Email allows for more personalized and targeted communication compared to other advertising mediums. Businesses should use email to build relationships with customers by sending timely, relevant messages about local events and offerings instead of generic promotions. For example, a business in Phoenix could promote a "Beat the Lakers Special" for an upcoming NBA playoff game to engage sports fans. Customized email messages can help businesses stand out from generic ads and better connect with customers.

1. Use Email to Get Inside

2. So now that you are systematically collecting opt-in emails
from your customers (if you are not see
www.promoterz.com) how effectively are you using email
to build the relationship with your customers? Do you see
email as just a cheap replacement for traditional
print, radio, or TV advertising? If so, you are leaving
opportunities on the table.

3. The other day I saw a "Graduation-Wedding-Mother's
Day" sale advertised on television. I was a little surprised
that they left out Memorial Day, but it highlights a few of
the draw backs of the medium. First, it is shotgun meaning
that everybody sees the same thing so you are tempted to
provide something for everybody in the same ad.
Second, it is expensive and takes time to create ads, so the
inclination is to make them either very generic
or, again, cover all your bases.

4. Email doesn't have those problems. You know exactly who
you are sending to (and with your opt-in list you know
they want it) and you can put an email together in a few
minutes and send it out (if you can't, check out
www.promoterz.com). With these strengths, if you are
using email just to say what the other guys are saying on
TV you are shooting air balls.

5. Think of the email you get from your friends. Do they send
you "Happy Graduation-Wedding-Mother's Day" emails?
No, chances are they talk about last night's game, what
happened over the weekend, or a great place they visited.
Email allows you to be immediate and to be current. Use it
that way.

6. Here is an example. The Suns just lost game 4 of the first
round of the NBA playoffs to the Lakers. If you've got a
business in Phoenix how about a "Beat the Lakers Special"
in preparation for game 5? Throw in a blurb about how
many teams have come back from 1 and 3 in the first
round and sign off with "Go Suns!"

7. Customers not sports fans? No problem, find another local
or regional event to mention. The point is that there are
thousands of businesses out there throwing millions of
dollars at generic ads. With email you now have a way to
cut through all that chaos and capture your customers'
imagination and enthusiasm with some thing that is
uniquely you and your business. So use it.

8. Hey, if you got a big guy inside--get him the ball!

9. Please visit:
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