As the owner of an advertising agency I am constantly amazed how many businesses fail to do the simplest things that could help improve their bottom lines.

One of the most glaring deficiencies is the failure to collect email addresses.

Most businesses depend on foot traffic for the majority of their sales. People come to the counter, pay for their products or meals, giving you a golden opportunity to collect their email address. If your business does $300,000/year, and your average sale is $30, you've 10,000 chances to collect email addresses a year! Why waste that?

Getting Started!

Many companies have the traditional clipboard at the counter. Smart companies incentivize shoppers to share their email addresses. Specialized coupons or small premiums work best. For example, if you are a restaurant, offer a large cookie, or brownie, or some other goodie. A jewelry store might offer a '$20 off your next purchase of $100' type coupon. The trick to making these promotions work is to make the coupon or premium only available by surrendering an email address and asking every patron if they would like to participate.

You may be thinking, I can't afford to do that! The truth is, you can't afford not to!

If you currently have a web site, ask your designer about integrating a sign up feature on your site. If you don't have a web site, you know you should!

Once you have collected 500 or so email addresses, it's time to take the next step.

Going Forward!

Next, you need an email management tool. Because your internet connectivity provider doubtless prohibits mass emails from your account, you should subscribe to an online service.

Powerful email campaign management software is available online, with most companies offering free services for small lists or free introductory offers. Some sites to consider:

ActiveCampaign.com
Campaigner.com
ConstantContact.com
iContact.com
MailChimp.com

These sites offer email list management tools, and a whole array of services. Things like:

A/B Split Testing: The ability to test which day of the week, or which email subject titles would receive the most action.

Autoresponders: The ability to create and schedule automated messages to your customer base.

Dynamic Content: Allows your email messages to be customized according to customer interests or location, etc.

Merge Features: Want to individually address each email? Most of the services provide that!

Platform Previews: This tool will let you see how your email message will look when delivered by various popular email programs.

Templates: Select from thousands of pre-designed easy to use templates to make your email message look sharp!

Some of the services will seamlessly integrate with other software you use, like CRMs, CMSs, and shopping carts. And, most will offer several additional services, such as social media management, etc.

If you find all this information confusing, take it one step at a time. You can do it. If you are prone to put it off, don't. As more and more businesses adopt the strategy, your message will again be diminished by the sheer volume of competing emails. Get in now and stay ahead of the competition. If you need help, call an advertising agency that specializes in electronic media.

Carpe Diem!