E-mail marketing is a broad term. It means more than sending out a newsletter once a week or month. It does include using newsletters to communicate with your audience, but it’s much more than that.

The key defining characteristic of e-mail marketing is a list. You can’t do it without a list of contact, especially e-mail addresses. Just like the old days of direct marketing, it isn’t possible without a mailing list of names to send out your mailings. But what should you send out when you e-mail your prospects?

It depends.

E-mail marketing encompasses any correspondence you undertake with your mailing list via e-mail. That could be marketing brochures, postcards, newsletters, autoresponders, coupons, or anything that you send by e-mail. The strategy that you use to market your business through e-mail depends on several factors:

• What type of business you have
• Your individual business goals
• The nature of your marketing campaign
• The needs of your customers

The best parts of e-mail marketing fit in with your overall marketing strategy. Everything should work together. E-mail marketing is a necessary component to online marketing because an e-mail address, like mailing addresses, is something that most of your prospects - no matter what business you are in - have. People read their e-mail and they especially read e-mail that comes from people they want to receive e-mail from. That’s why getting permission is so important in e-mail marketing. You know that if you have permission to send e-mail marketing messages then people will read them. And that’s why e-mail marketing is so powerful.

Have you hit a blogging wall? Out of ideas? Not comfortable with writing in general? You’re not alone. Small businesses have plenty to do–online and elsewhere–and we tend to avoid something that “feels like work.” There is another way around this dilemma and generate an online presence that’s beneficial to you.

How? By visiting other blogs and leaving comments. You’re networking, passing along helpful tid-bits in much smaller writing quantities than blogging yourself, and leaving a trail back to your site. Smart, huh?

First, you have to find relevant blogs and website content to comment about. You do this by creating Google Alerts. Take your keywords and keyword phrases and visit Google Alerts and set up an account. Google will send you email updates on when anyone writes about the keywords you listed. Google Alerts will list newspaper and magazine articles, television and radio announcements and recaps of shows in which those topics are discussed, and it will also list blogs that mention the words you listed.

When your email box fills up with Google Alerts, you’ll feel a little overwhelmed at first. That’s okay, it’s worth it to start reading. The online world has just opened up to you. You will literally see how relevant your topic is. You’ll be able to start to track who’s hot, which keyword/topic phrase generates the most hits, who your competition is and who you should be networking with. In the beginning, you need to dedicate some time every day, or a large chunk of time once a week to begin to gather information and know who’s out there and who is making it happen on the Internet.

Create a folder of the best Google Alerts and save the ones you want to get to know.
Follow your gut reaction and visit the blogs or articles that pique your interest. Did you know that you can leave comments on many newspaper and magazine sites as well? You can, and they get read by thousands, and get indexed well because these companies have the money to spend to get that valuable SEO (search engine optimization) placement needed to get noticed online.

Next, leave a comment–and not just “Fantastic!” That won’t get you much. Leave a couple of sentences that actually has to do with the subject they wrote about. Comment about something they said, specifically. Add to the conversation–in a friendly tone. Don’t sound like a know-it-all. Sound humble. Sound generally interested. Sound like you know what you’re talking about and you’re glad to be a part of scene, but you’re not taking over. Sound nice.

How? Tell them something they said or did right. Tell them you like their blog and their content is good. Leave one or two small bits of info that’s helpful. You can even politely disagree or offer another opinon, but do it respectful. You can even comment about another comment, which can create a conversation. At first, keep it simple and get used to the system. Your goal is to make connections, get known, and quietly point someone your way. At the end, sign your name, and under it leave your website, and that’s it.

Can you link back to your website within the body of your blog comment? Yes, but don’t go heavy handed, and only if it’s not really relevant. But sometimes it really is relevant. You have content on your site or blog that adds to the conversation–then go for it.

Chances are, the blogger/owner of the site is going to come over and check you out. They do–a lot of the time. Be sure to respond, say thanks for stopping by. This is n’etiquette. People online like to know their effort isn’t going unnoticed.

It might even lead to a guest blog. If you like someone else’s style, invite them to guest blog on your site–or you guest blog on theirs. This gives you fresh content, and it also does something else that’s really cool. They’ll advertize it on their site, and their readers will come over to your site. Cool. If you do decide to guest blog, or ask for another blogger to guest on yours, talk about how to handle links and promoting ahead of time so that everyone’s on the same page.

