Laying the Groundwork for Email Marketing

In a recent post we looked at how you should identify the top 20% of your customer base, and then treat them like VIP customers in your email marketing strategy.

So how do you approach the development of this strategy?

Think Creative

It's time to get creative. Think about how you've served the needs of this top 20%. Think about how you have been creative in solving their problems.

Then write up a case study of each successful project. Pick something you can be proud of, and detail it as a success story. If you can, ask for testimonials from happy clients.

Keep a Record

Keep a log or diary of successful techniques you have used, articles you have read that have improved your delivery, and any client questions or problems you find yourself answering repeatedly.

Meet The Press

Begin to court the press. Journalists often frequent chat rooms and forums. Get in there and start talking about your company and answering questions. Get out to the local press and present your firm as a solver of business problems. If you have contacts or colleagues in the know, ask for details about anyone they know in trade publications, and start to play the game. Write letters to magazines, attend shows and events. Get used to representing your firm in the media.

Be a Winner

If there are any competitions in your field that you can enter because you have the ability, do it. Even if the world at large might not think a win for "best T-shirt design" is Earth-shattering news, let people know about it. Everything that keeps your name in people's minds is helpful. Winners do business.

As you develop these items over time, you are assembling a library of resources that you will be able to draw on in your email marketing efforts -- questions you can answer and stories you can tell that will connect with your audience. Keep a record of what you have developed, ready for use when you need it.

This is basic groundwork to make sure that your email messages contain something of value. Next we'll look at delivering on the strategy.