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August
2009
What
if there
were a button
on your
computer...
...and
every time
you pressed
it, you
sent a marketing
email that
would NEVER
be reported
as spam...NEVER
be unsubscribed...and
ONLY
went
to people
who were
already
interested
in what
you do?
Well,
it's as
close as
your "send"
button.
And it can
turn every
email you
write into
a subtle
marketing
email.
Here's how
it works:
Every
time you
send an
email, or
respond
to an email,
you attach
your email
signature.
Yet most
of us waste
that space
with unnecessary
contact
details
- like fax
numbers,
or web addresses
that are
perfectly
obvious
from our
email address:
sample
"old school"
email signature
-
no marketing
oomph!
Instead,
skinny down
your contact
info to
the bare
essentials
- then add
one or two
marketing
messages
to your
email signature
to promote
or publicize
whatever's
on the front
burner.
Now
that's a
marketing
message!
Have
your staff
follow a
similar
process,
choosing
marketing
elements
that are
most relevant
for their
role.
For example,
your general
manager's
signature
might promote
a free healthy
lifestyles
seminar.
Your front
desk staff's
email signature
might include
this month's
smoothie
special.
And your
group fitness
instructor's
signature
might promote
a new bootcamp
that starts
later this
month.
And place
a reminder
on your
calendar
to swap
out different
elements
every two
weeks.
Marketing
Ideas For
Your Email
Signature
In the
following
examples,
hyperlink
the italicized
words to
the appropriate
page on
your website
or use a
"mailto"
link.
1) upcoming
events
"RSVP
for free
10/10 seminar
"5 Ways
Exercise
Turns Stress
Into Positive
Energy"
Link
to email
form or
website
page promoting
event.
2) attention-getting
content
"Wow!
Photos from
last Saturday's
boot camp
at Trinity
Park!
Link
to website
page with
photos.
3) recognition
and awards
"Winner
of 2009
Hudson Valley
Entrepreneur's
Award!"
No need
for a link
here.
4) Newsletter
subscription
"Get
monthly
recipes,
menus, and
snack ideas
- free!"
Link
to your
newsletter
signup page.
5) invite
participation
in event
you are
sponsoring
"RSVP
to help
Joe
at our 8/19
Spinning
For Sarcoidosis
fundraiser"
Link
to an email
form or
"mailto"
link, or
to the promotional
page for
this fundraiser
on your
website.
6) new product
announcement
""Next
week: new
C-o-o-o-o-l
Yoga class
- just the
ticket for
July" and
lemonade
will be
served!
Link
to registration
page or
schedule
page, or
simply use
a "mailto"
link.
7) Your
latest blog
post or
Facebook
post
"New:
10 foods
I will never
touch again"
Link
to this
blog or
Facebook
post.
8) promotions
or special
offers
"Holiday
savings:
Fun fitness
toys overflow
gift baskets...$9.99
& up"
Link
to promotional
page on
website.
9) staff
recognition
"Congratulations
to Carla,
the Lifestyle
Center's
newest certified
clinical
exercise
advisor!"
No link
required
- or you
can link
to a website
page with
staff introductions.
10) reinforce
networking
relationships
Use almost
any of the
above ideas
- but about
a networking
partner,
not your
wellness
business
"RSVP
for Natural
Fuel's lunch
& learn
"Raw Food:
It's Not
Just For
Rabbits"
Link
to a sign-up
form or
use a "mailto"
link.
11) recruit
staff
"Now
hiring:
Email
me if you
know a front-desk
superstar
who's organized
- and has
a great
memory for
names!"
Related
articles
on health
& wellness
marketing:
Winback!
How To
Recapture
Lost
Customers,
Clients
&
Members
Altruism
Marketing:
When
Giving
Away
Your
Business
Makes
Sense
Sales
Friction:
How
Wellness
Businesses
Scare
Off New
Clients
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