E-Mail Marketing: Boon or Bane?, Jack Burke

I recently received an e-mail from an insurance producer asking, "How is e-mail being used as a marketing tool? Is it successful?" Now there's a short question with a potentially long answer that definitely got me thinking. In fact, I initially started writing about cost and result comparisons between regular mail marketing versus e-mail. However, the reality is that each can be successfully implemented in its own right with its own unique cost and return variables. So let's look at e-mail independent of any other type of marketing. What are some of the ways you can utilize it and what might you expect in return?

Let's start with the basics. I recently had access to a database of agencies that were members of a singular group. Approximately 20% did not have e-mail addresses listed. Due to the unique nature of this group, I don't believe the lack of addresses was a failure to collect and input the data. I believe these people did not have business e-mail addresses. So the first step is to have e-mail.

Then begin collecting e-mail addresses. If you don't have them, you can't contact them. Every contact should be an opportunity to ask for their e-mail. This is critical, because it is the only true, direct line of communication that exists. Telephones have gate keepers, as does mail call. E-mail goes direct to the source.

A factor which I find surprising relates to the number of people in business that have a company web site, yet utilize AOL and other such portals for their e-mail address.

Ideally you have a web site that is based on your name, ours is "soundmarketing.com" - the same name as the company. Why would I want to send and receive e-mail under the name of AOL or Earthlink? Why would I want to advertise them, as opposed to my own company? As subliminal as it may be, every e-mail correspondence where the mail is managed through your own web site is direct advertising for your company--and the directions to your web site. For instance, through our Sound Marketing web site I manage personal mail accounts under several different names. Each is its own advertisement, as well as a contact address.

If you travel a lot, it may pay to have a worldwide access address like AOL where you can dial into an 800#. But use it only for access. Program the mail manager to use AOL, for example, to check your regular e-mail accounts that might not have 800# access to the ISP.

Moving on, have you set up "signatures" for your e-mail? This is a perfect and automatic opportunity to mention other services and provide complete contact information. I use about half a dozen and set them up to be added to by e-mails on a random basis. Each one concentrates on a different facet of your business and serve as continual reminders to our clients and prospects about the varied services we offer. They also provide phone numbers, fax #s andsnail mail addresses for contact by any means possible.

The next step, as in direct mail, is to look at your actual correspondence. Do you strictly reply to messages sent and send business-related questions? In other words, do you operate under the old Dragnet motto, "Just the facts, please."? At least once per month, I like to browse through my e-mail address book. When I see someone I haven't corresponded with in a while, I send them a cheery little note: "Hi, just wanted to let you know that I was thinking about you today. Hope all goes well with both your business and personal lives, and I thought it was time to let you know how much we appreciate your friendship and your business. If you need anything, give me a call." It's simple and thoughtful, and it's amazing how much extra business those types of notes generate. So use your e-mail to send an occasional love letter to your clients.