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When to send e-mail

June 25, 2007 | Filed Under Online Marketing 

If you’re planning on using email for your next marketing campaign, you’re on the right track!

Here are some great reasons to send an email to your list of customers and prospects (you do have a list of your customer/prospect emails, don’t you? If not, call me, we’ll figure that out together) so you can claim some of that valuable real estate known as the “referral center of the brain” - I totally made that up just now, but it makes sense, doesn’t it?

• New employee on board. Send out an email with a bio and what the new employee does. Be excited about your new acquisition.
• New product or service being offered. Sure you’re going to tell all your customers from here on out that you have a new product or service…but you also want to tell all the people who may not know and won’t call you as a brand new prospect.
• Launch of a new campaign. Changing your branding? Changing your style? Let people know!

if you’ve got a new product, service, or the launch of a new campaign (a sale, for example) a good number of emails to send is four. Yes, four. You can send more if necessary, and less if you forgot…but people get so much email these days that to create a little enthusiasm youshould let them know the following…

• During the “beta” phase. If you have a list of customers and are planning on rolling out something new…ask them for advice! Your current customers can give you feedback and ideas regarding a new product or service. Heck, you could have a contest for a slogan for a seasonal event if you’d like. You’re generating interest here, make it interesting!
• Pre-Launch. Let your list know your timetable, when you expect launch to happen. Let them know you’re thinking of them. Touch base .
• Launch. Toot your horn, tell everyone you DID it! Share your excitement and enthusiasm and, who knows, they may have a friend or two that will be interested as well…
• Post-Launch. Check in and say hello. Let your list know how the launch went, thank them for their help in your success….a nice way to wrap up the series and make your customer feel like they matter to your organization as a person!

Keeping in contact with your customers is vital. You don’t want them to forget who you are! The key is to be in contact in a friendly, not sales-y, way that makes them think, if only for a second, you were sending email to no one but them. Make people feel special and they will refer your company.

It really is that simple.

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