Be Consistent

Don’t Do This. This is Dumb.

Earlier in this article, we asked the question, “Can e-mail marketing, in combination with your store’s website, eliminate the need for direct mail (i.e., ‘snail mail’) promotion?” The answer: Not if you’re going to be stupid about it.

My brother recently received a form letter from his veterinarian. It was printed on colored letterhead and mailed first class. Assuming a mailing list of 2,000, the vet most likely spent in excess of $1,000 sending this letter to my brother and other customers.

The letter extolled the virtues of the veterinarian’s brand-new website. The website promised to answer common questions and provide all manner of interesting and helpful information.

There was only one catch: Nowhere in the letter could you find the URL (address) for this wonderful site. Nor could you find it using Google, MSN or any other major search engine.

So not only is the vet out the $1,000 or more he spent on this now useless mailing, imagine the cost of the manhours his staff is going to waste answering phone calls from clients who feel compelled to point out this failing.

The bottom line: If you want to use the Internet to promote your business, great. Just remember to tell people where to find you — and, in case they forget, at least make sure they can find you on Google and other major search engines.

We’ll talk more about this in the next issue of Diveretailing.com.