This is the 7th article of Retail Store Marketing Guide.

Many retailers don’t realize the value of returning customers. National retail chains already have the latest CRM software and staff for data mining and follow up. Some of them do a great job to increase the returning customer rate.

As a local retail store owner, you can benefit from email marketing in two ways. You can bring in new customers to your store and also increase your returning customer rate via email marketing. Let’s talk about both options with some examples.

Bring in New Customers to Your Store via Email Marketing

Email marketing is an affective way of bringing in new customers to your retail store, and it has the highest long term ROI between all online marketing methods. Think about all the fairs you attend, local events you sponsor, or participate. It wouldn’t be a bad idea to ask for the email addresses of attendants. You can also use several online marketing methods to create quality, permission based email list to promote your retail store.

Remember the basic rules of email marketing. Your email list needs to be permission based, therefore no spamming is allowed. If you start sending spam emails to prospective customers who didn’t sign up for your list, it will hurt your brand more than it will benefit it.

Make a list of all possible occasions you can start asking people for their email addresses. In local events, running small drawings would be a good idea to increase the number of emails you collect. Enter your email address, and enter a drawing to win a t-shirt type of thing.

The key here is, to contact these people asap. If you have collected email addresses on Sunday during a local event, don’t wait for monday, send them a thank you email on sunday evening right after the event. Constantly keep in touch with an informative, quality newsletter.

If you run a quality and niche newsletter, they will stop by your store sooner than later. Remember, do not keep promoting your store on every email, do a soft promotion. Focus on the niche and the local events.

Increase Returning Customer Rate via Email Marketing

Once the customers are in your store, it’s easier to collect their email addresses. Kindly ask at the register if they like to be added to the email list to receive coupons and special news. You will be surprised how many positive responses you will get.

If you are having difficulty collecting email addresses by simply asking, try being creative and run promotions in the store to collect more email addresses.

Offer a last minute coupon at the register if they enter the email list, or a local event invitation if they accept to be in the list. Be creative, and come up with smart promotions within your niche and local culture to increase the signup rate for your email list.

Once you have their emails, similar to the first part, you need contact them and keep in touch frequently. But again, remember, do not bother them, offer them lots of quality and free content. Remember to check out my email marketing guide for further email marketing techniques.

If done right, email marketing is the gem of all online marketing methods. A quality, followed, smart email newsletter is a long term, recurring investment with a great ROI rate. Do it right the first time, and enjoy the benefits of email marketing for your local retail store.

*This article is a part of 10 article series; “10 Ways to Increase Retail Store Sales via Online Marketing“. Remember to read the other articles in this guide to increase your store’s foot traffic and sales.

This is the third article in my email marketing guide article series. Before getting into advanced topics, you need to understand the laws and basic terms about email marketing.

Understanding The CAN-SPAM Act & Obeying the Laws

Email marketing is a serious business, and the government also takes it serious. Without getting into any details, if you want to create a long term and successful email marketing business, you need to read and understand The CAN-SPAM Act and obey every single law. Otherwise, you will get into trouble.

If you are new to email marketing, it’s a good idea to take a look at basic email marketing terms before launching your first campaign.

Email Marketing Terms

• Single Opt-in (or a single opt-in subscription): Visitors and/or customers are invited to subscribe to your email list. When they enter their information and signup, no further step is needed. They start receiving emails automatically.
• Double Opt-in (or a confirmed opt-in subscription): Similar to single opt-in, your visitors/customers need to subscribe to your email list. After the subscription, they receive a confirmation email for this subscription. They need to click the link in this email and confirm their subscription. This prevents mistakes, and unwanted subscriptions and increases the conversion rate and quality of your email list.
• Opt-out (or unsubscribe): To opt-out or unsubscribe from an email list is to choose not to receive communications from the sender by requesting the removal of your email address from their list. By law, you are required to add an unsubscribe link in every email you send to your list.
• Spam or UCE (or Unsolicited Commercial Email): Email sent to a recipient who has not opted-in or given permission to the sender. Spam is unwanted and unexpected email from an unknown third party.
• Open Rate: Percentage of total opened/viewed email to the total sent email in a given campaign. 78 out of 100 people opened/viewed the email during the campaign, it means the campaign has 78% open rate.
• CTR (Click Through Rate): The percentage of recipients who have clicked on a link within the sent email.
• Conversion Rate: The percentage of recipients who have responded to the call-to-action in a given email marketing campaign or promotion. Higher the conversion rate, more successful the email campaign. Conversion might be sales, leads, registrations, phone calls, appointments, etc.

Even though there are many other terms used in email marketing, these are the basics you need to be comfortable with. So, make sure you understand these terms clearly before getting into more advanced topics in email marketing.

We have understood the importance of The CAN-SPAM Act, and the basic terms of email marketing. Now, we are ready to setup our email marketing strategy.

*This article is a part of my Email Marketing Guide Article Series.

