Converting a Snail Mail List to an Email List (for a Bike Shop or Anyone Else!)

I was working with a bike shop recently with an interesting problem. They had a snail mail list of over 10,000 names that they'd acquired over the years they'd been in business. While they periodically mailed the list with a newsletter or a promotion, this occured less than they'd like because of the expense involved. The solution was obvious, email the list instead but, as they'd never collected email addresses, this wasn't possible.

The solution for them, or for you, use snail mail to build your email list. Specifically, use a low cost postcard campaign to drive your snail mail list to your web site and once there capture their email addresses. Tie your campaign to a compelling sweepstakes - a bike giveaway or a top-of-the-line tuneup or new components - something that's going to capture their imagination and their EMAIL addresses. Take an 'everybody's a winner' approach (and insure a higher response) by offering a coupon for dollars off their next purchase or service call that can only be downloaded from the web site. Don't forget your customers who are Internet or computer phobic - give them an opportunity to participate - at least in the drawing portion, by mail.

The result, thousands of email addresses + a cleaned-up list + renewed interest in your business = thousands of dollars in new business as people redeem their coupons, learn, on an on-going basis, about your latest products and services and tell their friends about what a great business you are.

Think about it. Do you have dozens, hundreds, or thousands of names languishing on a snail mail list. Do you dread mailing it because a.) it costs too much and b.) you only have a vague idea if it's effective or not? Then consider tying your next mail campaign to a web site promotion. Use post cards that point people to a unique landing page created solely for the promotion (don't know what a landing page is? ask me...). Provide a compelling offer including a reason to sign-up for your ezine or email alerts. Track the results (a lot easier to do on the web). Rinse. Repeat.

(For more ideas on building your list read my earlier post on "How to Build an Email List...)

Thanks for reading...

tom.gray@gemsolv.com
GeMSolv.com