Do You Have A Mailing List?

No matter your business, a mailing list is a great way to keep in touch with your customers and clients. If you have a shop, you could include a sign up form on the register (we have all seen these I am sure). If you are an online business like my own, you should have an option to join.

You can create regular email campaigns and some programs such as Mailchimp will allow you to send newsletters to a select group of people. Let’s say you want to promote a sale to those that subsribed in the past week or you want to email about an upcoming event to those that live in a certain postcode. There are many possiblities, and the process is relatively straight forward. If you find you don’t have time or it seems too complicated, this is something that you can outsource. I have a few clients that email me content and I prepare and send a campaign on their behalf.

I attended a webinar this morning called Inside Business Success, and according to Natalie Giddings of Pollen Marketing, Email Marketing is still the highest return on investment per dollar spent. There is the ability to track those that view your campaign which is great research for what works.

Gone are the days of people working nine ’til five on Monday through Friday. There is no traditional working week, so there is not an optimum time to send your campaign. In fact people are often checking emails on their smart phones, so don’t hold off on sending your campaign!

Email campaigns are great for sharing information that you have. For example, you could add links to your blog, quick tutorials, or case studies. Give the reader something which will encourage them to share your news and hopefully grow your networks.

Ensure you also add links to your website. This helps with traffic to your site, and therefore moving your site up in search engine rankings. Be found more easily and increase your market.

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How Often Should I Do A Newsletter & What's The Best Program

Email marketing is an excellent way to keep in touch with your customers and clients (both prospective and current). However, there is a fine line with providing too much information or too frequently. This inundation may cause your subscribers to un-subscribe. After all, we are all busy.


But where to start, as there are many options. Here are three free options:

1. Mail Chimp

This is the one that I use, as I find it easy to navigate. I also provides great reporting techniques for analysing the number of opens, who clicked on what link and you are notified if anyone subscribes or un-subscribes. Mail Chimp also have a cute option for messages using quirky humour – which I love by the way!

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2. SendEmails

SendEmails™ claim that they are the world’s fastest newsletter software. It provides similar options to Mail Chimp, whilst having a more professional image.

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3. Comm100 Newsletter

This newsletter software has some great functionality, but does require you to know a little HTML code. Some great professional marketing campaigns can be generated using Comm100 Newsletter.

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One of the great things about these and other options is that you can get started for free. The catch is that their logo will be displayed at the bottom of your email each time you send a newsletter. However, there is the possibility of upgrading your account so that you can remove any branding and replace it with your own.

There are many templates offered, which makes the job of designing easier. Alternatively you can start building your campaign from scratch.


So now that you have chosen your software, how often should you be emailing customers. The basic rule of thumb is to only email when you have some of value to say. Let’s say you set yourself a target of emailing once a month. The dreaded first day of the month rolls around, and you feel you have nothing to say! This can be avoided by not setting the goal in the first place, or steering away from naming your newsletter a monthly occurrence. For example, instead of saying July Newsletter you could instead add the title as something to entice them. For example Important Information Regarding Your Next Tax Return or New Season Launch.

In order to space out your email campaigns, you could set yourself a schedule. List some key events throughout the year, and email around these. For example, if you had a release of new stock early in the year or a sale, you could send out a campaign notifying customers.

If you write a blog, you could email regularly with a short summary of your recent posts. Add a couple of sentences from each, with a link to your blog. This will also help with your search engine rankings as it is directing traffic to your site.

Good luck,
Shelley Gross