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What are some good ideas for sending e-mail campaigns?

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Sometimes we all sit down in front of the computer to create an e-mail marketing campaign and get stuck. We don’t know where to begin but know we need to because every interesting e-mail reminds our customers why they liked us in the first place. Need just one more article for your newsletter, or a launch point for your first e-mail campaign? Here are five things you can write about today:
  1. Highlight a customer. Always survey customers about how you’re doing. When you get great feedback, reach out to that customer and ask if they’re OK with you promoting them on your site and in e-mail campaigns. Nothing sells your product better than your customers. One VerticalResponse customer, Infopia, does a great job highlighting a “Success Spotlight,” showing how a customer is using its products.
  2. Promote awards and reviews. Have you won an award, gotten a review or been published? Your customers want to know you’re doing well—that businesses they patronize are A-list players. For example, Hand in Hand highlights its “Best of the Bay,” “Best of CitySearch” and “Best Jeweler in San Francisco” awards. People want to do business with the best.
  3. Provide how-to tips. As an expert at what you do, you have knowledge that others want. Create a weekly topic to benefit customers. Make steps short and sweet, with only a taste in e-mail, since you’ll likely want to send them to your site for the rest.
  4. Showcase photos in e-mail. If you host or attend an event and have pictures of customers on YouTube or Flickr, send an e-mail about it. Highlight a few pictures and details, including great conversations. This way, you might get even more people to your next event.
  5. Create campaigns around holidays. Capitalize on any special day you can. There’s still time to do a “Tax Relief” e-mail marketing campaign. Why not give a discount on your products or tell customers you’ll pay their sales tax? Any holiday can be paired with any product or service.
Janine Popick is CEO and the founder of e-mail marketing company VerticalResponse, www.verticalresponse.com.
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