SoKy Local Business or "SoKybiz"

I've been a "tentative advocate" of eNews or direct e-mail marketing. Tentative because the temptation to overdo it or to abuse the communications channel exists. Advocate because anytime you can continue communications with your target client, customer, and/or contact you are staying "top of mind" and that's always a good thing.

Anita Campbell of Small Business Trends posted a recent blog that would indicate that not only is sending an e-mail newsletter worth the time and effort, it is also quite effective. She writes:

For the past two years some have been predicting that RSS feeds and spam would kill the email newsletter. However, it appears that email newsletters are alive and well.

In fact, small businesses subscribe to one to five email newsletters. Even more interesting, most actually read — or at least skim — the majority of newsletters they receive.

Read whole blog at Small Business Trends

I have recently finished an e-mail newsletter application for one of my clients and it too seems to be working. I try my best to keep the client down to one mailing per month just so as to not abuse the contact relationship, but I also gave each contact the ability to take themselves off the list.

It's very important these days to maintain a good image, stay in contact but also comply with the new and untested spam laws. Staying true to the spirit of the laws is what works for me. Some simple check points...

• Each contact added to the distribution are known to the business
• When possible, the contact has given permission to add them to the list
• The frequency of the e-mail are kept to a minimum
• The e-mail is brief, to the point and easy to read
• Every e-mail includes a link that allows the recipient to "opt out" of future e-mail
• Each e-mail is sent directly to the recipient (not BCC, or worse, CC to a bulk list)
• Each e-mail includes the contact name, "Dear Mr. Contact"
• Offer unknown web visitors the ability to subscribe to the list using double checks. This means the person can add their own e-mail address but also must activate the account through a link sent to the address to be added
• The information online should be secure so as to not allow the list to be "stolen" by unscrupulous characters

Some would (and have) argued that these safeguards are too stringent and that a business should be allowed to use e-mail in aggressive ways, or that all these safeguards are unnecessary. I disagree. The public image of a small business depends on being respectful to their clients/customers, honoring their privacy, time and attention through infrequent contact, short and sweet letters lends well to conveying respect to the contact. Some of these checkpoints are to comply with legal requirements as well.

I'm glad to read Anita's article that eNews is effective and useful for the small business person. I will continue to develop tools for my business as well as client businesses, to use this resource in effective ways.

Communication is the key! eNews is just one more tool in the ever growing virtual toolbox. It should fit into the overall marketing plan of a business. A plan that is well thought out and with a defined purpose in mind. It should all look and feel the same and all work in concert to accomplish the mission. If it is to sell tickets, travel, services or ideas, eNews can be a useful piece of the communications puzzle.

Labels: branding, e-mail marketing, internet, marketing, planning, small business

This was posted by SoKy : 6:50 AM