Another great way to build an online relationship with another blogger is to request to use their content on your site. Ask ahead of time. Tell them that you really like their blog on X, and can you quote part of it and link to their site. Nine times out of ten they’ll say yes because you asked ahead of time, complimented their work, and will attribute them.

Commenting is so smart and so easy. Three to four sentences on other blogs allows you to respond to a topic already generated, network, get your name out there, and build an online presence. The old adage, “Work smarter, not harder” definitely applies.

Emails are the number one feature used by people who own or work on computers. Even more than surfing the web, email is a simple and effective online tool. The key for small businesses is to maximize how they use emails and e-newsletters–and the first step is to make sure your emails get read.

Email layouts are crucial now. You’re competing with so many other emails that the best way to stand out is to have a brand look that is professional and delivers the message of who you are and what you have to offer–every time.

Using quadrants and columns are a great way to present information that allows your viewers to digest your message in bite-size pieces. But don’t stop there. Images, also referred to as graphic files add a finesse to your email.

Want to use a logo that’s a graphic or a photograph? Turn it into a JPeg, (or JPG), a GIF, or a PNG. These are the easiest graphic files for a computer to store. Be sure to keep your file size down to 50K. Keep your resolution down to 72 dpi–or 300 if your email or e-newsletter will be printed.

Remember not to embed your images in your email as a file or attached file. Why? Because you’ll wind up in junk email folders. Instead, create an image reference line of HTML. Another way to handle this is by using your ESP (email service provider). You can store your images on the server and upload them as needed.

Speaking of HTML, make sure your text is written in HTML, but sent in plain text. Sounds crazy, I’ll give you that, but an email that’s doesn’t have HTML design elements is going to come off stilted–boring and difficult to read. But most emails come in plain text so that various computer speeds can read the emails easily.

The rest is common sense:

Emails and email newsletters are still the best way to reach your viewers. Do all emails get read? We all know the answer to that–but if your email is a pleasure to look at, easy to read, and contains great content, then yours is likely to be marked “read.”

All of us get business emails. Typically, they come in plain text and we convert them so we can read them easier. Colors, images, and text come in place. We orient our eyes and scan the boxes and rectangles that hold bite-size pieces of information. We figure out what the email is about–what they’re offering, teaching, providing–and we do this effortlessly. Within seconds we decide–save the email, click through, order, or delete…

It only takes seconds to scan a good email, and at any time you could lose your audience, or you could glean a connection or a sale. Email layouts make this entire process easier, more efficient, and hopefully more effective.

Ever heard of heat maps? EyeTracking.com, FaceLAB.com, and Eyetools.com are just some of the tools used to track eye movements, pupil size, eyebrow and other facial changes that occur when people view online sites, landing pages, and emails. Major companies have utilized this innovation and have improved their connections and sales dramatically. What these tools have shown is that there’s a pattern to how we view online material, and the basics, such as user-friendly layouts can be used by anyone to optimize their site and increase sales.

Great Email Layouts Include quadrants that make it easy for the reader’s eye to follow.

Viewers usually start in the left hand upper quadrant, then go one of two ways–straight across, or straight down. The bottom right quadrant is always last. So make sure that your most important message or content is in the left upper quadrant.

What makes a viewer go across–or down? It depends on what you have anchored. A good visual is more appealing than text, usually, so if you have something important to say, consider using a graphic to accompany it.

You don’t have to divide your email into exact quadrants. I also get rectangles across the top or down the left side, (so that you are forced to read straight across) as well as other configurations. Figure out which layout you like by checking out other business emails, e-newsletters, and websites. Determine what goes best with your message.

Most important: Get a look, (colors, layout, graphics) a logo, a name, and identifiable contact information and stick with it. This is branding in a nutshell. Make sure that this information is always in your left-upper section/quadrant.

Your next most important task is to deliver something. Let your viewers know what this email, landing page, website is all about. If it’s an email or e-newsletter, make sure it’s in the subject line. Mention it again within the body of the email and make sure it’s near the top where the eyes tend to land. Be clear about what you want them to do–click through, call, learn about a promotion or a sale, inform them of something important to read or know about a product or service update are all important messages you want your viewers to know about.

Make sure you reference the purpose of this email in that left hand quadrant and tell them where to go to retrieve it. Give them a place to click or tell them where this information is listed within the body of the email or on your website. Make it easy for your viewers and don’t bury it in too much text.

