Grow Your Biz: From eBay and Beyond

Entrepreneur.com

Written by Gail Goodmanof Entrepreneur.com

Setting up shop on eBay(EBAY Quote), Amazon (AMZN Quote), ProStores and other auction and e-commerce sites is a great way to live the entrepreneurial dream. The problem is you're not alone.

Competition for buyers is fierce in this vast, virtual marketplace. Unless you give customers a reason to return after the initial sale, they may be gone in a click. Once someone finds you and makes a purchase, it's your job to retain that customer for future purchases.

Online or offline, buyer-seller relationships are built on communication and trust. Trust is especially important for people buying on eBay, Amazon, and other portals, where little is known about sellers beyond buyers' comments and ratings.

Here's how to stand out from the pack; email marketing is an easy way for online sellers like you to:
present a credible, professional image;
build a reputation as a trustworthy expert;
differentiate yourself from other online merchants;
keep customers coming back after the initial sale and referring others;
take your auctions or e-business to the next level of success.

Regular email communications that combine both informational and promotional content help you become a trusted seller and resource, so customers remember you the next time they need what you sell. Here's how email marketing can help online sellers grow their businesses inside eBay and beyond.

Take advantage of eBay's free newsletter tool. If you sell on eBay and you're not already using its free email marketing newsletter tool, consider doing so. While eBay doesn't allow sellers direct access to buyers' email addresses, the newsletter tool lets you stay in touch with buyers after the initial sale. The "Sign Up for Store Newsletter" link that you can add to your store home page lets buyers and prospects "opt in" for your email communications.

Send your eBay newsletter subscribers regular promotional and informational content (see tips below). Staying connected to your customers is valuable to the growth of your business. If you don't give buyers a reason to come back to your auction or store, they may not remember where they found that great item when they're ready to buy more like it. Be sure to abide by eBay's Rules for Sellers when engaging in email marketing.

Connect with customers from Amazon, ProStores and other portals. If you expand your business beyond eBay, you may have an opportunity to collect customers' (and potential customers') email addresses and communicate with them directly (with their permission). Some e-commerce portals such as Amazon allow sellers access to buyers' email addresses. This gives you more options to promote your business using email marketing.

Professional email marketing services offer customizable email templates to best represent your business. Some email marketing services also offer a feature that lets you integrate PayPal directly into your email communications. Buyers can "Click to Buy" directly from your newsletter and go straight to the payment page, without first visiting a Web site. This way, email becomes a direct line to sales.

When working with a partner, such as Amazon, abide by their rules and regulations for email address collection and for email marketing in general.

Use email to drive Web site sales. Many eBay sellers also have their own e-commerce Web site. Email marketing is a great way to drive sales to your site. Make sure you are capturing the email addresses of those who visit your site. Even if people haven't bought from you yet, they may be interested enough in your business or products to want to learn more -- and buy from you in the future. An email marketing service gives you a "Join Our Mailing List" box for your homepage that makes it easy for visitors to sign up.

Five Tips for Email Marketing Success

Whether you're selling on eBay, Amazon, other auction or e-commerce portals, or from your own Web site, email marketing is a great way to promote products and stay connected with customers. When done right, email marketing can be a powerful sales driver and a way for you to stand out as an expert seller who cares about customers. And its affordability makes it available to all businesses, no matter how small. Here are some tips to keep in mind as you build your email marketing program.

1. Make your emails interesting. You're an expert in whatever it is that you sell. Share your expertise in an email newsletter with short items like tips about caring for or using your products, answers to frequently asked questions, or customer success stories. Also ask customers to submit their own ideas for newsletter content. Include a mix of promotion (sales and event announcements, coupons, free samples, VIP specials, sneak peeks at new merchandise, etc.) with informational or educational content that's valuable to your readers.

2. Ask permission. Ask buyers for permission to add their names to your email marketing list and offer a way for them to unsubscribe. (It's not just polite -- it's federal law.)

3. Send consistently. Stay in touch with customers and prospects with monthly email marketing promotions and newsletters.

4. Ask for forwards. Happy customers are your best salespeople. They can help build your business through referral sales and viral marketing. Ask them to forward your email to people who may be interested in your products.

5. Archive your newsletter. Make past issues of your communications available on your Web site (or through your email marketing service). Posting your past content can help build your rankings with natural search engine marketing.

These strategies can help share your expertise and encourage repeat business and differentiate your eBay or other e-business.

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