E-mail Marketing Tips, Part 3 of 4

(Shel Horowitz's Frugal Marketing Tip, March, 2002)

THIS MONTH'S TIP: 1:1 E-MAIL

Second in our group of three e-marketing weapons (and third in our series of four tipsheets): one-to-one e-mail.

This is very effective, even though it's labor-intensive. Seek out business contacts by visiting their websites, following threads on discussion groups, and reading their e-zines. Come up with ways you can help each other, from a simple cross-link to a major joint venture. It's important to suggest with ideas where both of you will really benefit.

In my own business, I've received speaking engagements, book orders (including one for 384 copies of one of my books!), consulting and copywriting assignments--and, because I subscribe to a paid list of journalists looking for story sources--tons and tons of media coverage in major and smaller markets (see the November 2001 Marketing Tips for more info on this program).

One way to initiate these types of contacts is to join the FrankelBee list at http://www.frankelbiz.com/. While I usually recommend digest form for discussion lists, this isn't an ordinary discussion list and I find individual messages work better for me. People list needs, wants, and discounts, and I can usually tell from the subject line if it's anything I'm interested in. I don't follow up on many, but some of those that I do follow have proven extremely fruitful.

All follow up is done off-list, usually by individual e-mail. This is a free service.

Thank you reading this back issue of Shel Horowitz's Monthly Frugal Marketing Tips, published every month since May, 1997; please click here to view the complete archives, grouped by subject. Shel is an internationally known copywriter and marketing consultant, author of Grassroots Marketing Getting Noticed in a Noisy World, Principled Profit: Marketing That Puts People First and several other books, and creator of the Frugal Marketing web site. Please click here to contact Shel.


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