How to Succeed With Email Marketing

The best business comes from current customers. If they already use our services, they are more likely to act on something they see in a newsletter. For example, this month we're showcasing new fall collars and leashes, and we mentioned that it's time to get rid of those smelly summer ones. Customers who see [the announcement] in the newsletter are more likely to pick out a new collar when they pick up their dogs from day care.

The newsletter helps us make sales, and it provides our customers with things that they need or want.

Do you think your newsletter is a success?

Yes. The feedback I receive from my customers helps me understand if what I sent was useful. I also measure results. Reports help me see who reads the newsletter and what sections [customers] like to read. I try my best to send newsletters that hit the mark and contain the information that my customers will find interesting and relevant.

What advice would you like to share with the readers who are just starting their own newsletter campaign?

Make building and managing your email list a priority. Take every opportunity to sign up customers who want to hear from you. That way, those who receive your emails are more likely to open them and use your services.

I would also suggest working with a reputable email marketing provider that offers reporting services. The information you can glean from these reports can help you determine your contacts' interests, the best times to send your newsletters and more. It can also help track bounce-backs and see customers who might not have looked at a newsletter for months at a time, keeping your email list current.