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Table of Contents

Lead Story

Card acquiring:
Banking's forgotten family member?

News

Industry Update

Smart phone, smart payment

Open-loop gift card issuers given reprieve

Congress hammers issuers, acquirers spared

Trustwave alerts hospitality sector

Features

Conference on your desktop

MWAA, a focus on opportunities

PCI unlocks a treasure of security content

ISOMetrics:
Acquiring by the numbers

Selling Prepaid

Prepaid in brief

Virtual card delivers instant rewards

Payroll card market opportunities beckon

Rate this market: African immigrants

Views

VoIP not a secure option

Scott Henry
VeriFone

Bad things happen to good people

Biff Matthews
CardWare International

Education

Street SmartsSM:
Trusty tips for terrific networking

Jon Perry and Vanessa Lang
888QuikRate.com

Margin compression: It's in your hands

Jeff Fortney
Clearent LLC

Elegant e-mail marketing

Daniel Wadleigh
Marketing Consultant

Seven steps to a practical PCI program

Tim Cranny
Panoptic Security Inc.

Company Profile

Sterling Payment Technologies

New Products

Wi-Fi installation simplified

WiFi-in-a-Box
VeriFone

Automatic collections with RDC

Electric Check Processing Plus
CrossCheck Inc.

Comprehensive e-commerce platform

BancRunner
Universal Financial Systems Inc.

Inspiration

Strength in cooperation

Departments

Forum

Resource Guide

Datebook

A Bigger Thing

The Green Sheet Online Edition

June 08, 2009  •  Issue 09:06:01

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Elegant e-mail marketing

By Daniel Wadleigh

Spam is so universally despised, it causes some businesses to steer clear of e-mail marketing entirely. After all, who wants to risk becoming known as an outfit that clogs the Internet with garbage nobody wants to read. But when done well, e-mail marketing can help keep you in the minds of your customers and prospects - in a good way.

Positive, not pushy

Effective e-mail messages must:

Devising a useful e-mail marketing strategy is challenging; some folks even say it's dicey: If you send e-mails too often or seem too demanding, your recipients will soon be hitting the delete button without bothering to open your messages.

This is true even if you're delivering truthful, useful information you are certain would be of benefit to your audience. If you overdo it, the people you want to reach will resist you - mightily.

Monthly, not weekly

I've run across statistics that say if you send an e-mail once a week for four weeks, you will go over the line. You will max-out any good will you may have had - even if you are giving away gold (slight exaggeration to make the point). Any useful advice you offer will be ignored, and if you ask your recipients to spend money in this context, you might even elicit an expletive or two.

However, take heart. Almost everybody understands that people who provide useful information, products and services are in business and need to make a living. Most people are doing some form of marketing themselves, after all. So, how often can you get away with sending e-mails that subtly or not so subtly promote your business? I'd say about once a month.

Short, not labored

Make sure your e-mail messages are informative, and avoid being long-winded. Stick to a few succinct paragraphs, and refer readers to your Web site for more information about the irresistible benefits and affordability of your new widget or service. Let them know this will save them time, grief or money - whatever the case may be for the product or service you're promoting.

Driving prospects to your well-designed Web site is an excellent choice for several reasons:

Friendly, not formal

Use friendly language; choose informality over formality. Ask yourself what you would like to hear if you were in your target customers' shoes. Offer promotions and sales if you're in a position to do so, but do it in a positive, tasteful way that will spur your readers to take the actions you want them to take.

E-mail marketing can help foster loyal customers who frequently refer others to you. The main thing is to not resort to desperate measures. Use common sense, and you should be fine.

Daniel Wadleigh is a veteran marketing consultant in the payments industry. He offers an educational program that is available on a PowerPoint presentation and designed to help ISOs elevate themselves above the competition. For more information, please call him at 512-803-0956.

Notice to readers: These are archived articles. Contact names or information may be out of date. We regret any inconvenience.

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