Here's how I used email marketing effectively

In 1998 Chris Hall, along with Robert Hughes, started his web design business, ICO Solutions. Even though he knew that technology would play a big part in the way the business was run, he never appreciated how powerful email marketing and e-newsletters would be in promoting its services. This has helped ICO grow significantly and it now employs 14 people.

What I did

Keep costs down

"At the outset I looked at all the ways in which we could promote our services. I considered advertising, brochures, newsletters, hiring sales people, building a website, using email, direct mail and PR. I then compared the cost of each and the likely success they'd have. By far the most attractive was using email - it's easy to create and cheap to send. I use some of the other sales methods as well, particularly our website, but email has become the key way in which we promote our services, arrange meetings and keep customers briefed about what's going on. 

"When we meet potential customers on a face-to-face basis, we always seek permission for us to email them information about our services. We also direct them to our website where they can review our newsletters and sign-up to receive future issues."

Don't spam

"Over the years I've learnt that there are some common sense rules, as well as legal restrictions, about using email and e-newsletters in the sales process. None of us like our inbox clogged with unsolicited emails. One way to irritate an existing or potential customer is to keep sending emails they don't want. New EU rules seeking to prevent spam have been introduced that cover all marketing messages sent by email, or text, picture or video messages. As a result I always make sure our emails say who they come from and allow people to opt-out from receiving them in the future."

Remember existing clients

"In seeking new sales opportunities it's all too easy to forget existing or past clients. We also use email a lot to keep in touch with people we're currently working with or who we've worked with in the past. Once a month I send a short general update about what we do - particularly highlighting any new products or services we've launched. I find it's a great way of keeping our name in front of people we know and getting more business from existing clients."

What I'd do differently

Think about what is being emailed

"When I sent my first sales emails I didn't give enough thought to what I was trying to achieve. Now I don't even think about emailing potential customers unless I'm clear in my own mind about what I want to say. First impressions do count and a badly worded email or unclear message can turn people off.  Before writing an email I always think about why I'm sending it, what I want to say and what reaction I want. Before pressing send I always review the email and try and put myself in the shoes of the recipient - if I received the email how would I respond? If I feel uncomfortable I re-write it or don't send it."

Invest in broadband

"Broadband has had a big impact on our business efficiency. If you have a dial-up connection the difference will amaze you. There's no more waiting for dial-up or failed connections, web pages are fast to load, and email messages are sent quicker, even with attachments. I'd recommend broadband to any business that uses the Internet or email a lot."

by Chris Hall, an expert in email marketing.