Why You Need an E-mail Strategy.

Now more than ever, it’s critical to leverage this medium to your advantage.

Develop an E-mail strategy that circles the globeRemember the day you received your first e-mail?

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:

1Control your e-mail software—don’t let it control you!
 Have you ever noticed that you get more work done when your e-mail application isn’t running?  When Outlook is running on my PC, each new email can be a serious distraction.  Leaving your email running can turn your day into a series of constant interruptions.

So, rather than leaving e-mail running all day, set definite times to manage your e-mail.  Before firing up Outlook or Eudora in the morning, jot down the tasks you want to focus on first.  Why?  Because we have a tendency to let e-mail manage our time, instead of the other way around.  On my most productive days, I’ve found it useful to open up Outlook only once during mid-morning, and then again toward the end of the day.  I’m still able to communicate with people, and if someone wants an immediate response, there’s always the telephone.

A different approach might work better for you.   But it’s important that you have a plan and a strategy so that you’re in control of your schedule.

2Declare war on SPAM.
 Unsolicited Bulk E-Mail, AKA SPAMSPAM is unsolicited bulk e-mail—commercial messages sent in bulk from people you don’t know.  Call it what you will, spam is a colossal waste of company time.  Think of it:  if each of your employees and coworkers spends only five minutes per day reviewing and deleting junk e-mail messages, how many hours will your business lose over the course of a year?  A business with only four employees would lose a minimum of 21 hours worth of productivity!  So killing spam should be a key part of your overall e-mail strategy.

PC-based spam blockers built into email apps are helpful.  But a better approach is to install spam blocking software on your e-mail server.  This prevents most spam from ever arriving in your inbox.  What’s more, it reduces traffic on your network.  So everybody wins—except the spammers.  These server-based spam blockers come in several flavors:

    1. Context-based blockers.  SpamAssassin, for example, reads every e-mail word-for-word, searching for word patterns that identify them as garbage.  You can tweak its sensitivity by monitoring messages it flags as spam.  Once you’re comfortable with its accuracy, you can instruct SpamAssassin to automatically delete the offending e-mails.
    2. Sender-aware blockers.  These focus on where the e-mails came from.  For example, SpamHaus.com offers up-to-date blacklists which your e-mail server can use to identify junk mail:  E-mails arriving from senders on the blacklist, are automatically deleted.  But e-mails from people you’ve flagged as trustworthy (ie., whitelisted) are routed to your inbox.
    3. Identity-restricting blockers.  These spam blockers send “who are you?” e-mails to unknown senders, requiring them to register before any of their e-mails get delivered.  And they give you the ability to decide whether you want to continue receiving e-mails from the sender.

No spam filters are foolproof, but they’re worth the effort and expense.  Consider this:  if you can cut that 5-minute-per-day spam volume in half, you’ll save your company hours of productive time per employee each year.  ($600 per year for an average small business with a staff of four.)  

3Should your e-mail strategy include housing your own e-mail server?
  E-mail is faster than snail-mailAlthough setting up an in-house mail server can be challenging, the investment can pay for itself many times over.  And it doesn’t have to be expensive.  Of course, the big-name vendors would love to sell you their solutions.  But you can install open source solutions on much more modest equipment–for a lot less money.   Depending on your company’s size, bringing your e-mail server in-house can reduce your costs significantly.

Consider some of the advantages of hosting your own e-mail server:

  • You—not the hosting company—control naming conventions for your e-mail accounts.
  • There are no limits on the number of accounts you can set up.  You can create public and private e-mail addresses for each employee.  You’re free to set up separate accounts for each department.  Or, you can set up group mailboxes that can be monitored by multiple recipients.
  • There aren’t any space quotas (unless you decide to set them).
  • Create custom mailing lists to reach different groups of customers, vendors and employees by sending e-mails to a single address.  You’ll save time by not having to collect, copy and paste e-mail addresses into outbound e-mails.
  • Access your e-mail from anywhere—using built-in web enabled software.
  • You can tweak and fine-tune your spam control settings.
  • Greater privacy for mail hosted on your own server versus free-mail servers.  When you own your mail server, you own the e-mail content on that server.
  • Since you own the e-mail server, you won’t be forking out monthly fees for every mailbox, mailing list and account you set up.

Some might hesitate to host their own e-mail server for fear of the maintenance that will be required.  But after installation, e-mail servers sit there quietly, doing their job day in and day out with very little maintenance.  We’ve left ours running for months without ever touching or rebooting it.

Use e-mail to promote your business.

1Carefully 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?

Examples of e-mail addresses

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.  

2Dress 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.

3Use 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.

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