E-mail is one of the simplest and least expensive methods to market your business.

There are no materials or overhead costs like with a paper mailing. You’ll know almost immediately whether the address you’ve sent to is still active (or spelled correctly) and you can ask for a read receipt to indicate whether your target has received the message.

Perhaps best of all, you stand a good chance of getting a response since the easiest time to click on “Reply” or link to a Web page is while the target is actually reading the e-mail.

Your number one e-mail marketing tool is your signature block. Use e-mail signatures to educate clients/customers and allow for them to refer business to you each time your message gets forwarded.

The minimum a signature block should contain: your name, company, e-mail and Web addresses, business phone number and physical address.  These days, including your compay’s blog addresses, twitter handle, and a link to the company’s Facebook page are becoming as important as the other basics.  You may opt to include a company tag line or brief corporate description as well.

Here’s a great example of an e-mail signature block:

Paula Sellergren
Director of Marketing
Mather LifeWays
1603 Orrington Avenue, Suite 1800
Evanston, IL 60201
Tel: (847) 492.6771
Fax: (847) 492.7417
www.matherlifeways.com

Mather LifeWays is a unique nondenominational,not-for-profit organization. We enhance the lives of older adults through lifestyle and residential alternatives that create Ways to Age Well^SM.

What marketing materials might you send existing customers? Keep them informed about promotions or special offers, coupons, change in contact information   I.e., “We’re moving to a new location,” or requests for feedback on products or services.

Some other things to remember when e-mailing:

• Make sure the people on your list actually want (and preferably are expecting) the material you’re sending them. There are laws against spam   unwanted and unrequested junk e-mail.
• The recipient needs to recognize who the e-mail is from, so get an e-mail address with your company name in it. The “Subject” line is what will entice them to open your e-mail, so make an effort to find the right words.
• You still need good copywriting in an e-mail or e-newsletter. Include clickable options for instant access to key online areas.
• Always include an “Unsubscribe” option in your message. But make sure people know what they’re missing if they do unsubscribe. Clicking the unsubscribe button should take readers to a page asking them to confirm their decision.

Apply these simple pieces of e-mail marketing advice and you’re ready to e-mail your way to keeping your customers informed, building brand loyalty, and getting the word out about important company moves inexpensively and easily.

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