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We don't pretend to be a world authority on the web, or even computers. In fact, we confess to still preferring pen, paper and telephone for many things. However, great free sales and marketing opportunities are possible with e-mail and you should take advantage of it.
The opportunities are there for everyone. No matter what you sell, or if you are home-based, web-based, wholesale, retail, specialist, and mobile retail or storefront, you can benefit from e-mail.
The easiest person to contact is an existing customer. The easiest person to sell more things to, is also your existing happy customer. The more you gently stay in touch with them, the more they become a friend, as well as a customer.
Start asking for of e-mail addresses just as faithfully as you should be keeping telephone numbers and addresses (you are already doing that aren't you?). Even if you know that you won't be using them right now, still get them.
Get the person to agree to receive occasional e-mails from you. An easy way to get agreement is to ask them if they would like to get information about "specials" that you have, from time to time. Note: in our vocabulary, "specials" do not automatically mean "price" specials.
When you get the address, ask them if it is a home or work address and if it is all right to e-mail them at work. Some companies have very strict rules about personal e-mails.
Here are a few ideas about setting up and using this invaluable resource.
If you have a web site, many ISP's offer a mail list option. This allows you to keep a database of one or more e-mail lists on their server. You prepare a document or message and then e-mail it to your list. The list, in turn, automatically forwards your message to each person on your list, as an individual document. They will help you set it up.
If you don't have this service as an option, you can buy a very inexpensive program that will allow you to do the same thing on your computer.
E-mails cost nothing to send. Also remember that you are only sending it once. It beats the heck out of folding 500 flyers and putting them in envelopes. Even better, the customer specifically gave you permission to send an E-mail. This means it has a better chance of being read. Here are three ideas.
Send an occasional e-mail totally for their benefit, not yours. For example, before school starts up, send an e-mail reminding adults to watch out for munchkins and include some safety reminders. We sent out a Thanksgiving message of appreciation and included a letter, by a Mayflower pilgrim, written in 1621. The most interesting Christmas "card" we got this year was e-mailed from my-supplier.com (darn, wish we had thought of that).
Any time you can think of something special to offer, send an e-mail. Sales Tip: You will get a better response if you include a reason why they should want it. Most folks buy with emotion and justify with logic. You will be a winner, even if no one buy's anything. The e-mail cost you nothing, but still made them think of you. There will be another time.
E-mails are perfect, if you have a web site. Anytime you put something new on your site, e-mail a notice about it. Even better, include a hyper-link (the page address) to take them to that specific page. With just a "tinch" more effort, you could even make a special html page, with just one item on it, and a hyper-link on that page, inviting them to visit your main site.
With minimal effort, you will be able to think of dozens of other ideas. It may take you a small amount of time to set up, but it will pay huge dividends. It does not take a great deal of money to take advantage of at least a few of the opportunities offered by the web.
Many still question if the web can really help them, in their business. When I hear this, I am reminded of a statement made by an engineer, upon seeing his first computer in the 40's. He agreed that "there should be a market for at least five of them, in the world."
The new era is not just coming. It is here.