What Can You Do with an Email Service


What Email Service Is Right for You

Have you thought about using an email service to stay in touch with your customers and prospects? I’m sure you have, if for no other reason than the intensive marketing being done by Constant Contact.

Before You Select a Service; Know What You Want to Do

The truth is that all email services are not created equal. Some have features that others do not. Some charge based upon the number of emails sent and others charge based upon the number of subscribers you have.

How Many Subscribers Do You Expect?

Knowing how many subscribers you will have and how often you plan on contacting those subscribers can make a huge difference in the cost.

How Many Email Lists Will You Have?

Another factor is how many email lists will you have? Will you have both a list of active customers and prospects? Will it be a single list? Will you have a list for customers of each type or category of product or service you offer?

Are You Going to Do Email Campaigns?

Maybe you are asking what is an email campaign, so I will give you a brief overview. A campaign is typically a series of emails sent to subscribers.

The campaign starts with a letter of invitation to join the list (usually an opt-in or double opt-in) process to make sure you have the correct person.

Following the opt-in there is an immediate follow-up with the additional promised information. A few (7-10) days later there is another follow-up to ensure that they received the information and provide a second promotion. 12-14 days later there is another follow-up typically with some type of incentive to sign up. That may be it or 60 days later there could be one last follow up. It’s really up to you.

Some email services support email campaigns, some do not, and others only limited email campaigns or a limited number of campaigns.

To Opt-In or Not; or Will You Spam

Opt-In basically says do you want to participate and lets the reader know that they can opt-out at any time.

Do you want an opt-in or double opt-in process where the people signing up must go to a sight or respond to an email and confirm that they want to be on your list. If you don’t have an opt-in some, maybe many will report you as spam and can get you blacklisted; opt-ins are preferable to blacklists. Unless you are closely monitoring the service you won’t know that your emails have been blocked.

If the service isn’t offering an opt-in option that can be a problem. Maybe you don’t irritate the users but that doesn’t mean that someone else using the service won’t irritate their recipients and the backlash can hit you!

Opt-ins protect you as much or even more than they protect your recipients.

Will You Have Mini-Memberships?

A Mini-Membership has people sign-up typically paying a fee for a limited-term-membership (compare it to a four – 12 week class and sometimes up to one-year). Each week or month they will have the next part of their course delivered to their email box.

Some email services support this and some do not. Some will support several limited-term-memberships and others will support only one.

Before you select a service know what you services you are expecting them to provide.

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Tom Staskiewicz speaks and coaches on Social Media/Social Networking topics helping businesses, organizations, and individuals establish and manage their Social Media presence. Your Social Media presence doesn’t just happen and will not take care of itself. Tom helps you with those processes so your Social Media efforts will work for you.

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Putting Power into Your Reviews and Testimonials


Negating the Negatives

Negative Internet Reviews

If you are like many businesses today you have experienced the negative review on Google, CitySearch, Yelp, or a plethora of other sites. In the process you have most likely noticed that these reviews hide behind an alias. The reality is that they, the reviewers, are cowards or even worse competitors.

To top it off Google, CitySearch, and the others make it difficult and costly to respond. This may be a good thing, because your immediate response would be a “knee-jerk” reaction and probably end up hurting your more than helping. You must remember that you are in the age of the Internet and the person who wrote the review will NOT be the only one reading your response. In your attempt to respond you may end up hurting future business from the eves droppers.

What Do You Do

One of the best ways to counteract a negative review is to get a good review; but not just any good review. Get one where the individual writing the review is willing to give their name and their city and state. You want credibility behind the review!

Get Credible Reviews

When you have credible reviews and someone points to Google, CitySearch, or whomever and it is a review that hides behind an alias; you can point to your reviews (good, just okay, or even bad) and say that YOUR reviews have quality. You can say that these are people you can talk to and they will answer your questions honestly. These are people that have nothing to hide.

