How to Increase Your Sales with Email Relationship Marketing - Nov 20 in Community Help Boards in Community

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Last Post Nov 20, 2007 12:10 PM by: deirdre@ebay.com

Replies: 52

How to Increase Your Sales with Email Relationship Marketing - Nov 20

Oct 31, 2007 3:41 PM

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Topic: Member Workshop: How to Increase Your Sales with Email Relationship Marketing

Host: whatdoisell
Date: Tuesday 11/20
Time: 11:00 a.m. to 12:00 p.m. Pacific time
Location: Workshop Board

Description: In the vast expanse of the Internet, the online shopping experience frequently feels impersonal and generic to your buyers. In 2008 small business owners who invest time in building a relationship with their customers will come out the clear winners. Please join Lisa Suttora Founder/CEO of Certified Provider WhatDoISell.com and best-selling author of "What to Sell on eBay and Where to Get It" (from McGraw-Hill publishers) as she discusses how to use Email Relationship Marketing to engage your customers, foster buyer loyalty, and grow your business to new heights.

Cheers,

Deirdre
eBay Community Development

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How to Increase Your Sales with Email Relationship Marketing - Nov 20

Nov 20, 2007 6:37 AM

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Workshop Format

The workshop content is directly below. After you’ve read through today’s workshop, I’ll be here to answer your questions about how to start or improve your email relationship marketing campaign.

How to Increase Your Sales with Email Relationship Marketing - Nov 20

Nov 20, 2007 6:38 AM

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Email Marketing is Alive and Well!

Despite all the news about SPAM, email not being delivered and information overload, email marketing is still alive and well. While there are challenages, email marketing is a must-do marketing tool for every online retailer.

92% of off-eBay retailers plan to grow their mailing list in 2008, yet only a very small percentage of eBay sellers currently make use of this critical marketing tool.

How to Increase Your Sales with Email Relationship Marketing - Nov 20

Nov 20, 2007 6:39 AM

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Email Marketing versus Email Relationship Marketing

Many people describe Email Marketing as Marketing TO people. But that’s not what email marketing is all about.

At WhatDoISell.com, we call it Email Relationship Marketing.

Why?

Because email marketing is NOT marketing TO people, it’s all about building a relationship WITH people.

Both your paying customers and those who will someday become your paying customers.

How to Increase Your Sales with Email Relationship Marketing - Nov 20

Nov 20, 2007 6:39 AM

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What is Email Relationship Marketing?

Email marketing is a form of direct marketing that uses email to communicate messages to an audience and build a relationship.

Sales are a byproduct of this relationship.

How to Increase Your Sales with Email Relationship Marketing - Nov 20

Nov 20, 2007 6:40 AM

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10 Things Email Relationship Marketing Can Do For Your Business

1. Make the Connection
2. Reach Out & Build the Relationship
3. Increase sales, promote repeat sales
4. Customer retention
5. Attract new customers
6. Convert to higher ticket sales
7. Keep your business fresh in the minds of consumers
8. Showcase new products
9. Do surveys
10.Make your mark in the customer’s mind

How to Increase Your Sales with Email Relationship Marketing - Nov 20

Nov 20, 2007 6:41 AM

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#1 Rule of Email Marketing

The #1 rule of email relationship marketing and one that you don’t want to ignore is that you must ALWAYS get permission from the recipient to send them email marketing newsletters.

This is called “Opting-in”. And means that your customer has given you permission to send them communications.

(Note: Email marketing is not the same as communicating with your customer during the course of a sale. That is called “transactional communication.”

Sending out newsletters to customers without permission is a violation of the CAN SPAM laws. Laws that were enacted to prevent the unauthorized distribution of emails.

How to Increase Your Sales with Email Relationship Marketing - Nov 20

Nov 20, 2007 6:43 AM

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Can I Send Emails to My Entire Customer Base?

Unless your customers have previously opted-in to hear from you (which we'll talk about in a moment) you can't gather up all the emails of the customers you've worked with in the past 5 years and start sending email marketing newsletters to them.

But you can start where you are right now and begin an email relationship marketing campaign!

However, you can start right

How to Increase Your Sales with Email Relationship Marketing - Nov 20

Nov 20, 2007 6:45 AM

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eBay Email Marketing

Fortunately eBay makes it easy for you to create and run an email marketing campaign and comply with CAN SPAM laws.

They have a built in, automated "opt-in" process when the customer add's your store to their list of favorite sellers that gives them the option to sign up for your newsletter.

Stores Email Marketing makes it easy to send professional-looking emails that tell buyers about your new items, updates, and more!

This is available for free to Store owners. For more information go to:

Link

How to Increase Your Sales with Email Relationship Marketing - Nov 20

Nov 20, 2007 6:50 AM

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Easy to Manage

eBay's Email Marketing program is easy to manage and you don't have to have any technical expertise to create and send emails.

It's very straighforward and you can start using it today. Take a look at it after this workshop and you'll see how quickly you can get started.

Note: eBay Email Marketing is integrated with your eBay store and your eBay customer base. If you want to build an email marketing list for your website, we recommend using a good service like Constant Contact Link or 1shoppingcart.com at Link

How to Increase Your Sales with Email Relationship Marketing - Nov 20

Nov 20, 2007 6:55 AM

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How to Get Subscribers

While eBay does provide many opportunities for customers to sign up for your newsletter, you want to enhance that by using descriptive text links.

You have to motivate people and inspire them to sign up for your newsletter. Simply saying "sign up for my newsletter" does not give them an incentive.

A descriptive link must be engaging to your customer.

Examples of Descriptive links:

“Don't miss a sale! Be the first to find out about new products, clearance sales and promotions from Maripat’s Music. Sign up for our newsletter today!”

“Don't cook another meal until you read our recipe of the day! Sign up to receive our daily email with award winning recipes containing 5 ingredients or less.”

“Shhh… Don’t tell! Be first in line to hear about our latest releases. Sign up to receive the Excitement ExpressMail today.”

You can easily insert descriptive text link with Turbo Lister or using the Sell Your Item form.

Most other listing tools have this feature as well.

How to Increase Your Sales with Email Relationship Marketing - Nov 20

Nov 20, 2007 6:57 AM

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Put Links on Every Page

You want to put these links on every page. Your auction listing, stores promotion boxes, custom pages etc.

Give you customer as many opportunities as possible to opt-in to hear from you.

So you can start building a relationship with them!

How to Increase Your Sales with Email Relationship Marketing - Nov 20

Nov 20, 2007 7:02 AM

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You May Already Have Subscribers!

Many of the clients we work with at WhatDoISell.com already have subscribers who have signed up for their newsletter and are waiting to hear from them.

In My eBay, Manage My Store, go to:

Store Marketing > Email Marketing > Subscriber Lists

and see if you have people waiting to hear from you!

How to Increase Your Sales with Email Relationship Marketing - Nov 20

Nov 20, 2007 7:03 AM

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What is a “List”?

When you hear people refer to their “list” they are talking about their email mailing list.

Treat your mailing list like gold and like family and they will become loyal customers to your business!

How to Increase Your Sales with Email Relationship Marketing - Nov 20

Nov 20, 2007 7:04 AM

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How Often Should I Email My List?

You should email your list once a week (which is optimal) twice a week at the most.

It’s the rare mailing list that will tolerate emails more than twice a week, unless you have something riveting or beneficial to tell them.

At the bare minimum, email your list once every two weeks. Once a month is far too little. Your customers will forget you.

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