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Save a Tree With E-newsletters

By: Mary Blackmon
Posted: June 16, 2008, from the August 2006 issue of Skin Inc. magazine.

Do you want to cut costs down to the bone, interact with key clients, drive repeat business to your spaand showcase your fabulous new services? E-newsletters are the ticket to efficient communication with pre-qualified clients and are a great way to bring in more revenue.

First things first: developing your list

Give people a reason to want to sign up to receive your e-newsletter—offer a sweepstakes or special benefit on your Web site that coincides with registration. Along with that, feature a pre-checked opt-out offer that reads “Yes, sign me up for XYZ spa’s special offers and updates!” Or you can have an opt-in, which means providing an unchecked box that requires clients to sign up in order to receive the e-newsletter. It is important to realize that you cannot legally market to those who signed up for the sweepstakes, but you can market to those who asked to receive your e-newsletter. Marketing to just anyone is known as spam,and it is illegal.

Tip: Log on to www.ftc.gov/spam for the latest on spam marketing rules and alerts for both businesses and consumers. Your privacy policy must be stated clearly on your Web site, as well. This policy specifies what is done with someone’s information once they have subscribed to your e-newsletter.

Tip: Safeguard your list. Do not sell it orgive it out. It is important that you send thee-newsletter to your trusting clients. Do not give your list to other people.

Second: frequency of message

How annoying is it when you receive messages from someone too frequently? Don’t you tune out? I do, and I’m sure clients do, as well. So don’t bombard your audience.