E-mail Marketing for Beginners – Create Your List

Today we’re continuing in our recent vein of articles… Baby steps for beginners who would like to improve their Montana internet marketing; but don’t know where to even begin.

This article will focus on e-mail marketing, specifically, how to create a list of people and addresses to mail to.

What is e-mail marketing?

E-mail marketing is the process of sending e-mail messages to others to tell them more about your product or service. Most companies use web-based e-mail marketing software dedicated to this task. This software allows you to design your message using tools you’re already familiar with – similar to Microsoft Word. They let you insert your logo, photographs and other branding items into your e-mail to help it look more professional.

We will cover the software side of e-mail marketing in a separate article.

List of common email marketing software:

• MailChimp.com – Newer to the market than some of it’s cousins. I’ve been very impressed with their service, and the price is a great value. Try their service for free if you would like.

• Constant Contact – One of the more established companies, they arguable have the broadest market share.

• Emma – Touting it’s custom-designed templates and uncluttered interface, Emma is the more expensive choice. I’ve not used it personally, but have heard good things from other Montana small-business owners.

How do I start my e-mail marketing campaign?

You should begin by getting permission. We all hate spam, in fact most of us detest the mere existence of spam. You wouldn’t want you want your business to be seen as a spammer would you?

When you get explicit permission to send e-mail to someone, you’re not only following anti-spam laws, you’re demonstrating that you care about your customers. Marketing studies have shown time and time again that by gaining clear permission you’re also adding value to any of the messages that a customer receives. When they see your name in their inbox that person says to themselves subconsciously, “Oh yeah, there’s a message from that person that asked my permission!”

5 Different Ways to Ask Permission

1. With the invoices you mail out each month. This is the perfect opportunity because your client will be mailing their check back to you. Include a short, printed form asking their name, company name and e-mail address and have them mail it back. You may have to do this several times before you see any returned in the mail.

2. By telephone. That’s right, pick up and call! While this method may not be practical for huge mailing lists, let’s face it… many of us could use the excuse to brush up on our cold-calling skills. Plus, people love to hear from companies who aren’t just “selling something.” Be personable, be chatty, be brief. Confirm their contact details and above all, make sure you’ve got that information spelled right!

3. With a direct postal mailing. Probably the least effective of all the methods, since it’s just another form of junk marketing. However, companies that already have an extensive mailing list may benefit from this method, especially if their mailing is a newsletter or other piece that adds value to their marketing message.

4. At the point of sale. This is an especially great way to grow your list with new customers. Create a printed page with a bunch of blank lines. Ask your customers to add their information voluntarily while you are ringing up their purchases at the register. Restaurants should include a card with the bill to allow diners to sign-up.

5. With a contest or giveaway. This is by far the most effective way to gain permission to send e-mail. The key is to not be bashful about the fact that you would like permission to send the entrant e-mail. Use verbage like “Win a free lunch when you sign-up for our e-mail list.”

Remember, asking permission from each of your clients before adding them to your list shows that you care about how they feel about your business.

Downloadable E-mail Permission Slips!

Just above, I mentioned two printed e-mail marketing pieces. A form to place into your monthly invoices, and another to have handy on your counter when customers are checking out. Download the examples below and customize them with your own logo!

• Mailable Permission Slip – Download Word file

• Counter Permission Slip – Download Word file

How to create an e-mail marketing contact list

Now that we have permission out of the way (you did get permission didn’t you), the next step in e-mail marketing is to begin assembling a list of address that you would like to e-mail to.

The best program for this is Microsoft Excel. I’ve created a short video showing you how to do this. You can download the Excel file here.

That pretty much wraps up our discussion on the first steps to e-mail marketing success. Does your Montana business need help with internet marketing? We would love to talk with you and offer some practical tips and timesaving advice.

If you have comments or feedback about this article, or just found it useful, won’t you send us some comment love below?