Before we start with email marketing basics, I’d like to specifically mention that none of the techniques, practices, or recommendations on this email marketing guide uses email spam.

Even though some advanced techniques we will discuss might be called as “Gray Hat” marketing methods, I personally do not tolerate spam, and will do my best to advice against spam.

How long have you been using email as a communication tool?

Most will answer this question as “years”. Yes, most of us have been using email as a communication tool for years. In fact, email is an important part of our every day life. Email is addicting, sometimes too much time consuming, and guilty for information overload.

I have a love/hate relationship with email, probably you also do. I can’t live without my email, I love my email. It delivers me all the great news from friends, family, business partners and customers, but sometimes I hate it. It is the hardest part of the day to go through hundreds/thousands of emails trying to find the important ones.

Let’s forget about all the emails you receive from companies, online marketers, websites, etc. and think about this “What if you only received email from your friends and family only?”

Yes, you heard it right, all the email you receive come from your friends and family. Even though your friends and family members still send you junk emails, forward emails, etc. their emails usually get priority, right? If the sender is a friend or family member, you usually open that email before any commercial email right?

I am trying to set a different mindset here. I’m not talking about regular marketing lines “Offer something valuable, ask for permission, keep them interested, write interesting headlines, etc.” I’m talking about the mindset that will make you the real cash and put you aside from other email list marketers.

Who is The Friend/Family Member You Look Forward to Receiving Emails From?

I want you to go through your email contact list, and email history and try to pick only 1 person here. Pick the one whom you are looking forward to receiving emails from.

When you start your week after a nice weekend getaway, sit on your desk, and start going through your emails, which person’s emails make you most excited? Which specific email makes you forget about the long work week, and want to read that email right away, even before the staff meeting?

It might be your brother, sister, mom, dad, cousin, or a friend. Remember, we are excluding any commercial and work related emails here. We are focusing on the emails which are sent by people you know, and have a personal relationship with.

Did you come up with a name here?

Great, now start writing the reasons why you’ve chosen a specific name (or two).

I look forward to receiving email from my brother, here are the reasons:

• We are connected: He is my brother. Draw a circle starting with relatives, friends, your favorite bloggers, lovemarks, and keep drawing wider circles. Tighter the circle gets, more connected we are, and a higher chance I will read your emails first.
• He never sends me junk emails: Remember, even friends and family members send us junk emails. They don’t mean to fill your inbox with junk, but they do. Some stupid video they find online might be funny and interesting for them, but it might be a junk email for you. Have you ever put a family member or friend in your block list? Unfortunately, I had to. I couldn’t tolerate more forward emails, and had to send them to junk.
• He shares exciting information: He recommends me websites and products very rarely, but when he does, I know they are exciting websites and similar to my taste. If he recommends, I will definitely check it out.
• He doesn’t lie to me: When he says something, I trust him. He never lies to me, and we trust each other.
• We have similar interests: Business or pleasure, we share similar interests. Whether the topic is online marketing, or a new launched website of a guitar player we follow, he knows that I’d be interested in hearing about.
• He shares information unconditionally: Whether it’s his expertise or something new he’s learned, he shares unconditionally. He doesn’t offer his valuable knowledge to be able to get something in return. Or at least, he makes me feel that way.
• He writes to me, not to his contact list: He might have something to share with all of his friends, but he never says; “Everybody, please read this”. He always starts with “my name” or with “brother”, and I know he’s talking to me, not to 20 people at the same time. He makes me feel special.

These are only some of the reasons came to my mind in a few minutes why I look forward to receiving emails from my brother. You can add many more reasons to this list depending on the person you’ve picked.

The Secret of Success in Email Marketing

When I send emails to my list, I want to implement these rules. If my emails to my list members can be like my brother’s emails to me, I will have the ultimate success in email marketing.

My email marketing guide will walk you through many techniques and methods to become a successful email marketer, but if you do not understand and implement the mindset I have talked about at this article, I bet, you will not be successful in email marketing.

The success to email marketing is all about understanding the needs of your readers, implementing them, and continuously testing for the optimum results.

If you feel comfortable about the mindset, you are ready for the next step. Email Marketing Basics is not completed at all. Now, it’s time to talk about important topics such as email privacy laws, basic terms in email marketing (single opt-in, double opt-in), and a few more 101 guides.

Until the next article, you should pick that person (or a few) from your contact list, and try to understand the reasons of successful email communication between you and him/her. Why are you looking forward to receiving emails from this person? Ask this question to yourself again, and write down all the reasons you could come up with. We will revisit these reasons during our email marketing guide.

*This article is a part of my Email Marketing Guide Article Series.

Email Marketing is one of the best online marketing options available out there. Despite its long term advantages, many online marketers still don’t embrace the email marketing fully.

Email marketing needs initial hard work and long term dedication.

But if done right, email marketing is the most profitable online marketing method in the long run.

Why Am I Writing This Email Marketing Guide?

