Don’t Overwhelm or Oversell
Just because you have the ability to e-mail customers on a daily basis, does not mean you should. If you overwhelm your customers with e-mail, they will soon start ignoring it. As a general rule, you should limit mass e-mailings to one newsletter and one special-event notification per month.The idea is to make your e-mail something customers look forward to, not something they dread.
Beware, also, of limiting your e-mail communication solely to what you have to sell people. When customers start seeing your e-mail as nothing but advertising, they may start treating it the same as they do all the other advertising that arrives in their In box, and send it straight to the trash.
Just as your printed newsletters should not be all hype, your e-mail newsletter (as well as your website) should be a mixture of news, advertising and “How To” information. You would not buy a magazine consisting solely of advertising — nor will your customers look forward to what you have to send them if it is nothing but an invitation to spend money.
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