Email marketing is one of the most effective tools you have to build your eBay business. The subject of email marketing is often misunderstood, and there are certainly many different types of email marketing campaigns that you can carry out. One of the most effective is the email newsletter, and eBay has some convenient tools for you to create and distribute a newsletter to your customers.
A monthly newsletter that features information, entertaining articles, and featured products helps to keep your name and your brand in front of your customers. The mistake too many eBay entrepreneurs make is to neglect repeat business. The most successful eBay entrepreneurs are those who spend time carefully cultivating this type of business, and build up a list of steady clientele over time. It’s easier to do this than most people realize, and you can start with just a simple newsletter.
The eBay Newsletter Tools
The folks at eBay have thought of everything, and have given you the tools to get started with your newsletter campaign. They’re easy to miss, and many eBay sellers don’t even know they exist. Just go to your account tab and select the “Marketing Tools” pull-down menu and click on “Email Marketing.” You’ll see a “Create Email” button there, and you’re going to use this feature not to create just a basic email message, but a more detailed and marketing-oriented newsletter. eBay includes several templates to choose from, or if you know HTML or are using the services of a skilled designer, you can customize it. Using the existing eBay tools is the best approach, as external email newsletter programs cannot be integrated with eBay.
Marketing studies have shown that HTML-based, graphics-rich emails get better results than plain text emails. Years ago when broadband Internet was not quite so prevalent, conventional wisdom was to create email marketing in plain text so that it would load quickly, but that is less of an issue today—and a more graphical design to your email newsletter will get more attention and better results.
How often should you send it?
The eBay system allows you to send an email newsletter as often as once a week, but most marketers recommend that serious retailers don’t campaign quite that often. You don’t, after all, want to be seen as a “spammer.” A monthly newsletter, presented in a friendly tone and containing entertaining and useful information and special sales, will usually be welcome by most of your existing customers.
Use your brand to be consistent
If you’re like most successful eBay sellers, you’ve already gone beyond the basic cookie-cutter templates offered by eBay and created an eBay store and listing template with your own unique look and feel, distinct logo and color scheme. You can use this same unique design in your newsletters as well, even if you don’t know HTML. When the email wizard asks you whether you want to use your listing header, just click “Yes”. This puts your store logo and colors right on your newsletter.
When you create your email marketing campaign, design your email messages to fit the same theme of your eBay store. There is a solid reason for this strategy—it makes you recognizable. When your email comes through on the other end, when you have that same color scheme and same logo in place, your customer will instantly recognize who the email is from, and if they have had a positive experience doing business with you earlier, they are more likely to read it.
eBay has many marketing tools apart from e-mail marketing to actively promote your store and items. The e-mail marketing tool is ideal for reconnecting with past clients and converting one-time visitors to repeat customers. By sending out e-mails you are reaching out to a handful of existing customers as well as potential clients. Reaching out to a handful of people is still better than none, considering that word-of-mouth messages could bring many more customers to visit your eBay store.