The Three Secrets to Profitable Email Marketing

Legitimate email marketing is a great way to stay in touch with your customers and prospects. It’s inexpensive, fast, efficient, and environmentally friendly. Email marketing allows you to target your customers and prospects by their particular interests, it allows you quickly announce special promotions (either planned promotions or impromptu promotions based on changing conditions). Email is the perfect way to send a monthly newsletter. Email marketing’s efficiency was underscored in a study by the Direct Marketing Association which found that in 2005 email marketing returned an amazing $57.25 in revenue per dollar spent on it!

How can you get started with email marketing? Start by collecting your customers' email addresses. Even if you don't currently do email marketing, gather your customers' email addresses now so that, when you decide to start communicating with your customers via email, you'll already have a good list. Have a sign-up sheet at each of your checkout counters or at your reception desk. Be sure to include a sign-up form on your website. Offer an incentive such as a monthly drawing from the collected email addresses. Be sure to include a privacy statement on your forms and sign-up sheets such as, "Privacy notice: We don't share your information with anyone." (Of course, that means you can't share that information ever.) Remember, email addresses are free (or very inexpensive) to gather.

Now, the three secrets to making email marketing a winner for your business.

Secret number one: Do only "permission-based" email marketing.

In other words, only send email to people who have requested your email messages and make it easy to opt-out of future emails. There is a slimy side to email marketing thanks to spammers. Obviously, you want to be associated with the reputable side of email marketing. If a customer, a prospect, or a site visitor willingly provides their email address, you're not spamming. If you get it any other way, you’re spamming. A commonly used technique for dealing with subscription requests from your website is called a “double-opt-in”. A double-opt-in requires the individual to first request your email marketing, then a confirmation request is sent to their email address. They must click a link in the confirmation email or otherwise confirm their desire to receive your email before they’re added to your list. The rule is simple: If in doubt, don't send it out.

Secret number two: Make your email marketing messages compelling for the reader.

Keep them short and to-the-point and ensure that the recipient will see the value in whatever you're saying. Increasingly, people are becoming distrustful of “hypie” messages that sound like they were written by an advertising copy writer. Make your message real, make it personal, and make it deliver a benefit from the readers' perspective. If there's nothing in it for them, they'll just delete your message or possibly even report it as spam.

Secret number three: Be consistent.

Whether you choose to send an email campaign every week, every month, or every quarter, be consistent. One very successful email marketer even includes these words at the top of every email he sends: "Sent the third Tuesday of every month..." Your consistency in your marketing efforts reflects your dependability as a company.

What about the mechanics of email marketing? Many very small businesses just use their regular email accounts. Such a solution can work, but it doesn’t scale well as your email list and business grow. It also requires you to manage your new subscribers and unsubscribe requests. A better solution is to use a commercial email marketing service. Such companies provide templates to make your messages look professional. They also provide tracking information on how many messages were actually opened and read, automatic opt-out links on your marketing messages, tutorials, assistance in complying with the CAN-SPAM act, and more. Costs start at about $10 per month and go up from there based on various criteria such as the size of your list and the frequency with which you send messages. Most such companies provide a free trial period so you can get familiar with their service. There are many email marketing companies, but here are three for you to consider: iContact, GetResponse, and Constant Contact.

Make sure you’re compliant with the CAN-SPAM act. Of course, this is not legal advice (I’m no lawyer!), but that means being honest in your subject lines about the content of the message, including an easy opt-out method in every message, and including your complete contact information in every message.

Regardless of how you decide to do your email marketing, now is the time to start gathering email addresses. Email marketing, done properly, is flexible, affordable, efficient, and potentially very profitable for your business.

