How To Launch an Email Program
Let's say you're a small business (or even a larger business for that matter), and you've been collecting emails for sometime now, but you've done nothing with them. Now you have a sizable database of email addresses, and you're ready to start sending. How should you proceed?
First of all, you need to consider where and how you collected these email addresses. You need to make sure that you're compliant with the current CAN-SPAM regulations. Were they all truly opt-in? Are these addresses based on some transactional relationship you have with the customer? You need to be sure that you're following the legal regulations in contacting these customers via email.
Once you've cleared that, you'll need to consider how long you've had these addresses. Are these people who signed up months or even years ago, but have not received one email contact from you since signing up? Will they remember that they signed up, or will they view this message as unwanted and unnecessary? If this is the case, you need to make sure that you re-engage the customer effectively.
A great example of this was a recent email I received from my car dealership. This is the first email I've ever received from them; and honestly, I can't tell you when I signed up. However, the introductory email read as follows:
Thank you for being our customer and for taking a moment to read this promotional email. We value your time and truly respect your online privacy. Therefore, we would like your permission to communicate with you by email.
We are introducing our eVIP Program.
We would like to invite you to become an eVIP so you will receive special service, parts and accessory discounts only offered to our eVIP's. Should your vehicle be under a safety recall we could notify you via email very quickly.
Every email we send will allow you to opt-out and stop all future emails from coming to you from our dealership. We are confident you will enjoy the savings and special offers we will be making only to our eVIP's.
If you prefer not to receive any email from us, please click below to be removed.
We appreciate your time and again, thank you for your business!
James Engel
General Manager
Saturn of Columbia - SC
736 Saturn Parkway
Columbia, SC 29212
803-732-6500
This message did a good job addressing my concerns for privacy and that this was not spam, telling me I could opt out of this or any future emails. Even better, the mail showed me the value of being part of the email program, outlining what types of messages and communications I can look forward to as well as my "eVIP" status. This laid an excellent groundwork for future communications.
The last step is the hardest - once you've started, you can't stop. You're setting your customer's expectations that they will receive communications from you, so make sure to stay in touch on a regular basis. If you allow significant time to lapse before communicating with them again via email, then you next "email launch" will not be successful. Much like the boy who cried wolf, people won't pay attention to what you have to say.
