Hitting the e-mail inbox
E-MAIL CAN BE AN EFFECTIVE marketing tool and help your return on investment (ROI), and all it takes is building a list and converting those e-mail addresses to customers.
"It's important to ask for their e-mail address, that's how you build your list. You can ask for the e-mail address with a service or sales call, at events and meetings, and in your e-mail signature," says Ron Cates of Constant Contact. "Some businesses with brick-and-mortar locations even use an in-store guest book."
When should you send your e-mails? According to the most recent information, your audience is most likely to read your e-mail on Tuesday or Wednesday between 10:30 a.m. and 1:30 p.m. Subject lines are also important, and the shorter the better. "The key is to leave the readers wanting more," Cates concludes. —Mike Anson