reflect the image and culture of your company and tap into the needs of your target market.
Everything you send out to your email contact list must reflect your company culture and present a consistent image. Here are a few things to watch for before you send electronic marketing messages:
Audience
Be clear about who each message is targeting. If you have multiple segments in your target market, consider customizing messages for each segment. A good contact database (such as ACT!) provides plenty of options for segmenting your customer list and identifying commonalities among your base.
Style
Be sure your newsletters, coupons, and basic email messages reflect a consistent style, preferably one that can be closely associated with the style of your website. Use the same tone and perspective (second-person, third-person) throughout your messages, and be careful not to contradict previous messages.
Quality
Check and double-check every message for quality control. Run the spell and grammar check and read each message aloud before you send them out. Use sans serif fonts - the ones without the little marks, called serifs, at the ends of each stroke - because they are far easier to read online. Be sure the font size is at least 10-point throughout the message.
Readability
Avoid essay-length missives - people will stop reading after a sentence or two. Use bulleted lists when a large amount of information needs to be included. If you must write in paragraphs, be sure each paragraph focuses on a single idea and use subheadings to draw attention to each point. And, while the use of color is good, avoid using a light font on a dark background...it is nearly impossible to read on a computer screen.
Design
The most effective email marketing pieces do a good job of balancing text and graphics while leaving enough negative space (white space) to allow the message to stand out. The design of your newsletters and ads should clearly reflect the design of the rest of your marketing materials, including the business's website. Use the same colors and fonts such that clicking through to your homepage is seamless in terms of image.
Content
Be sure the content brings something new to the table - updates on changes in your business, sales notices, coupons, etc. Include a clear call to action (what you want the reader to do next, such as call for reservations, check out our updated website, or call now for more information. Include multiple links to your website and encourage your loyal customers to forward the message.
Online marketing is an effective, nearly free route for building your customer base. Take the time to create messages that reflect the image and culture of your company and tap into the needs of your target market.
-K. MacKillop, a serial entrepreneur, is founder of LaunchX and authors a small business startup blog. The LaunchX System is designed to help entrepreneurs start a business
based on their own idea. It includes step-by-step business startup
instructions, key software, business tools, and more -- a complete
business kit. Visit LaunchX.com to learn more about this revolutionary
way to become an entrepreneur.
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