Why we ALL need a mailing list

I'm having a wee studio sale on another site and have been promoting on my social networks for a couple days. Today I finally drafted up a mini-newsletter to send out to my proper mailing list.

I *immediately* got bids on items and watchers!

The lesson? My existing customers are my best customers.



---Why do you need a mailing list?---
Because in terms of finding and converting buyers your existing customers are already through that process! They are people who found you, purchased, and are happy. It takes far more work to bring in and convert a new person into a visitor than it takes to nurture your existing customers to encourage repeat purchases!


---the old 20/80 rule---
80% of your business will come from 20% of your customers. Your existing customers are your most valuable business resource.


---HOW TO?---
It's easy. Simply ask. (yes, I know Etsy hasn't automated this but nothing stops us from just asking)

That's not so hard is it? :) When you make a sale send a simple email saying thank you very much, I will be shipping approximately such and such a date, do you mind if I ask how you found me and my shop? And would you like to be on my mailing list for (updates, newsletter, whatever you are planning). I send it out (however often) and (what it contains).

Now those last bits are VERY important. Customers will be more likely to to say yes to a personal offer rather than a form or button. Customers like to know you are offering information interesting to them and not just promotions. They want to know how often they'll get it, and what it will contain - so they can decide if it's relevent or they'd rather just bookmark or subscribe via RSS to your shop for example. (which is fine, some people I ask say they'll just keep an eye on my listings)

Even if only a few people say yes, a few is better than none. Over the years you run your business those few will grow into a strong valuable list! Even if you have none now, ask. Even if you only have 3 people on your list, draft a newsletter! Remember, they don't know how many people are receiving it.

---The actual mailings?---
Stick to a level you're comfortable with. If that's just an email you draft yourself, that's fine. (remember to BCC, blind carbon copy, the recipients - otherwise you are breaking the Data Protection Act by exposing all their personal emails to the rest of the recipients)

If you'd like to use a service that's fine too. There's a lot to choose from: bravenet, mailchimp, ConstantContact, VerticalResponse, Yourmailinglistprovider and others. Some have free version which are great for anyone with a small list or mailing less frequently. Most also have pre-designed templates available if you're not a design guru.





Let's make 2010 prosperous! And give our customers something interesting to read so they keep coming back. :)

Posted at 9:39am Jan 7, 2010 EST