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the Favorite Seller Digest. Encourage buyers to add you to their Favorite Seller Digest. This gives them the option to receive a weekly, biweekly, or monthly e-mail that includes your newly listed items. While you don t have the option of customizing this digest, as you do with your own newsletter, it s still a great promotion for your store. And it costs you nothing.
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Marketing newsletters have historically been printed items sent via snail mail. Having a simple, physical newsletter to send to your customers has its benefits for eBay selling, too. There s something special about getting mail especially if it s nicely designed and printed and full of useful information. It sticks in the customer s mind better than an e-mail. It causes them to pause and reflect on your business. It lingers on their desktop and can be looked at repeatedly or passed on to a friend. It reinforces your brand. Plus, you don t have the worries of spam blockers preventing the delivery of your message or customers ignoring your e-mail and clicking the Delete button. The benefit of e-mail newsletters is the interactivity they provide the customer. With links to take the customer immediately to an item for sale, it seizes customer purchase impulses in a way that a piece of snail mail can t. E-mailed newsletters are also substantially less expensive (and time consuming) than printing and mailing your newsletter. So what s a seller to do You can do both: create your e-mail newsletter campaign, but use the same information to create a printable version of the newsletter. Include in your printed version your eBay store URL along with information for opting-in to the e-mail version. Consider using professional printing services to give your printed materials extra punch. Online printing services such as VistaPrint (http://www .vistaprint.com) offer preformed templates and custom-designed options for a variety of printed marketing materials, including newsletters and flyers. Many eBay users use VistaPrint for their free business card offers, and once you re on their mailing list, you ll frequently receive promotional offers that make their pay-for-print services very reasonably priced. (This is a prime example of a marketing retention effort that you can emulate!) Given the costs involved with postage, target the mailed correspondence to a select group of customers you believe will respond most strongly.
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However, print plenty of extra copies of your newsletter and include it in every package you send out. We mentioned earlier that a newsletter is a gift of information you give to your customers. Our next section discusses how to use the power of gifts and other direct marketing efforts to retain loyal customers.
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A new service offered to eBay Stores subscribers is an interface where sellers can create printed promotional flyers easily. Offered are customizable templates where sellers can choose to include Store information, the Store URL, personalized messages to customers, and showcases of items for sale. You can also insert preexisting Store settings such as your policies or promotional boxes. This service is free of charge, and is a simple way to print a newsletter-style flyer that can be mailed directly to customers, placed in packages, or distributed as one would pass out business cards. The link to create an eBay Store Promotional Flyer is available on the Manage Your Store page. More information is available at: http:// pages.ebay.com/help/specialtysites/promotional-flyer-ov.html.
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Advertising at the point of purchase just makes sense, period. Remember our cross-selling and up-selling discussion from 5 Encourage multiple purchases when a customer buys something from you. Use the crosspromotions on your item listings to your best advantage. Take the opportunity in your confirmation e-mails to suggest a go-along item. Offer shipping discounts for multiple purchases. Encourage your customers to visit your store again. Every package you send out is a unique direct marketing opportunity. Think of traditional marketers and junk mail. How much money and effort (and trees) do they waste sending out tons of stuff every day Our mailboxes are clogged with it. But putting an extra marketing item in each package you send is simple. And the target is your ideal demographic: a paying customer who is excited to open his eBay package! Suggestions for marketing materials that can be dropped in each package include the following: A printed copy of your newsletter or eBay Store Promotional Flyer Your business card
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Catalogs/brochures A thank you note on your business stationery (including a gentle request for positive feedback) Coupons that encourage repeat business (for example, a discount or free shipping on a next order) A gift as a token of appreciation
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