List Building: Email Addresses - Making the Most of Your Collection

Here's a partial definition of the word collect from Dictionary.com = to gather together; assemble; accumulate. OK, so you've starting collecting email addresses from your customers, but have you done anything with the list? Don't stop there.

Here's the definition of build = to engage in the art, practice, to form or construct a plan, system of thought, to mold, form, or create.

So let's get going and create something out of that list! Here are a few ways to use your email address list to keep the conversation going and keep you top of mind with your customers. It can fit nicely into your customer relationship strategies. Think of it as the electronic version of picking up the phone to thank customers or ask for a follow-up purchase.

Trigger Emails:
Real-time messages (singular message or a series of messages) that are automatically generated based on a subscriber's action.

• A transactional message can trigger after a purchase to send a confirmation or special offer, or after a sign-up. 
• An event-based message can be used to offer birthday or anniversary greetings, or send alerts.
• An activity-based message can be set up in response to a click in an email, a visit to a Web page or a change in buying pattern.

Autoresponse Emails:
Email messages sent to subscribers on a scheduled basis. They can

• be an extension of your "welcome" message,
• answer questions,
• provide instruction,
  
• provide valuable information about a product,
• provide brand awareness
  
• make a special offer, or
  
• encourage a sign-up.

They are particularly helpful for setting up a series of training or "how to" emails or for marketing a high-value product that has a long sell cycle.

All your email conversations should help build credibility and trust with your customers and bring them closer or back to doing business with you.

Many email marketing programs have direct marketing options built-in such as postcard marketing. This is a "one-two punch" way of mixing up how you stay in touch with your customers by sending both direct mail and electronic mail affordably.

If you don't have an email marketing program, there are a bunch of great tools out there for small businesses. Below is a link to one of my sites where I've listed a few programs I've used over the years. There are MANY others. The key is to find one that is easy to use for your purposes and get started now. DIY Email Marketing
[FYI: I have a strategic relationship with the companies listed. Should you purchase or use their programs as a result of my referral, I will receive a small referral fee.]


Ciao for now, Paula