The element of email marketing surprises

It only takes once. One email to one customer might earn you $100.

Think about the first time you ever received an email from a restaurant where you dined. Let's pretend this email came to your home inbox, because some time during some special occasion at that restaurant you gave them your email address. How did that email make you feel? Surprised, interested, curious, investigative; did you feel concerned? Whatever your feeling of the email that restaurant knows how to email message effectively.

Why?

Because they caught your attention. And, as a special bonus, if you're remembering that restaurant email and seeing it in your mind, then congrats to their marketing team.

Marketing website articles and blogs scream the value of email marketing, despite the many *feelings* about its use.

In an article by SearchCRM, David Hallerman, Senior Analyst with New York-based consultancy eMarkers says, small and midsized businesses (SMBs) stand to benefit the most from email marketing because they have an opportunity to make real connections with customers and email's low-cost levels the field against larger corporations marketing efforts.

The "real connection" that Mr. Hallerman is talking about can come from just one email.

There are a multitude of email marketing services. We've looked into ExactTarget. They seem to have an angle on creating value for a myriad of customers. I also liked some of the company blogs. As a blogger, they won my heart with that one. My point is you can use someone like ExactTarget and they'll do a great job. But, it doesn't take that kind of commitment.

Just by discreetingly asking key customers to sign up for a appetizer coupon with an email address will force you to start gathering email address. A simple group email using whatever mail program you have (be sure to send BCC for privacy) and a clever-worded paragraph will help you catch the attention you're looking for.

- Have you started a simple email marketing program? Post a comment and tell us more.
- Have you been using an email marketing company? Post a comment and write a review.