You can, with the writer’s permission, use these reviews in your marketing and sales materials as testimonials of the work that you do and they way your customers/clients/patients feel about you, your business, your products, and your services.

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Tom Staskiewicz speaks and coaches on Social Media/Social Networking topics helping businesses, organizations, and individuals establish and manage their Social Media presence. Your Social Media presence doesn’t just happen and will not take care of itself. Tom helps you with those processes so your Social Media efforts will work for you.

Social Networking – Are You Afraid Your Connections Will Steal Your Customers


Do You Need to Fear Your Connections Stealing Your Customers?

There are a lot of networking wannabees that are worried about competitors stealing their customers. They allow this fear to keep them from inviting or accepting connections and friends. Their belief is that by not inviting or not accepting they will prevent competitors from stealing their customers.

I understand what they are saying and where they are coming from; but is this really a legitimate concern or are they doing more harm to themselves than good? The reality is that being a networking wannabee with a few connections makes you more susceptible than if you had a large number of connections.

This may sound ridiculous, but let me explain. Whether you are on LinkedIn, Facebook, or any other Social Network, as far as I know, your connections do not have the ability to directly or indirectly search or sort your connections. This means that someone wanting to search your connections or friends list must go through your connections one-by-one looking for possible customers.

A Large Network Makes Searching Time Consuming and Virtually Impossible

If you have just a few connections, this would be an easy task; if you have a large number of connections this would be a very labor intensive process. To me, this says that the larger your network the more protected you are.

Currently I have over 800 connections on LinkedIn, for someone to identify one of my customers would be a lot of work and I do not know anyone that would have the time to undertake that effort. I doubt that your connections would have the necessary time or inclination to undertake that type of task either. A large network can should include Network White Noise.

Creating Network White Noise

What is Network White Noise? This is a new term that I have coined and is the process of building lots of people into your network individuals that may or may not have an immediate networking value. Some of the people that you can add to create Network White Noise include family members, friends, former classmates, former teachers and professors, and others without a current business connection.

I call these connections Network White Noise because if someone is searching through your connections or friends list; these individuals will not have the value the searcher desires. Adding these people is one of the best things you can do to rapidly add Network White Noise to your network and therefore hide your clients and customers.

One of the best ways to continue your networking efforts, while still protecting the identify of your clients and customers is to create Network White Noise. Are you inviting friends, family, former teachers and professors, and other non-business related connections? If not, then why not start now?

Are You Talking To Your Prospects or At Your Prospects?


“You” Is The Word That Is Key To Your Success

The most important word when you are talking to your prospects and customers is “YOU”. I do not mean talking about you; I mean using the word YOU in YOUR communications as it refers to YOUR customers, prospects, or future employers. If your message is not using this word YOU are not connecting on the level YOUR customers/clients/patients and prospects want.

Look at the messages you create; are they process oriented or results oriented? Are they talking about what you can do for your future employers and customers; or do you spend your time talking about how you do it?

Your customers and prospects want to know what you can do for them. In addition to wanting to know what you can do for them; they want to know what you have done for others and therefore what they should expect from you. This is results oriented. This is talking to your customer.

Are You Process or Results Oriented in Your Communications?

If you spend your time talking about how you do things you are talking process and, although that is important, your customers consider it just that: talk. They want to know how THEY will benefit if they work with you and that is what YOU must be communicating.

Whether you are a job seeker, a professional, a sales person, a small business owner, or whatever; you must be able to convey your value based upon the results that you have achieved previously for your former employers and organizations or your former/current customers, clients, and patients.

Are Your Messages Focused On You or Are They Focused on Your Customers or Prospective Employers?

If your messages are not focused on prospective employers and customers/clients/patients the message must be changed. You want to impress those prospects with your stories of accomplishments and results. You want your prospects to be able to take your message and translate into results for them.

When your customer sincerely believes that they are first and foremost on your mind you are building your credibility, your reliability, your trust, and your brand.

Remember that facts tell, but stories sell! What is your story?