These simple techniques make your email, e-newsletter, and even your website viewer friendly. Don’t you enjoy getting an email from a trusted business that you appreciate and respect? When you open that email you know what to expect–quality services or products and helpful information. You trust them to deliver good content again and again. Don’t you want your emails and your website to be anticipated?

Some people Twitter. Others are on Facebook or LinkedIn, but did you know that 88% of all Internet users in the U.S. regularly use email? (UCLA Center for Communication Policy survey, 2001). I can only imagine that number has increased in the past few years. When you think about it, email is the feature most used on a computer. That’s why it’s the best way to contact your small business clients and business associates.

Building a house email list is smart step. Email subscribers want your email, so you’ve jumped over the first hurdle–being opened and actually read. Consider using email marketing programs such as
Constant Contact, Vertical Response, iContact, Relenta, Mailing-Manager, or Campaigner. Any of these programs will help you manage your subscriber database and create emails that are succinct and likely to be read, as well as help you create emails, marketing campaigns, and create autoresponders and the help you publish RSS feeds.

But don’t drive them crazy. Everyone’s inboxes are inundated with emails, and if you don’t do it right, you’ll be deleted before you ever get read.

The best way to avoid email delete?
Fill out the subject line and say exactly what the email is about.
Clarity. Brevity. Two words that make email readers smile.

Keep your emails short. Shoot for no more than two paragraphs. Or one paragraph and 3-5 bullet points. Start with an opening line or two stating what you want.

What do you want? Never send an email without asking yourself that question–and then making sure you answered it–before you press “send.”

Ask a question. Announce an event, promotion, or improvement. Ask for something you need. Say thank you. Plan a get together. Say it early and don’t bury it deep in a paragraph.

Leave lots of white space. Like I’m doing here. This is the easier way for a reader to peruse your email and let their eye fall to what’s important.

Use your English skills. Emails aren’t text messages, and you’re not 14, so spell things out–and run spell check. Strive to sound warm (not mechanical) and professional.

Expect some things to be misunderstood. It’s hard to read “tone” in an email so try to be clear. Sarcasm, humor, and frustration can easily be misread. If you think something you would write in an email could be misconstrued, then pick up the phone and call them.

Take the time to be nice. A little chit-chat might be necessary to build a relationship, especially with new customers. Remember to say thank you, please, and I’ll get back to you soon. And keep your word–as hard as it is to answer all your emails, prioritize them and respond properly–and when you can’t meet a deadline, let someone know.

Use an email signature to end your email, and always list your telephone number and website.

Yes, we all get too many emails, but no one minds the timely email that delivers needed information. Emailing your small business customers is still the best way to stay in touch.

Keeping your customers satisfied in these economically hard times is the smartest investment of your time and efforts. As a small business, you are in a unique position–you can show you care. Larger businesses don’t have the one-to-one relationship you do. Now is the time to think about your customer’s needs and take the time to reconnect.

Four Keys to Connecting With Your Customers:

1. Send an email or pick up the phone. If you have clients you’ve known for years, now is the time to check on them. Don’t solicit new work. Ask if how they’re doing, and if they’re satisfied with your product or service. Take the time to listen. If they’ve recently been laid off, they might appreciate someone who lets them vent for a few minutes. This is about support and connection. Ask if there’s anything you can do to provide them better service. It’s much harder to let a service go if there’s a strong connection.

2. Redefine Your Focus. It’s time to get really good at what you’re good at. By that I mean, let go of what isn’t working. It’s time to streamline. Upgrade, update, and become relavant to the new market. What’s in? For some businesses, it’s all about going green. For other businesses, it’s on specializing. Find out what’s relevant for you.

3. Join forces. Partnerships just make sense. You have products, services, and business goals in common and complimentary to other businesses. You might find them in your own or nearby community, or you might find them online as you blog, do keyword searches, or on a forum. Get to know them and find out what’s working and where you can join forces. When forming a partnership, be clear. Know what you have to give, and what you expect in return. Start small and build. Trust is built one rung at a time.

4. Get active on the ‘Net. It’s time to shore up holes in the wall. You may not be booming with new customers, so when you’re not, use your time to finish your web pages, adding content, keywords and links to every page. Consider your next online step. Start with direct customer interaction. Consider an e-newsletter, or regular emails with coupons, discounts, and helpful how-to hints.

Yes, these are economically challenging times, but don’t lose heart. Many economic gurus believe that small businesses will come out on top when it’s all said and done. It requires a crazy mix of taking one day at a time and having a really solid game plan. Connecting with your customers might just be the determining factor–so be consistent, call or email. Be of help, and do all you can to keep your small businesses name on your customer’s mind for all the right reasons.

