Add these numbers please:
- .43 Postage
- .06 Envelope
- .14 Printing
- .02 Labor
If your total is 65 cents, you and I agree the cost of
a hard copy newsletter or promotional flyer via the
postal service is expensive. You can quibble with me
about volume discounts, bulk rates and special deals
being cheaper all you want, but I don't care.
Snail mail is expensive when compared to the
cost of sending this programmed arrangement of
electrons you are reading right now. And snail mail is
clumsy and awkward to handle for both the sender
and the recipient.
If your horse business marketing program doesn't
include newsletters and promotions, it should. And if
you're like most people in the horse business, you
don't send regular mailings. That's because you
don't have time to follow through with
conventional snail mailings and you don't
have time to learn how to send an e-newsletter
from your computer.
I don't know the difference between HTML, CSS or
CFML, but with some help from assistant Jackie, I
manage to produce an electronic newsletter each
week for you to read. Which means: If I Can Do It,
So Can You.
Here is the non geek short course:
- Use an electronic newsletter service like Constant Contact
use Constant Contact; my friends love AWeber.
- Don't do it yourself. Your mailings won't make it
through the spam filters; the newsletter services have
things worked out with the filter folks for your
newsletter to gallop right by their obstacle course.
- Select a template for the format and stick to it. If
you were a graphic designer you wouldn't be in the
horse business. Make it easy on yourself.
- Collect e-mail addresses, with permission from
the owners, to add to your mailing list. Simply ask,
"Would you like to be on our e-mailing list?
Unsubscribe whenever you want with a single
Send your newsletters, results, stories to your
prospects, clients and raving fans with regular
frequency. Frequency is important. They
forget about you because the world is a very
distracting place and readers have limited attention
Content for your e-mailings can include:
- Horse shows
- Lesson programs and Clinics
- Horses for sale
- Client achievements
- Help wanted
- Riding or Training tips
- Client Photos
- Veterinary announcements
- Party, picnic announcements
Electronic "e-zines" or newsletters are one of the best
low cost high-impact marketing tools available