by Michael R. Hough
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The best application for e-mail marketing
is to communicate with existing customers/prospects rather
than troll for new prospects. Spamming is a no-no.
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To develop a quality e-mail list, follow the
rules regarding permission marketing/opt-in.
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Drive traffic to your web site – put the URL
first on everything including ads, direct mail, etc. Bribe
them to go there, such as offering "15 E-Marketing Tips for
Trade Shows."
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Link your Web site with as many relevant sites
as possible, such as exhibitors.
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Do not make visitors navigate through your
association or corporate site to get info on a specific show
– point them directly to the show’s home page. In fact, use
a unique URL to bring them right to a targeted page.
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Avoid complex graphics and other "flash" that
tend to increase download time. Aim for no more than 12 seconds
download on a 56K dialup system.
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Establish a well-thought-out privacy policy
and apply it consistently. Always offer a way to opt-out (that
is, to say they do not wish to receive any further e-mails
from you). Acknowledge this request by sending a "sorry to
lose you message."
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Understand how to use search engines effectively,
but do not pay for preferred position.
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Be careful with the Subject line of any e-mail
you send out. Certain words (such as FREE) may get your message
bounced as spam. Mention the name of your show plus promise
a benefit (such as 128 Innovative Products at Widget Expo).
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Personalize the e-mail from a real person
(Jane Smith, Vice President) rather than from Marketing Department,
Widget Expo. Also, embed personalization within the e-mail
text (such as Dear Jane Doe and mention her firm name).
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Say right up front – "Here is the information
you requested about Widget Expo." Put your best sales pitch
in the first sentence (many recipients will be using a form
of page preview).
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Never use rich media (audio and/or
video) within the e-mail -- link to a rich media web page.
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Keep the e-mail short -- no more than one
screen and never include an attachment. Link to pages
on your web site to give them more information.
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Don’t look like a spammer – keep your tone
friendly and informative. Avoid overblown (hyped) language.
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Finally, keep your e-mail prospect list clean.
Send a post card cleaner twice a year. Plus, collect every
bounced message and either correct the address or delete it.