Planning an online event to promote your small business and small business website is much like planning any event–start early, pay attention to details–and deliver.
Nothing gets your name out there by generating a buzz. Contests, discounts and online promotions are a great way to reach the public.

Planning a Big Event:

Real world promotions allow you to promote your contest or other event at your brick-and-mortar store and in your own community. Call the local paper (circulations) or radio, hand out flyers with every purchase, post them in business windows, or create a banner for the outside of your store–and don’t forget to cross promote with other community businesses.

Online promotions cover the rest–create an e-news release (basically a press release), promote it on your website and ask if you can promote it on other websites. Use your email list or e-newsletter to get the word out, and be sure to promote it on your blog and blogs you visit.

This is what social media is for! List your contest, discounts, and other promotional events on Facebook, MySpace, LinkedIn, Twitter, and all of your social networks. Encourage others to pass it along.

Don’t forget there are internet radio, streaming video, podcasts, and YouTube, as well as chat rooms, forums, and websites that focus on nothing but contests and discounts. Check out ContestHound.com, ContestAlley.com and ContestGuides.com. Don’t forget to list it on local internet directories and community calendar sites.

Have you ever planned an in-store event that went really well?
Can you repeat that success online? What do your customers seem to respond to?

Look for partners.
Could you barter with another company for a prize?

Could you offer your services or products to a bed and breakfast in exchange for a free weekend get away as your grand prize? Prizes are important, so don’t be stingy. Be the talk of the town.

The more you solicit other company’s involvement, the more you gather in terms of audience and prizes. Cross promotion means that these other companies will utilize their email lists, mailing lists, and word of mouth–getting the word out to customers you might not have been able to access.

Include audience interaction. Contests should be more than putting your “name into the hat.” Include a trivia question, a short essay (for the grand prize), a photograph they have to submit–something that gets people involved.

Consider inviting a local celebrity. Newscasters, the mayor, a local sports celebrity can really draw a crowd. Include a charitable element in with your promotional efforts. Let any prize or raffle money go toward a charity and you’re helping out a worthy cause both in monetary terms and giving them a chance to share their message.

Keep your word. Nothing is worse than not hearing back on the advertised date. Let everyone know who won and make a big deal about it. Post their picture, a quote–people like to see themselves and they’ll tell everyone they know to visit your website.

Promotional activities generate excitement and should always list your website, logo, email, and contact information. Take the time to prepare–and follow through with delivery, and you’ll see site traffic that gives you and your small business much needed exposure.

People tend to avoid working on anything they’re not good at, so many online marketing tools are never utilized by small businesses. Everyone has a different list of what makes them squirm. Perhaps you avoid writing press releases because you’re not sure you’re doing it right, whereas another small business ignores blogging or writing an e-newsletter even though their business lends itself to this great online strategy.

What if there were a way to make these and other online marketing tasks easier?
What if there were a form or a template that you simply fill out and upload?
What if you could enjoy the satisfaction of knowing you had accomplished something you’ve been putting off for months, if not years–and now you know it’s not that difficult at all?

Online templates are an easy and effective way to break down those marketing mountains into manageable mole hills. There are a variety of templates available for web development and your online marketing strategy.

You can download templates for:

• Email form letters
• Promotional emails
• Office documents such as stationary and invoices
• Press kits
• Web site registration and registration report
• Web site linkage report
• News or press releases
• Blogging and other web postings
• E-newsletters
• Chat room discussions
• Webinars and workshops
• Syndicated articles
• Online purchasing

It will take time and effort to find the templates you like the best and create your files, but consider this an important component of setting up your business. Having these online templates can not only benefit your online presence, but these will also be a valuable tool for your brick and mortar stores as well. And if you don’t find one that suits you, you can even design your own.

There are many companies that offer template choices, and you can download many of these templates or purchase them as part of a larger software package. Do your initial homework and consider an ala carte method of gathering the best templates that work for your small business. Start with Microsoft.com and then take the time to explore a few others such as, InternetMarketingWeb.com, 40ArticleWritingTemplates.com, and Sparklist.com.

Templates help ease you into difficult marketing tasks, and they work.
If you choose not to spend your marketing dollars hiring outside professionals, don’t give up. Get a cup of coffee, take a deep breath, and pick an easy template.

You’ll find that templates make a daunting task doable, and before long, your small business will reap big benefits.

