Web Wise

Building Your Opt-In E-mail List

Planning an e-mail marketing campaign that works is not easy. It takes a lot more than importing your existing customers' e-mail addresses into a database and occasionally sending e-mails and special offers. Acquiring new e-mail addresses is an extremely important part of the process. If you don't do it right, you are putting a good electronic relationship at risk.

Although there are several strategies to building your e-mail list, one important rule prevails. Never add an e-mail address without the authorized consent of the owner of the address. Doing so puts you in violation of the CAN-SPAM Act regarding commercial e-mail. How do you get that address? Try the following: Provide a link to sign up for your e-mail list on every page of your Web site. Take it one step further and add a link to every e-mail you send out.

Offer an incentive to sign up, such as an e-mail only shop discount. Sallas Auto (sallasauto.com), with locations in Kansas City and Overland Park, Kan., does a great job of acquiring e-mail addresses. They provide coupons and enter customers into a monthly contest for providing their e-mail address.

Ask your customers for their e-mail address when they bring their car in for service.

Also, publish the link on all printed materials you send, including any promotional items.

When you're asking a customer to opt in to your list online, there's really only three essential pieces of information you should try to acquire: first name, last name and e-mail address. Everything else, such as make and model of vehicle, home address and phone number, should not be required. Never overwhelm your customers with a long opt-in process.

Once the customer opts in to your list, be sure they receive a thank-you e-mail. Most e-mail marketing programs, such as Constant Contact (constantcontact.com) and Emma (myemma.com), will distribute a thank-you e-mail upon completion of the form. This way, the customer knows they have provided you with all of the necessary information needed to opt in to your list.

In addition to a thank-you e-mail, you may want to send them a thank-you package. This could include a link to your current e-newsletter, a special discount and links to useful information on your Web site.

ASA Web Ways

ASA Shop Locator Drives Consumers to Your Shop

Have you checked your listing on the "Find Nearest ASA Shop" section of ASA's Web site (www.ASAshop.org)? Thousands of consumers do each month. Generating more than 150,000 maps to ASA member shops a month, the shop locator allows consumers to find an ASA shop within a 20-mile radius of a specific ZIP code or address. Maps and driving directions to every ASA-member shop have been incorporated in the locator. ASA members can also upgrade their listing for a small fee to include hours of operation, specific services offered, accepted methods of payment and business affiliations. Upgrade your listing by visiting ASA's Members Only area and clicking on "ASA Shop Locator Upgrade."

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