bakingbuyer - May 2011 - (Page 46)

CONSUMER PURCHASING Effective E-Newsletters If you’re looking for a new way to communicate with your customers, e-newsletters—newsletters sent to customers via email—can be a highly effective tool if executed properly. Many bakeries utilize e-newsletters to promote signature items, special events or daily or weekly specials, as well as link to other online tools such as Facebook pages. To get the best return on your e-newsletter, follow these tips. it. And be respectful of your contact list…don’t sell it to marketers. 2. Make the email visually appealing and easy to open. Photos and graphics are great eye-catching tools. But remember that they can also increase file size, which can make them difficult to open—or even deliver or receive. Make sure that you are using low-resolution (72 dpi) images. 3. Watch your spam rating. Most e-newsletter services have a feature that provides a spam rating before you click the “send” button. Pay heed. It notes things like the subject line and words such as “click here,” which are common to spam messages. Keeping the spam rating down will keep your email out of the junk mail folder. 1. Email only those who want it. The last thing you want is a reputation as spammer. Be sure that you are only sending your e-newsletter to those who sign up for 4. Be opt-in, and offer an out. Be sure that you have permission to email your customers. Only add to the list those who sign up for it, such as on a signup sheet at the registers. And always give customers the option of unsubscribing to your e-newsletter. 5. Choose words carefully in the subject line. Don’t include symbols such as dollar signs in the subject, as this is a red flag for spam filters. According to tips on About. com, most spam filters are set up to move any messages with “$$$” in the subject line to the trash or junk folder. 6. Be consistent. Identify your key customer base, and determine the prime day and time that they open email. Then stick to that day and time, so they will always know when to expect your newsletter. JOANIE SPENCER E-NEWSLETTER SERVICES If you have a large email database, your best bet is to subscribe to an email service that specializes in sending e-newsletters to large email lists. Three of the top services are: Magnet Mail (www.magnetmail.net) Constant Contact (www.constantcontact.com) iContact (www.icontact.com) Sign up for Baking Buyer’s e-Newsletters! Visit http://bit.ly/clUnJM 46 · BAKING BUYER · MAY 11 http://www.magnetmail.net http://www.constantcontact.com http://www.icontact.com http://www.bit.ly/clUnJM

Table of Contents for the Digital Edition of bakingbuyer - May 2011

bakingbuyer - May 2011
EDITOR’S NOTE - The Bakery Showman
CONTENTS
INDUSTRY NEWS
APC/Crisco National Pie Championships
Caravan Launches New Website
National Honey Board Offers Bakery Formulas
Cake Boss Joins Get Back to Scratch
The Baking Channel
Preferment Primer
Birth of the Slider
Team USA Profile
Extremem Cakes
Macaroon Sushi
Think Outside the Bakery
Chocolate Mousse: Tips & Techniques
Get your Grill on
Effective E-Newsletters
"The Greatest Show on Earth"
Welcome Home
Getting to Know You
Brandon’s Cookies
Re-Cakes
Lessons Learned
Wedding Statistics
Efficiency in Motion
Syrups vs. Grounds
FEATURED PRODUCTS
PRODUCT SHOWCASE
MARKETPLACE NETWORK
AD INDEX
Baker's Dozen

bakingbuyer - May 2011