Secrets to effective email marketing

You have a direct communication pipeline from your business to each individual customer that's just waiting for you to take advantage of it. Email marketing can be amazingly effective in building trust with your customers and encouraging repeat business.

The Basics
It all starts with collecting email addresses. Make sure that your customers are opting in to your email list knowingly. If you're a bricks and mortar store, encourage them to sign up when they're checking out. Maintain a subscription form on your web site that makes it easy for internet visitors to sign up. It never hurts to offer a 10-percent discount or other incentive to bring them on board. A clear privacy policy and promise not to share their email address can go a long way to soothing their worries.

Tips for Effective Emails

• Few customers want to get bombarded with email from you several times a day or week. Let your customers know up front how many emails they can expect from you. You might send out a newsletter once a month, or just notify them when you have a sale or coupon.
• Your subject line can make or break an email. Keep it short and compelling. For example, “HUGE BLOWOUT SALE GOING ON NOW!!!” is likely to get tossed in the trash ASAP. “We Miss You–Returning Customers Get 20% Off” is more likely to get a look.
• Visuals are important. Keep the look of your emails consistent with the look of your web site and your overall business appearance. Use your logo, and incorporate photos and graphics for a visually rich experience.
• Proofread! Nothing turns a reader off faster than a gaggle of typos and grammatical errors. Double-check prices, descriptions and discounts for accuracy.
• For brick and mortar stores, coupons are great way to judge the effectiveness of an email campaign. Keep tabs on how many customers bring in or mention the coupon.
• Be ready to respond. Your email campaign may result in questions or queries from customers. Be prepared to handle these promptly. Don't leave your customers hanging without a response.
• A regular newsletter is a smart way to build rapport with your customer base. A monthly missive on topics that allow you to share your expertise, offer useful tips or pass along interesting stories gives readers something to look forward to when they receive an email from you.

Email Marketing Sites
You don't have to go it alone when it comes to email marketing. As your business grows and your email list lengthens, consider turning to a web service provider to help you stay organized. Many small business web hosting companies also have email marketing packages that can be added on to your existing web site services. For example, Microsoft's Office Live Small Business recently launched an E-Mail Marketing service that lets users create inexpensive email campaigns that share the design of your Office Live Small Business web site. Monthly plans start at $9.95.

Another popular service is Constant Contact. Constant Contact features a host of professional templates and the ability to analyze the results of your email campaigns. This analytics component is especially helpful for determining the effectiveness of your email marketing. You can use the information to make adjustments to improve response rates. Fees start at $15 per month for an email list of up to 500 addresses, and go up depending on list size. A free 60-day trial can give you a good feel for the service before you commit to a subscription.

Keep It Legal
There are a variety of legal regulations you need to be aware of. Any good email service will help you meet the requirements of the CAN-SPAM act, but the responsibility is ultimately up to you. This includes having an opt-out link for customers who no longer want to receive emails from you. Unsubscribe requests need to be honored within 10 days. You must also display a valid physical address in each email. Finally, avoid deceptive subject lines. Keep your subject lines on target with the content of the emails.