Creating and Exchanging Electronic Documents

I'm a big believer in "eating my own dog food". In other words, if I'm going to recommend something to you, it's usually because I do it myself. (The exceptions are when a particular tool is not relevant to my business, but offers tremendous benefit to other businesses, such as automated appointment scheduling.) This post is all about digitizing as many of your paper documents as you can. There are several ways to digitize your documents. Suppose you need to share a document, perhaps a proposal, with a client. Traditionally, we would create and print the document, then mail it or fax it to the client. A far better alternative is to create the document as an electronic file, then simply send it via email. You can create the document as a Microsoft Word (or other word processor) document or you can create a PDF document. In general, I recommend using PDF documents. There are times, however, when using Microsoft Word makes the most sense.

So, assuming that you decide to use PDFs or word processor documents, what are some of the benefits to you?

• Security–Electronic forms can be secured with passwords or certificates, thus preventing unauthorized third parties from viewing their contents. Sure, there are tools available on the Internet that can crack some forms of document security, but remember that paper documents can also be stolen, photocopied, and read by unauthorized individuals.
• Format consistency–Although this doesn't apply to all electronic documents, PDF documents maintain the consistency of their formatting across all platforms. In other words, people using a Macintosh will see exactly the same document as those using a PC. The formatting is consistent from one platform to another. The formatting of a word processor document can change as it moves from one computer to another.
• Searchability–Electronic documents are easily searchable. Just use the key combination of Control+F and enter a word or a phrase and the computer will search for it within the document. Have you ever been reading a book or magazine article that mentions a name that was referred to earlier? You scan the pages looking for that name or phrase, but can't find it. That problem simply doesn't exist in electronic documents. (It's especially true in technical fields with lots of acronyms.)
• Portability and conserving space–As a technologist, I used to have shelves and shelves of technical books and documents (most of which did a great job of gathering dust!). Today, most of my technical documentation is stored in PDF documents on my laptop computer. They're easily searchable, very portable, and don't gather any dust. I usually have my laptop with me, so no matter where I am, I have an entire library of documentation with me. I've even started reading electronic novels. I carry a Palm Treo 700p. The E-Reader software is free for it and I can download free books from many sources including the Gutenberg Project, which is a source of classics. (I just finished "20,000 Leagues Under the Sea".) If I want something current, I can buy e-books for very reasonable prices from many sources on the Internet. Since I always have my phone with me, I always have a book to read while I'm waiting for whatever (delayed flights, late clients, etc.). By the way, the e-reader software makes it realistic to read books on a small screen. Hard to believe, I know, but it really does work very well.
• Speed and sendability–I just signed a contract with a client to present some video training. They emailed me the agreement, we worked out some of the terms, and I signed it electronically (more on digital signatures later) and emailed it. They received it within seconds of me signing it, even though their offices are over a thousand miles from mine. My friend Steve and I are working on presenting a seminar for his customers on "how to go digital (without going postal)". He needed a brochure describing the seminar and my picture for publicity. He called me with the request and within seconds, he had what he needed because I was able to email the files to him. Before the digital age, I would have had to print the documents and send them via postal mail or an express service. This is what Bill Gates was talking about when he referred to "business at the speed of thought" (another book I have on my Treo, by the way).
• Forms–This is a feature I've been using for years. In Microsoft Word (and presumably other word processors), you can create a document which is locked except for form fields. In other words, I create a questionnaire in which you can't change any of the text that I wrote, but you can write in certain fields, save the document, and return it to me with your responses. We use it in our training business when preparing for an onsite presentation. We send an electronic questionnaire to our client asking about things like the exact seminar location, credentials needed for entry, goals of the training, names of attendees, etc. Our clients simply tab between fields on the form and are able to complete in a matter of just a few minutes and email it back to us. To learn how to do this, search on "creating forms" in Microsoft Word. (I'm always amazed when a website offers a downloadable form, but the form doesn't permit me to enter my responses on my computer. I then have to print the form and handwrite my responses. Oh please! Take five minutes to read the help and learn how to do it right!)

