Saturday, July 12, 2008

Managing Your E-mail List

Building a good list is one of the biggest challenges you’ll face early on when starting an e-newsletter for your garden center. And while it sounds funny, Phil Adikes of Garden Center News says you actually don’t want to make it too easy for people to sign up. “Giving them $5 off their purchase to sign up for your e-newsletter isn’t really a good idea. They want the discount, not your newsletter,” he says.

Instead, Adikes says, offer them something of value. “Ask them if they want to be a member of your Preferred Customer Club, where you’ll notify them about special events or products before anyone else gets to hear about them. Those are the people I want getting the e-newsletter. I’d rather keep it to an interested group.”

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