Editor’s Note: This article was originally published by Web Marketing Today. Practical Ecommerce acquired Web Marketing Today in 2012. In 2016, we merged the two sites, leaving Practical Ecommerce as the successor.
Who are your company’s best online prospects? Probably the people who have already visited your site. How can you continue to market to them? One way, of course, is through an e-mail newsletter. But you can market more directly than that.
Six months ago I began receiving information from Web forms on our site, not only via e-mail messages but also saving it in tab-delimited databases on my Web server for future use. As a result, I can directly market to those who have visited my site in the past. Let me explain the process in a somewhat technical manner. I hope you can adapt parts of this strategy to your own site.
First, you’ll need to set up a form to receive data. To be useful, you must distinguish “Kilroy Was Here” inquiries from good prospects. To do that you need qualifying questions.
Part of my business is designing online retail stores for clients, and recently I wanted to contact those who had visited my site over the past six months to see who might be ready to have me set up a store for them. I used three qualifying questions to help me determine the best prospects:
1. “Approximately how many products (SKU numbers) do you anticipate?” This told me the project’s scope.
2. “Which best describes you?” allowed these choices:
- Just browsing. Not interested in an online store
- Want my own store and need a developer to set it up
- Want my own store. I’m essentially a do-it-yourselfer
- I’m a developer/designer looking for store-building tools
- I’m an ISP looking for store-building tools
3. Finally, I asked: “Would you like someone from Wilson Internet Services to contact you?”
- Yes, please call me.
- No, don’t contact me.
I decided that I would contact individuals seeking to build a store of any size, that my best prospects were those who said they “need a developer” as well as “do-it-yourselfers” who might have gotten discouraged with the process. I decided not to send e-mails to individuals who specifically asked me not to contact them.
You can see how important qualifying questions are to targeting your best prospects. What kinds of qualifying questions would be best for your business? Why don’t you jot down a couple before reading on?
Forms with Database Capability
Setting up forms is a higher-level skill than learning HTML, so it’s a hurdle you may need help with. There are many forms-to-e-mail programs, probably one supported by your Web hosting service. Ask your ISP if it has the following:
- MIT’s Cgiemail by Bruce Lewis (http://web.mit.edu/wwwdev/cgiemail/)
- Matt Wright’s FormMail (http://www.worldwidemart.com/scripts/formmail.shtml)
- FrontPage Forms (FrontPage 97 calls them WebBots, FrontPage 98 calls them Components) using FrontPage extensions.
E-mail feedback from your forms allows you to provide immediate responses to visitors. But without a database to store their data, a longer-term e-mail marketing campaign is difficult. Yes, there are programs such as Arial Software’s SignUp (http://www.arialsoftware.com/index.asp?PageID=ProductsSignUp2) that parse e-mail fields into a database, but they can be picky about the exact format of e-mail messages and don’t work well with longer memo fields.
Another advantage is that you can choose to place the logfile in a non-Web location and download it using FTP, or you could place the logfile in a password-protected directory to access and download it with your Web browser.
Importing Data Logfiles
Most smaller businesses are familiar with desktop databases such as Microsoft Access (http://www.microsoft.com/access/), FileMaker Pro (http://www.claris.com), or Microsoft Excel (http://www.microsoft.com/excel/). (Of course, Excel isn’t a database, but many businesses use it that way for small files.)
Excel allows you to import a tab-delimited text file by just opening it. With Access, you first need to specify the names of the fields and then import by using the File/Get External Data/Import function. Once in a database program, you can sort and manipulate the data into usable form and from it determine who are your best prospects. Access has a powerful Query function that allows you to sort the data for just the fields and records pertinent to your task. This enables you to prepare a report for telemarketing or a list of prospects to whom you desire to send e-mail.
One of a database’s most powerful capabilities is sending personalized e-mails for one-to-one marketing to your clients.
“Isn’t that spam?” you ask.
If you define spam as “unsolicited e-mail,” it can be. Did you give your online visitors a chance to indicate that they didn’t want you to contact them? That’s important. You certainly don’t want to make enemies when trying to win customers. I used to give visitors only two choices: “Do you want someone from Wilson Internet Services to contact you? Yes or No?”
Now I give three choices: Yes, No, and Optional. This gives me an additional way to judge a prospect’s seriousness. Still, it also increases the number of people who will allow me to e-mail them since many will choose Optional if given a choice over Yes or No. I take Optional as a Yes. Here’s the rule. Don’t e-mail people unless they have indicated that you may do so.
When you have the person’s name, e-mail address, and interests, you can send messages targeted to her precise needs. When I send e-mails of this sort, I always include the person’s name in the subject line so they can see at a glance that this isn’t spam. For my online store promotion, I used this:
Sandy, have you built your online store yet?
My message mentioned the prospect’s visit (I could have given the exact date if it had been pertinent), asked whether they still needed my services, described my “offer” (in this case, some lower prices and increased services), and then told them how to contact me for more information (a “call to action”).
The Technical Side
I admit that this type of e-mail marketing couldn’t be described as “easy,” but neither is any one-to-one marketing approach. The qualifying questions must be carefully thought out, the form designed, and the data written to a logfile and downloaded. Then it must be imported and queried for the best prospects. You need to write compelling copy. The final step, however, is crucial: merging the data, copying it into an e-mail message, and sending it.
PC owners have three basic options:
- Office 97 (Word, Access, and Outlook) http://www.microsoft.com/office/
- AlphaSoftware NetMailer http://www.alphasoftware.com/netmailer/
- Arial Software Campaign http://www.arialsoftware.com
I found Arial Software Campaign 3.03 useful in setting up an e-mail merge marketing campaign. With Campaign, the process involves four steps:
- Set up a database filter from a database. Campaign reads native Microsoft Access, but it reads data from Paradox, ContactPlus, ACT!, dBase, FoxPro, GoldMine, Media Map, Lotus Approach, and delimited text files. Once you select which database and table or query information is in, you can select up to three data definitions from five fields. For example, I chose either “Need Developer” or “Do-It-Yourselfer” from the “Role” field and anything except “No” from the “ContactMe” field. Alternatively, you can write an SQL query exactly defining the data you want.
- Set up a message that includes fields from the database. I wanted this to look as personal as possible, so I put the prospect’s first name in the subject field and addressed the message to them personally.
- Merge the database with the message. Campaign writes the e-mail merged messages into its own outbox. I always check to ensure everything went as planned, and more than once I have deleted all the prepared messages and started over.
- Send the mail out using an SMTP server or e-mail program. Since I don’t have a permanent connection to the Internet, I first send the prepared messages to Eudora Pro and from there e-mail them to the Internet.
When I e-mailed this online store campaign, I didn’t get one “Don’t spam me” reply. Some obsolete e-mail addresses caused delivery failures, a couple of individuals I had corresponded with previously let me know how their projects were coming, and one person thanked me for the reminder, assuring me that he would contact me soon to begin a store. I expect to hear from some others this coming week. It’s not bad for a small mailing of two dozen carefully selected prospects.
Direct e-mail marketing is one of the Internet’s most promising fields for marketers. You’ll definitely find it worth the effort to market directly to your site visitors via e-mail.