For many businesses, using good ol' e-mail may be the
surest-and is certainly the cheapest-way to build traffic to their
sites. "E-mail still gets results," says Hans Peter
Brondmo, chair of PostCommunications.com, a San Francisco-based
e-mail marketing firm that numbers Palm Computing, Victoria's
Secret and Wells Fargo among its clients.
One key to making e-mail effective: Use "opt-in"
sign-ups, where Web site visitors are asked to indicate whether
they want to receive e-mail from you. How to get sign-ups?
"Offer a free monthly newsletter," says Kinnard.
"The key is to give really good information."
Effective newsletters usually mix news about trends in your
field with tips and updates on sales or special pricing. Another
key: Include hyperlinks so interested readers can, with a single
mouse click, go directly to your site and find out more about
specific topics of interest.
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Once your marketing efforts start attracting surfers, and then
customers, to your new business, you'll need to find out
exactly who's buying your products or services. Getting to know
your market will help you chart the direction of your new dotcom
business.
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