So how do you create digital documents? The easiest way is with your word processor such as Microsoft Word. Just save it and send it. Oh, but wait, there are different formats for saving documents in Word. For the greatest compatibility, in Word 2007 choose "Save As" and save it as a Word 97-2003 document. If you're using Word 2003 or earlier, you can just save it as usual and send it. What if you want to create a PDF (that stands for Portable Document Format)? You can buy Adobe Acrobat which is a great program, but pricey. You can also buy less expensive versions of PDF creator software from various vendors. For Microsoft Office 2007 users, you can even download a free plugin that allows you to save documents as PDFs. Go to www.microsoft.com/downloads and search on PDF plugin. Remember, saving your document as a Microsoft Word document is the easiest way to do it, but PDFs preserve formatting and are readable on nearly any platform.

How do you read PDFs? Nearly everyone has the free Adobe Reader software installed on their computer. If you don't, it's a free download from http://www.acrobat.com/. Just look for the link to download Adobe Reader.

For a list of software to create PDFs, you can either Google on "pdf software" or visit http://en.wikipedia.org/wiki/List_of_PDF_software

But, it's not just about digitizing paper documents. The benefits of going digital apply to music and videos, too. As I've been writing this post, I've been finishing the process of ripping (digitizing) my CD collection (finally). More on that later.

How to Automate Appointment Scheduling

One of the great promises of the digital age is to free people from mundane and routine tasks so they can work on more interesting projects. The human brain allows us to reason and think creatively in ways that machines can't (at least not yet).

In this post, I'm going to talk about automating the appointment scheduling process. This applies to you if you're a hair stylist, a dentist, a massage therapist, an oil change shop, a psychologist, a plumber, or anyone who sets appointments with clients.

An online appointment scheduling service allows you to set available appointments and allows your clients to schedule appointments whenever they choose within the times you set. You can be notified of new appointments via email.

One service allows you offer coupon codes to customers as an excellent form of customer retention.

In a larger operation with multiple providers, you can setup accounts for each provider allowing your clients to choose their provider or take the first available appointment regardless of provider.

The scheduling service will automatically send your customer reminders and, if they need to change or cancel their appointment, they can do it all online.

Other features available include a way for you to rate your customers as to their punctuality or missed appointments.

Pricing ranges from free (GenBook) to $10/month and higher, depending on the features you want. At a price of free, it's definitely worth checking out to see if it will even work for you. You could try setting it up in a test with a few select clients to see how they like it and whether you like it or not. You could run it side-by-side with your paper and ink appointment scheduling system for a month or two to see if it works for you and then make the decision about whether or not to make the switch. The really cool thing about it is that you can still take appointments over the phone; you just enter them in the appointment scheduling website instead of in your old-fashioned paper planner. For your clients who are web-savvy, however, they can make and manage their appointments with you 24 hours a day, seven days a week. All you have to do is provide your service and collect your fee! (Some of the services will even collect your fee for you by accepting credit cards online. I LOVE it when money just shows up magically in my business account!)

Here are some links to appointment scheduling sites:

• http://www.appointmentquest.com/
• http://www.zappointments.com/
• http://www.genbook.com/
• http://www.web-appointments.com/

There are actually many more services like these. Just Google on "appointment scheduling service" if you want to check out more of them.

Please give me feedback on these types of services. I don't have a need for them in my business, so I depend on you to let me know what you think.

The Three Magic Questions to Ask Before Hiring the Wrong I.T. Consultant

I often hear horror stories from business people in all types and sizes of organizations about I.T. consultants. It's not necessary to dwell on the bad experiences, but there's no doubt that the I.T. consulting field has its share of incompetent or just downright shady characters. The good news is there are also lots of qualified, experienced, and knowledgeable consultants available to help you with your company’s digital nervous system. How can you, as a business owner or manager, separate the good from the bad? In this article, I’ll share the three magic questions you can ask before hiring the wrong I.T. consultant.

Number one: Are you certified (not to be confused with "certifiable")?