I’ve read many email marketing guides written by bloggers, professionals, and gurus. To be honest, none of them goes beyond providing the basics of email marketing, and unfortunately most of them are plain sales letters.

This is my personal blog, not one of the commercial blogs I own. Anything I write here has my signature along with my personal reputation. Any method I teach here is tested by myself, any product I recommend here is used by myself, and my main goal is to share my experiences, so you can make a comfortable living by doing what you love. If you read the right resources, and start implementing the online marketing methods you’ve learned right away, there’s no reason to fail making money online.

Remember, online marketing needs hard work and dedication, and email marketing is no different. But if we look at the industry return on investment rates, email marketing has the highest ROI for the long term. Why? Because it doesn’t need much investment, in fact most of the time it doesn’t need any investment other than your valuable time.

This is going to be a very detailed article series starting with basics, and going in very depth with specific successful email marketing case studies tested by myself. The language of this guide will be beginner level, but some further advanced techniques will be shared to become an expert in email marketing. Here are topics I will cover in this email marketing guide.

Email Marketing Guide Index

1. Email Marketing Guide – This is the page where you are right now.  I’d recommend bookmarking it, because it’s the easiest way to see when a new article is added.  I will be adding the links to the articles when they are live here on this page.
2. Email Marketing Basics – This is an absolute Email Marketing 101 Guide. If you feel good about the basics of email marketing, you can pass this article, and start with the next one.
3. Email Marketing Terms 101 – In this article, I talk about the laws for email marketing and the basic email marketing terms you need to know before launching your first campaign.
4. Email Marketing Strategy – How to setup a strategy for your email marketing before you start, and a roadmap to a successful email marketing campaign.
5. Email Marketing Solutions – Before starting to build your list, the most important part is choosing the best email marketing solution for your needs.  Free or paid, we will discuss all the popular options out there, and go in depth reviews with pros and cons.
6. Email Lists – Email Marketing List Guide from building a targeted list to buying an email list.  All the information you need to create and maintain a money making email list with my personal success strategies.
7. Email Newsletters – From creating your first html email template to advanced email newsletter tips.  All in one guide for email newsletters.
8. Autoresponders – What is an autoresponder? How can you setup your first autoresponder email marketing campaign, and some advanced tips about profiting from autoresponders that the “gurus” never share.
9. Email Marketing Best Practices – We will share and discuss a number best practices for email marketing along with real life case studies.
10. Advanced Email Marketing – This article will share the techniques, and the mind blowing creative ideas for a successful email marketing campaign.  I will share some techniques I personally use for email marketing to make money online and I bet they will make you money, too.
11. Email Marketing Guide Bonus – This will be surprise bonus.  Only a certain number of people will receive this bonus who have read through this email marketing guide, and implemented the methods they have learned here.  If you are one of those people, and if you are lucky enough to get this bonus, I will hold your hand and walk you through the next step to make some real cash with email marketing.

Is This a FREE Email Marketing Guide?

Yes, absolutely. This is a 100% FREE Email Marketing Guide.

Sharing is caring I am in the mood, so don’t bug me, I will share more in 2009. Some gurus will be mad at me, because they have been making tons of cash selling ebooks which tell you so little about email marketing.

What do I get in return?

I want you to take action this year, and implement the techniques I share and tell me about your success story. I will be more than happy if you share your success through implementing the techniques you’ve learned from this email marketing guide. So, add your comments and also ask any questions you have at the comments. I will try my best to answer every question in the comments. This guide will walk you through from basics to advanced techniques in email marketing. You will need a total of $0 investment to start making money via email marketing. I will also share some software and tools I use within my email marketing campaigns which might require a one time purchase, or a monthly subscription. You are not required to purchase any products to start your email marketing campaign, but if you decide to, I will offer my recommendations and they will include my affiliate link (which you are free to go through my affiliate link or not). So, are you ready to make some real money in 2009?

My Personal GUARANTEE – Return Policy

You will be paying $0.00 to use my personal guide to succeed in email marketing. I want you to focus on success this year. As you probably know, all the junk ebooks out there have refund guarantees. Even though this guide is 100%, I have a surprise for you.

3 STEP Guarantee for this Email Marketing Guide

1. Read my article about Why You Fail to Make Money Online first, and set your mindset.  Feel 100% ready to succeed in 2009 first.
2. Read every step in this email marketing guide, and implement, test, track. Basically, put some hard work in.
3. After doing step 1 and step 2, if you haven’t made your FIRST DOLLAR via email marketing, I will send you a personal check for $20.00

Yes, you have read it right. If your mindset is ready to make money online, and if you read through every single step I personally use for my email marketing campaigns, and start implementing them, I personally guarantee that you will make money. How much? I don’t know, it all depends on you, and the work you will put into email marketing.

Start with reading my post about failing to make money online for the step 1, and set your mindset first. I really appreciate your feedback and comments. Your feedback helps me to understand your needs and write better articles to help you succeed this year.

So, I’m all pumped up, excited and ready for this challenge.  Are you READY?