In science, it’s call the carrying capacity. When a species multiplies to a certain level, it tops out its resources of food and territory. After that, the population plateaus, and can even decline.
I think that’s what has happened in the world of email. Most of us have an overflowing inbox.
While email is still a smart small business marketing tool, it’s time to make sure you have something to offer before you press “Send.”

A few years ago, it was exciting to hear “You’ve Got Mail.” Now, with blackberries dinging every two seconds, most of us have to spend a good day once every two weeks just catching up on emails.

Email Do’s and Better Not’s:

• State the purpose of the email in the subject line—and deliver in the first sentence or two. Keep those sentences short. Even if your email is deleted, they should know what it’s about without opening it.
• Make sure there’s “white space” around your words. Create emails that are easy to glance at—even if you happen to talking on the phone and reading a file at the same time. Use bullet point when possible.
• If it’s a reply, respond quickly (within 48 hours, if possible). People are sensitive about being email ignored.
• Answer their questions. It’s a sign of respect, and no one’s got time to ask something twice.
• Address them personally when appropriate—you’ll be much more likely to receive a personal response (such as an order!)
• Avoid attachments, if possible. It’s better to direct them to your website to download a large file.
• Lay off the high priority exclamation point. If it’s that time sensitive, pick up the phone.
• Don’t CAPITALIZE. It’s considered shouting.
• It’s okay to add a disclaimer. The disclaimer stating that you have checked for viruses makes some feel a little more at ease.
• Reread your email before you press send. Take the time to spell and grammar check. It’s less embarrassing than having to resend to correct a major faux pas.
• Reply to All should not be overused, even for promotional purposes.
• No emoticons. Your business isn’t the place for a bouncing happy face.
• Don’t do a “Request Receipt.” People don’t want to feel pressured to read your email and respond immediately.
• Don’t overdo the bc or cc. field. People don’t like their email addresses shared.
• Email discounts, contests, helpful hints, e-newsletters in a consistent manner.
• Use that e-signature at the end so that viewers are encouraged to check out your website.
• Do state if your emails can be forwarded. Your goal is to get your name out there.
• Last, don’t abuse your email address privileges. Only send your e-viewers relevant business related information, but keep your tone business-casual and inviting.

Small business marketing is about connections. A short, relevant email offers something new and respects other’s time.

Want an easy way to direct your clients and potential clients to your website?
Try an email signature, also referred to as an e-signature.

An email signature is an automatic way to sign all your e-correspondents (clients, personal friends, new contacts, a paid email list)that contains vital information about you, your company, what you have to offer, and how to find you.

An email signature can contain any of the following:

• An e-signature that lis a particular font. it can ook like a hand signature (don’t worry, it can’t be used for legal signing purposes) or it could be the font that you use for your company’s logo
• A link to your website,
• A photo or avatar of your business (with a link to your any online sales avenue),
• A marketing message, if appropriate–this could be a quote or endorsement, a discount, or even advertising an upcoming event or tele-seminar
• Other pertinent information such as address, phone, or fax

There are several ways to create an email signature
You can use MS Outlook, Outlook Express, or several email services such as Hotmail, but investigate your different options because some programs offer more flexibility than others
You can even have more than one email signatures to address different sectors–business and informal, for example

How to Create an Email Signature (in MS Outlook or Outlook Express)
• Go to Tools and select Options
• Click on the Format tab
• Scroll down to “signature picker” –here you can add, change, or delete signatures
• Create what you like, save it and “name it” if you choose to have more than one
• You can choose one as a default

The reason why e-signatures are such an effective marketing tool is that it’s basically free and easy to set up, and it makes you and your small business more accessible. Most email viewers interest are piqued by a visual component or if there’s a promotion—an upcoming holiday discount, the announcement of a free tele-seminar. This simple way to sign your emails can be the easiest way for people to follow that lead—and find themselves on your website, placing an order, or making a call.

A few helpful hints for creating that perfect E-signature:

• Limit your signature to no more than five lines with 50-80 characters at the max
• Limit your “ad” (promotion, commercial) to one of those lines
• Avoid fancy graphics (moving parts) since not every computer than load it fast enough
• Make your name (or company’s name) and website clickable—meaning it’s a link and will take them there with a click of the mouse
• You might not want to list home phone or home address since emails can get forwarded to strangers

If you don’t have an e-signature, spend a few minutes and set one up.
It’s such a great little marketing tool loaded with information that invites people to take a further look—and that’s being small business savvy.