Insist on certification: Microsoft offers several levels of certification including the new Microsoft Certified Technology Specialist (MCTS) and Microsoft Certified IT Professional (MCITP) credentials, the former MCSE (Microsoft Certified Systems Engineer), and the Microsoft Small Business Specialist. The MCSE was Microsoft's premiere certification requiring a very broad base of knowledge on systems and networks. The MCSE required the candidate to pass as many as seven tests. The newer credentials are even more rigorous and they allow an individual greater ability to specialize. The Small Business Specialist is a narrower certification focusing in a specific area. The Small Business Specialist certification requires the candidate to pass two tests. All certifications require extensive training. A Microsoft Small Business Specialist will be more attuned to the needs of small businesses (obviously), but may not have the breadth and depth of training of an MSTS, and MCITP, or an MCSE. When you ask about certification, make certain that the individual holds current certifications (such as Windows Server 2003). You should ask for a copy of their transcript. Also request certificates of completion of formal training. The people who don't have certifications do have lots of reasons why it's not necessary, but the reality is that the certification process requires a successful candidate to follow a structured course of study followed by one or perhaps several rigorous examinations. There are other certifications in addition to Microsoft such as those from Cisco or CompTIA (Computer Technology Industry Association) that can help you determine an individual's level of competence. There are also, in fact, competent individuals who do not carry professional certifications, but as a business professional you don't have the time or resources to sort them out. Insist on current certifications. You’ll find links to websites where you can learn more about I.T. certifications at my website: http://www.doncrawley.com/.

Number two: What is your experience?

Insist on experience: We've all heard the stories about the genius computer kids. While the stories may be true, your business requires someone who is not just a smart computer person, but someone who also understands your business and who has extensive "real-world" experience. I.T. consultants’ jobs are less about technology than about delivering creative solutions to workplace problems. When you’re interviewing a candidate, ask about the kinds of problems s/he has seen in businesses similar to yours and the kinds of solutions s/he recommended to the client. Ask how they incorporate scalability into their solutions. (Scalability is the ability of systems to grow and adapt as end-user needs change without the need for a major retrofit.) Insist on someone who is a legitimate business (ask to see their business license) with several years of experience (I'd say a minimum of five years.)

Number three: May I call your references?

Insist on references: Get at least three references. Your computer network is your business's digital nervous system. Talk to at least three companies or sole proprietors who have had successful experiences with the prospective company or individual. Remember, the most important question to ask is, “Would you hire this individual or firm again?”

Having a successful experience with an I.T. consultant requires that you do your homework before you make the hiring decision. It requires that you consider the answers to all three questions. Just because they’re certified doesn’t mean they’re experienced in real world problem-solving. Just because they’re experienced doesn’t mean they have current knowledge on current technologies. Just because they have good references doesn’t mean they have experience in solving your business problems.

Finally, be prepared to budget enough to get and keep quality consultants. Remember, your successful investment in information technology will allow you and your staff to work more creatively, more productively, and more competitively. Remember also, you'll pay for good consultants whether you hire them initially or not.

Sterling the Plumber

Sterling the plumber just left my house. We had a minor backup and I found Sterling through a Google search. There were two reviews of his services, both positive. Some of his bigger competitors had quite a few negative reviews, so I called Sterling. Sterling is self-employed, competent, reasonably-priced, and a nice guy. I'll definitely call him when I need a plumber in the future.

But I'm not really writing about plumbing issues. You see, Sterling did everything right to earn my future business (he even took his shoes off at the door), but he's missing the boat in terms of promoting his business in the digital age. I asked Sterling how he promotes his business. He does some direct mail and Yellow Pages advertising. Pretty common for service providers like Sterling...and pretty expensive, too. I asked Sterling if he'd ever considered doing email marketing and he said he wasn't very good with computers (a very common response among many sole proprietors). He wasn't even collecting his existing customers email addresses.

