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Discovering and Developing Brand with a Newsletter
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Newsletters show your audience the mindset, personality, needs, and aspirations of your organization and its brand. It s unlike the copy you create in your item descriptions that serves the purpose of selling a product. In a newsletter, it s much easier to come out and say things without creative constraints. When your customers and prospects know where you re coming from, they gain another level of personal association with regard to your business. Customers let their guard down a little and they feel like they re engaging with an acquaintance rather than a big, sterile company. No matter what business you re in, creating a newsletter is an exercise in understanding the value of your business and finding ways to communicate that to your audience. It s another way to get your marketing brain chugging
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along. Writing reinforces the things you learn. It serves the dual purpose of conveying your brand to your customers while helping you continually refine your brand image.
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eBay Stores E-mail Marketing Program
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eBay now offers sellers an extremely simple way to create marketing newsletters and send them to customers. With the eBay Stores E-mail Marketing Program, sellers create customized e-mails or newsletters to send to customers. The e-mail campaigns can include featured items with pictures, lists of items currently available in your store, and text with personalized messages, articles, or any other element you wish to include. You can edit existing templates provided by eBay (which can be customized with your own header) or plug in your own HTML. Either way, your e-mail newsletter is delivered with links directly to your store and listings for ease of shopping. Figure 6-5 shows a sample of a newsletter created with the program. Note the niche focus of the subject, the eBay Stores URL link at the top, the article that interests the photo-collector recipient, and the gallery photo links to purchase goods currently for sale. The program also allows you to create five different newsletters with five different mailing lists. Remember the customer groups we discussed earlier This is an excellent opportunity to tailor different newsletters to appeal to different types of buyers. eBay makes it easy to get customers to opt-in to your newsletter mailings and build your mailing lists. Encourage your buyers to add your eBay Store to their favorite sellers and stores list. The link automatically appears at the top of your eBay Store pages. You should also insert a link in all of your item listings. Use the Inserts pull-down menu in the Description section of the Sell Your Item form to enter the HTML that inserts the link in your description text. Finally, include the link in every e-mail you send out. When your customers click the Add To My Favorite Store button, they are linked to a page that allows them to select to opt-in to your newsletter. Include text with your link that guides your customers to click the box for the newsletters to which they want to subscribe. Figure 6-6 provides a view of this page. With mailing lists ready to go, just create your newsletters, send them off, and wait for the business to roll in. Your e-mail campaign will also go through eBay s e-mail server, which helps avoid spam filters and cuts down on the number of undeliverable messages.
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Note: eBay limits the frequency that you can send e-mail campaigns to
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once a week. However, this is appropriate timing for retention marketing efforts. If you flood your customers with too many marketing messages, they will be turned off from shopping with you.
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Figure 6-5 This newsletter was created with eBay s E-mail Marketing Program.
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Figure 6-6 The Add To My Favorite Sellers and Store page allows customers to add themselves to your E-mail Marketing Campaign lists. It makes opting-in easy for both buyer and seller.
To sweeten the deal, eBay reports on the effectiveness of your e-mail campaigns, including the following information: Total number of recipients E-mail opened Item clicks Store clicks Member profile clicks (shows feedback rating and comments) Total number of bids and Buy It Nows the e-mail generated Charges incurred
eBay gives a free monthly e-mail allocation depending on the Store subscription level. The monthly allocation breaks down as follows: Basic Store 100 free e-mails a month Featured Store 1000 free e-mails a month Anchor Store 4000 free e-mails a month
Once you pass your monthly allocation, eBay will charge you one cent for each additional e-mail you send as part of your e-mail marketing campaign. This is an incredible opportunity to launch a customer retention effort for very little cost. Additional information is available at http://pages.ebay.com/ storefronts/emailmarketing.html.
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