Now more than ever, it’s critical to leverage this medium to your advantage.
I can’t. It almost seems that e-mail has always been there—even though it showed up only recently. Only two decades ago, most folks considered something like e-mail to be cutting-edge technology.
Today, we couldn’t function efficiently without it. E-mail has changed business communication more than any other technology. E-mail allows us to communicate with whole groups of people simultaneously. And, it automatically builds an audit trail when working on important projects.
E-mail is here to stay. But do we regard it more as a blessing, or a burden? The same tool that can speed communication can also reduce productivity. So we need to develop an e-mail strategy that leverages e-mail’s power, without bogging us down.
An E-mail Strategy will Help Control Costs
Here are three techniques you can adopt to minimize the cost of corporate e-mail:
Use e-mail to promote your business.
|1||Carefully consider the address you choose to identify yourself.|
|If you’re serious about growing your business, why not leverage your e-mail address as a marketing tool? It can become a valuable means of telling folks what your company can do for them. Your choice of an e-mail address is at least as important as your choice of phone numbers or domain names.|
Compare the following samples. What impression does each give you about the recipient and the company s/he works for?
What message does your e-mail address convey about you and your company?
While we’re at it, let’s consider the wisdom of using free-mail as your primary e-mail account. The term “Free-mail” describes e-mail accounts you don’t have to pay for. Services such as Hotmail, Gmail, and Yahoo! are just a few of the services which offer them. Mailbox sizes are generous. And many have built-in spam reduction.
So why wouldn’t everyone sign up? Well, consider the cost. Yes, there are costs associated with using free-mail. Because no matter how creative you are, a free-mail address doesn’t carry the same marketing weight as one that’s linked to your web domain. In fact, some spam blockers treat free-mail as spam. So you run the risk of people never receiving your important messages.
|2||Dress up your Signature|
|Every e-mail program lets you insert a pre-defined block of text and graphics at the end of your e-mails. Some folks prefer to simply use their initials or “Sincerely yours.” They’d be better off using a well-crafted signature. Why not take advantage of this capability, and promote your business with every e-mail you send?|
With a little effort, you can change your e-mail signature frequently to advertise special offers and invite customers to upcoming events. Often you can include your company’s logo. You can even insert hyperlinks that drive traffic back to your company’s web page.
|3||Use e-mail to keep in touch with customers and prospects|
|Research proves that the more you stay in contact with your customers and prospects, the greater your sales. Your e-mail strategy should include a schedule for reaching out to them. There is a place for newsletters filled with news your customers and prospects can use.|
Word to the wise: Whenever you launch an e-mail campaign, please be sure to make it easy for folks to unsubscribe. And whenever you receive such a request, please be sure to honor it promptly!
Considering how widely accepted e-mail has become, it’s easy to take it for granted. But successful business people will recognize its importance as a communication vehicle. And they’ll craft an e-mail strategy to make e-mail work for them, and not against them.