As a small business owner or an international conglomerate, one of the most important things you must do is collect your existing customer's email addresses. Put a place on every document you collect from customers for their email address (invoices, work orders, receipts, estimates...anything that your customer signs or fills in needs a place for their email address). Of course, some people won't give you their email address, but most will and with that information you can send them personalized emails containing information relevant to them. When your list is small you can use your existing Yahoo!, AOL, Comcast, or Gmail account for free. As it gets larger, you'll want to use services like AWeber or Constant Contact to manage your subscriber list and send your emails. Think about this: Let's say that Sterling's business is cyclical and during certain times of the year, drains don't seem to get clogged as often. He needs to generate some cash flow, so he does a simple email blast to his existing customers offering a time-limited discount on preventative drain maintenance or other preventative services. Maybe he offers a time-limited special price on a 10-point household plumbing inspection. Perhaps his email even includes a brief article on teaching the kids responsible plumbing habits (like not putting socks down the drain or what doesn't work in the garbage disposal). You get the idea.

Here are some simple tips on gathering email address:

Include a privacy statement. One that I like says, "Privacy statement: We want you all to ourselves, so we won't share your information ever." Of course, that means you must never share that information ever.

Tell your customer what they get by sharing their email address. Say things like, "Please provide your email address so we can send you an occasional special offer while reducing our use of natural resources."

The point is simple: By collecting email addresses, you can stay in touch with your customers inexpensively and effectively. You can reduce your carbon footprint while enlarging your financial footprint. Even if you don't plan on using them right away, start collecting them now so you'll have them in the future.

Going Digital without Going Postal™

I've recently been asked to speak to different groups about migrating from the old ways of doing things (paper and ink, for example) to the new ways of doing things (digital documents). I realized that a successful migration to the new ways of doing things could not only save even a very small business operator thousands of dollars each year, but could also help that same operator increase their business exponentially at minimal expense.

In our own business as I.T. trainers, we save huge sums of money and reduce our carbon footprint by providing electronic documentation to many of our students instead of the old-fashioned paper documentation. When we first experimented with electronic documentation, I expected there to be some negative backlash. Imagine my surprise when, not only was there no negative backlash, but instead we received positive feedback in our course evaluations. The electronic documentation in the form of PDF documents is searchable, re-sizeable, and can even provide interactivity. We're also discovering that the traditional method of promoting our seminars via direct mail campaigns is increasingly more expensive and less effective than digital alternatives.

My wife Janet and I have been running our business more or less electronically since we started it. Our consultant became almost giddy when he observed that we operate in a nearly 100% virtual world with no bricks and mortar. We can take business calls wherever we are thanks to a digital PBX, our telephone answering service that makes us sound like a Fortune 500 company. We can respond to email anywhere thanks to our Microsoft Exchange server and Exchange Active Sync which syncronizes our email, calendar, and contacts between all of our computers and even our smartphones (we can even receive old-fashioned faxes on our cell phones). My smartphone even allows me to update my website from anywhere...for example, the beach. Bill Gates really nailed it when he alluded to the "digital lifestyle" in his book Business at the Speed of Thought. The digital lifestyle allows us the freedom to be more creative, more productive, and more competitive without being tied to an office.

In the mid-1990s, I was playing golf with a friend who was an itinerant musician. He brought his cell phone with him on the golf course and I chided him for doing so. He responded that his alternative was to stay in his hotel room to conduct business. Instead, he was able to enjoy a beautiful day on the golf course, interrupted by an occasional phone call. He asked me what I would do if I were in his situation. Obviously, I answered that I would do the same as he. Some people complain about being "tethered" to their office by a cell phone, but I don't understand that. You can make the choice to answer the phone when it rings or not. If you make the choice to stay in your office instead of doing your work on the golf course or at a beach (or wherever you choose), aren't you imprisoning yourself?

I am zealous about breaking as many chains that bind me as I can. I am zealous about embracing the digital lifestyle.