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A major caveat to the one-to-one and direct marketing suggestions in this chapter is that, per eBay policy, you must first obtain permission from your customers to participate in marketing activities that involve them. Customers are much more receptive to marketing materials that they ve agreed to receive. In Internet-speak, this is called allowing your customers to opt-in. With their permission in place, any e-mail promotion, newsletter, or other ad campaign will be a welcome item in their inbox. Without their permission, they ll view your promotional material as spam, click the Delete button, and won t return to shop with you again. Getting customers to opt-in to your retention efforts is as simple as just asking. Include an invitation to receive marketing materials from you in the email correspondence you send. Use the Selling Manager Pro e-mail template editing capability discussed earlier to include an invitation to opt-in to your promotional offers. Note that it is against eBay s policy to send marketing e-mails to your customers once you have completed the post-sale e-mail process, unless your
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Customer Satisfaction and Retention
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customers have opted-in to receive further communications from you. Design your own opt-in process with your customer e-mails, or use the system offered by the eBay Email Marketing Program, but be sure to get your customers AOK before launching any retention efforts.
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Caution: eBay requires that sellers obtain opt-in permission from customers to include them in marketing and e-mail campaigns. Use Selling Manager Pro s e-mail template editing feature to include an opt-in invitation in every correspondence you send out.
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Creating a free newsletter with insider information and educational material about your niche can pump up sales handsomely. Valuable information about your products and your business is like a gift to your customers, and it s a gift that gives back to you. It draws them back to your business, it piques their interest in your products, and it encourages them to purchase more from you. It s a highly profitable endeavor that creates a reciprocal relationship you give them information and they give you their business. Don t think of a newsletter as a way to overwhelm your customers and prospects with advertising, though. It s just a way to establish a dialog with your audience. Use the medium to help customers learn more about your industry and the uses for your products. Make it practical and down to earth. Forget about overt pitches and heavy-handed marketing speak. You can also initiate a dialog in which you ask customers about their needs or conduct polls. When you write newsletters that provide valuable information, your readers learn more about your business, and you do, too!
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The Number 1 rule for newsletter writing is be informative. If you re going to spend the time writing a newsletter, you need to come up with information that is interesting to your customers. So what works Here s a short list: Sale information Upcoming events (at your eBay Store or in the physical world) New merchandise and expansion of product lines Inside information concerning seasonal trends or supply issues New developments in the industry News about famous people who use your product or service Testimonial stories from reputable sources Certifications or awards granted to your business (relate this to customer value)
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New or novel ways to use your product (think of Avon s 50 uses for its Skin-So-Soft product) News about your product that has surfaced on local or national news programs Remember, news is the crucial element in a newsletter. Don t tell people things they already know, and don t repeat content from your eBay Store, item listings, or About Me page. Get creative: if you sell culinary tools, include an uncommon recipe; if you sell baby toys, include information on early childhood development. Include information that is interesting on its own but also encourages the sale of your merchandise. Once you ve offered valuable or interesting information to your customer, give a little marketing push in your newsletter. Always include a link to your eBay Store and an incentive to return. It can be a 10-percent-off coupon, free shipping offers, or information about current and future listings. Offer them a great reason to return to your store.
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In your newsletter, always include a link to your eBay Store and an incentive to return. It can be a 10-percent-off coupon, free shipping offers, or information about current and future listings. Offer them a great reason to return to your store.
Keep your newsletter short and sweet with no articles longer than 200 words. Think chunks and sound bites here. Keep the tone personal and familiar, and write as if you re speaking to your customers directly. Pay attention to headlines go back and reread the 4 discussion on headlines if you need to. The same rules apply, except that newsletter headlines are more informational and news focused.
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