Switch to an e-mail newsletter?
Q. How can I convert my monthly “preferred customer” newsletter
to an e-mail newsletter?
A. Converting a surface-mail database to an e-mail database can take time. First, customers must provide their e-mail addresses. As the problem of “spam” increases, some will be reluctant.
In your case, the monthly newsletter is an obvious place to start—announce the change to e-mail in your newsletter and ask them to e-mail you to be added to the new database. In addition, consider these ideas from Sally J. Carpenter, an instructor at St. Joseph County MSU Extension:
• With each purchase, ask the customer: “Do you receive our e-newsletter?” If not, ask: “May we add your e-mail address to our list?” Let them know that as preferred customers they’ll receive early notification of promotions and special offers.
• Promise customers that you will not sell or share their information
with anyone.
Test the response to your e-mail newsletter with a small e-mail list
that you personally gather, to see if this marketing method works for
you. Contact this small group and get their input.
Once you are ready to start mailing your full list, consider these tips:
• In the subject line, identify the message clearly and consistently. Use a logo consistently at the top of the message, so that your client instantly recognizes the source.
• Send meaningful, useful information in each e-newsletter. Grab the reader’s attention in the first sentence or they may delete you.
• In every communication, provide a simple way for the recipient to be removed from your e-mail database. Include your store information (street address and phone number) as well.
• Keep a regular schedule—once a month is best for most retailers. Frequent messages are like “spam.”
• If you have a website, post your e-newsletter there with an easy way for visitors to sign up. Don’t ask for more information than their e-mail—people will have privacy concerns.
• Always ask your customers to send you any upcoming change of
e-mail address. People change e-mail addresses for many reasons; some
change it several times in a year.
Do you have a retailing question? Ask Michigan Retailers in writing:
by mail: 603 South Washington Avenue,
Lansing, MI 48933;
by fax: 517.372.1303;
by e-mail: tscott2@retailers.com.
