by Mar Junge

There are three essential components of email marketing. First, you must create a Community of prospects (or readers). Next, according to email marketing guru Seth Godin, the Content you send must be anticipated, relevant, and personal. Finally, you must include some type of Commercial message (asking for an order, link to an offer, etc.) to realize the best ROI from your efforts. Here are some tips to get you started:

1. Collect email addresses to start your own COMMUNITY
Building your database of email addresses is easy. Start by scouring your Rolodex for business cards with names and email addresses. Put a form on your website to encourage people to join your mailing list. Collect names and email addresses any time you interact with your customers or attend an industry event. Be sure your email delivery software includes the "refer-a-friend" feature and watch your list grow like a beanstalk. And remember that it is illegal to send unsolicited email. Be sure to include "opt-out" links to let your addressees easily remove themselves from your list. And if you're using bulk email, you must include a physical mailing address. Bottom line, sending to a smaller, more personal list of prospects that actually want to read what you have to say is better than broadcasting your message to a large list of strangers who resent the intrusion, delete your message, or worse, get you blacklisted for spamming.

2. Deliver fresh and relevant CONTENT
What's your ultimate goal? To strengthen relationships with existing customers or build new ones? To establish yourself as the authority? To sell a specific product or increase attendance at an event? Keep your primary purpose in mind when you write your emails. Then be sure to track WHO opened your emails and WHAT they clicked on. Use this data to modify future content. Be sure to include simple surveys, especially the kind where customers only have to hit the "reply" button to tell you what they think. (Give them a chance and you'll find your customers appreciate being able to express their opinions.) Next, make a list of all the topics about which your customers want more information. For example, you can send emails with special promotions, profiles of key sales people, company announcements and events, holiday updates, application stories and more.

3. Include an element of COMMERCE
Professional speakers usually have material available for purchase at the back of the room and make a plug for their books, reports, etc. at the end of their presentation. While there's no obligation to buy, the audience should at least have the option to invest in materials that complement the speaker's topic. Likewise, there's no shame in offering relevant products for sale in your email. Or directing the recipient to your website with a link to a special offer. After all, without sales, you won't be in business for long.

Email messages that are relevant, interesting, and include a bit of personality help build strong customer relationships. Follow the three C's and email marketing success will be yours.