Sweet Article

Use Email Instead Of Spyware As A Marketing Tool

Wednesday, November 29, 2006

In a world where sneaky tactics like spyware are used to gather
product preference information and other valuable marketing
tidbits, you don't need to lower yourself to that level to help
increase your sales. Email can be just as effective a marketing
tool as any underhanded method-and probably more so since it
won't annoy people. In fact, at a recent event for florists
called SAF (Society of American Florists) Naples 2006, Rich
Finstein of CommPartners Inc. offered some excellent advice not
only for florists but for any businessperson hoping to attract
customers and raise their sales levels.

First of all, you must allow customers to sign up for email
promotions and newsletters, and make sure they're aware of what
they're signing up for. Otherwise, you're doing little more
than spamming your customers, which could anger them and have the
opposite effect of the one you're hoping for. Make sure your
process for collecting email addresses includes asking your
customers what kind of information they'd be interested in
receiving. A florist might ask customers if they want information
about arranging loose flowers, new gift items, or flower care. A
store that sells software might ask customers if they'd like to
receive information about educational software, business
software, or entertainment software.

Once you've collected the email addresses of interested
customers, be sure to put them to proper use. One great way to do
that is to track items customers have purchased and send them
promotions or information specifically talking about something
they recently bought. For example, a florist might send a
customer who recently bought roses a promotional email for an
upcoming event centering around roses, such as a sale or a class
on caring for them. When customers receive just a few emails from
you talking about things they are interested in, rather than many
emails that contain little content they care about, they'll pay
more attention to the ones they do receive and take action.

Be sure to make your email campaign as professional as your other
marketing strategies. Put the necessary time and effort into
making sure the right messages reach the right people, and that
they are well written and appealing when they get there. If you
find that your click rates are declining, take a good look at the
emails you're sending. Is there a way they could be improved?
Or, perhaps you're sending too many emails and should cut back.

Finally, all emails should include a link for customers to follow
to unsubscribe if they decide they no longer want to receive
emails from you. Be sure you have a system in place for promptly
removing anyone who clicks unsubscribe from the email
list-continuing to send unwanted emails is almost as frustrating
to customers as spam and spyware.

------------ --------- --------- --------- --------- --------- -
Wesley Berry is member of the American Academy of
Floriculture (AAF) and President of Wesley Berry Flowers
(http://www.wesleybe rryflowers. com), a successful multi-million
dollar floral business that was established in 1946. As a
member of the Henry Ford Hospital Community Relation Board
he has contributed to the community at large
(http://www.hospital -locator. com). He owns both a brick and
mortar and an internet flower delivery business. Visit Wesley
Berry Flowerson the web at http://www.800wesle ys.com

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