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Creating an email marketing strategy


Happy New Year!

This is the season where it seems like everyone is setting their sights on new goals, making plans, and preparing for the new year.  Fantastic!  Personally, I find the whole process of planning for and reaching new goals extremely rewarding.

In this issue, I'd like to share with you one of the valuable activities I do this time of year that I think will bring you success in your marketing efforts.  I'll also run down some of the topics we are covering in the coming months and give you a chance to ring in with your thoughts and gather feedback on the topics you find most interesting.

Also, we are introducing our “Top Ten” in 2010.  I think you'll find it a quick and easy section with valuable information you can act on.

Best wishes on a prosperous 2010.


Creating an email marketing strategy

Now is a great time to put the new year in focus and create your email marketing plan.  Start by outlining what you want to communicate and how often.  You can look to 2009 for inspiration to see what worked with your previous email campaigns and what did not.

The topics you select need to build awareness of your business in a way that is relevant and engaging to your audience.  Seems obvious, right?  However, a common peril in writing newsletters is to focus on how great you are...  Well unfortunately, unless your audience is compelled to learn how great you are, your hard earned mailing list will certainly dwindle.  Mapping out your email marketing plan allows you to not only identify the topics you wish to cover in order to create a compelling newsletter, it also helps prepare you to actually write each newsletter.

Let me explain.  When you create an outline of each article you will write in the coming months, the material you surround yourself with every day to remain an expert in your field will jump out at you.  Save the articles and posts from your industry resources that are important and relevant to your audience.  Not only will you stop wasting time digging through industry resources, but you will be more prepared to easily create and share valuable articles for your readers.

A few points to keep in mind:

  • Articles should not take too much time to read.  In fact, you can (and should) link back to your site or blog for further reading and related information.  The click report in Constant Contact is a great way to see what articles your audience finds interesting.

  • Do not bombard your audience with too many mailings. Monthly campaigns work well in most situations and bi-weekly is appropriate for some.  Send more than twice a month and you will risk annoying your readers, send less than every 1-2 months and you risk losing your value.

  • Remember, be an expert and a resource.  Create content surrounding topics that are valuable and engaging to your audience.

Sending out regular email newsletters is one of the most powerful marketing strategies you can do to grow your business.  Creating a thoughtful outline of your campaigns will keep you better prepared and set you up for success in the coming year.  Good Luck!

Top Ten Things you should know about social media

social media icons
  1. Social Media is the new “word of mouth” marketing.

  2. Social Media is an opportunity for you to have two-way conversations with your customers.

  3. You can find out what your customer thinks about your brand without the expensive focus groups and research - they'll tell you... and each other!

  4. While Facebook, Twitter and LinkedIn are the “Top Stars”, there are many other services on which you can connect to your customer as well!

  5. Blogging is another form of social media - and a great way to generate traffic from the search engines!

  6. Your content needs to be more than a sales pitch - use social media to give them information and gain their trust.

  7. While social media allows you to be personal and professional with your customers, you should keep your personal and professional pages separate.

  8. You can reach your customers with exclusive deals or information and should have a clear plan on how - make them feel like they are “in the loop” with their favorite products!

  9. Be sure to let the world know you are on social media sites, via your website, publications, menus, advertisements - wherever you reach your customers!

  10. You can start small, but you MUST start somewhere.

DID YOU KNOW that Facebook has 350 Million users and 100 Million of those are in the U.S.?  The average user spends 55 minutes per day on Facebook - imagine capturing some of that time for YOUR business!

Coming attractions

coming attractions

Look for articles on the following topics in future issues of our newsletter.

  • Tips for successful email marketing
  • Web site design tips
  • Web site tools and must haves
  • Social Media - the new “word of mouth” advertising
  • Successful Blogging habits
  • eCommerce best practices
  • Facebook for business
  • Driving traffic to your site
  • Monitoring with Google analytics and other tools

Feedback welcome!


We put together a quick little survey to get your feedback and see how we are doing.  We would also love to hear your thoughts on the topics you find most interesting.
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Spread the word...

See you next month,

Stephen Sayre

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