June 6, 2007

Table of Contents

Gear Synch's EmailMagnet
Collect customer email addresses in a snap!

Gear Synch's EmailMagnet is an in-store kiosk email collection system which allows retailers to effortlessly collect email addresses from their customers. The kiosk's unique wireless technology allows for deployment virtually anywhere!
> READ MORE
Customize Each Email
The Dynamic Data Rule

Want to include a special message in your email to everyone who is having a birthday this month? CoolerEmail's Dynamic Data Rule capabilities can make it happen.

To learn how, click on the CoolerEmail HELP tab and Search For: Dynamic Data
> KNOWLEDGE BASE
Generate Double Opt-in Subscribe Code
Generate Subscribe Code

By placing the HTML provided on the auto-subscribe page on your webpage, you can create an automatic signup box. Simply copy and paste the HTML in blue!

The name and company fields are optional. If you do not want to receive an email when someone signs up, don't add the 'notification' hidden form field.

If you want several people to receive emails when someone signs up, put a comma between the notification email addresses.

It may be easiest for you to start off using the Wizard (the button to start the Wizard is at the top of the Website Signup Form page, under the HELP tab).
To see the code for Double Opt-In Subscription, Referral Programs, Website Profile Update, Send Webpage To A Friend, Support Request Form and Special Options click the HELP tab and go to the Website Signup Forms link.
Creating Surveys
Creating surveys in CoolerEmail is a simple form-based process.

Under the Libraries - Survey Library tab, you will see a record of all of your surveys and can create new questions. Once there you will be able to write the question you would like to ask. In each email you send out will be one question which will link to each follow-on question.
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Cooler by Design Send your comments to Bill Mitchell
Expert Advice & Informed Opinions
For those of you who haven't yet come across the great resource that is ClickZ, you owe it to yourself to check it out.

ClickZ is an amazing resource for interactive marketing news. One of their regular expert columnists is Al DiGuido. In a recent article he had some interesting thoughts on leveraging the awesome power of email for smaller businesses.

DiGuido writes: "I've spent time lately thinking about the local merchants in my neighborhood, and just how far they are from truly leveraging email to build better customer relationships. Too often we talk about how properly designed email strategies can drive large Fortune 1000 organizations. Many of the same strategies and technologies can perform incredibly well for the local merchant."

He then goes onto illustrate his point with two examples.

In the first, he discusses a locally owned and operated health club, and the as yet unrealized opportunity to use email to grow its revenue stream.

He continues: "...Behind the Lifecycle equipment and flat-screen TVs is a major business. Fitness centers derive revenue from subscription fees and supplement these fees with a share of the revenue generated by training programs administered by a team of instructors in each facility. The goal for each trainer is to book training sessions with each member. The club makes money each time a member books and uses a session."

The flaw in this plan is their old-school method of keeping track of and booking new sessions, i.e. phone calls and direct mailings.

DiGuido's suggestion:

"Why not try an email solution? First, the club collects email addresses for all members, saving boatloads of dollars on direct mail and postage. Next, it builds a customer database to track member profiles and their training regimen. Then, it creates a series of relevant email communications to remind members of training sessions. The club could also produce a newsletter, with personalized diet, exercise, and supplement (available at the club) suggestions for each member.

Just think how excited fitness marketers would be if a fitness chain would place their messaging in an ongoing newsletter, alert, or reminder message program. That's the right audience at the right time for an advertiser. One or two advertisers would likely cover the entire cost of the communications program. What an incredible combination: more effective communication, money saved on direct mail and postage, and an advertiser partners to underwrite communication costs."

In his second example, DiGuido describes Mitchell's, a family owned clothing store in Westport, CT. Mitchell's, a local institution, is famous for their customer care and service. Still, he laments, they are stuck in yesterday's way of thinking and marketing - primarily by direct mail marketing.

DiGuido sees a better way:

"First, the store must collect customer email addresses in all its stores. Then, it builds a database that matches point-of-sale purchase information to the customer's profile.

What an incredible service Mitchell's could offer by sending personalized email messages to customers based on their profile."

The problem for these and many small businesses is: "They're too busy working within their existing models to think outside the box."

And that, he says, is where we come in: "We must start promoting the tools, services, and strategies that can and should be deployed on a local level to help these merchants scale their businesses in a new world of customer communications."
> READ THE FULL Al DIGUIDO COLUMN HERE

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