Last week I did a Cost Analysis of Your Website - CMS vs Static and this week I will be talking about using email marketing to push traffic and ultimately buyers to your website.

In the past you have read my articles praising email marketing to its fullest. There are many aspects I love about it for my clients, but the fact that they are getting in front of their customers on a regular basis really does it for me. I’m going to give you a real world example today of using email marketing with my client Bin Ends Wine to push traffic to their website.

Some of the emails that we are sending out are:

#1 Informational emails that talk about a specific country or region that feature a few wines from the region. Here we are adding the user value by introducing them to the specific region.

#2 Quick Wines of the day emails. These are for the serious buyer and we have a list just for them. These users are hit with the Bin End of the day…something that they just unwrapped as it came into the store and was hand selected. This adds the serious wine geek an added bonus with first chance to buy for their collection. Sometimes Bin Ends is only getting six bottles of these..and they are snatched up very quickly.

#3 Six packs of Wine hand selected by Craig from Bin Ends sent out in an email. This email is for the person who really just doesn’t want to think about it…they want a great wine at a great price. The know Bin Ends has 40 years experience in the wine business and will get a very good wine at a great price.

#4 The Newsletter ‘Off the Vine” - this email usually includes aspects of all the above. This is our every person list - anyone who is at all interested in wine will pick something off from here.

As you see in these examples above, VALUE is very important to your customer. You can’t continue to just send emails to your customers…”buy this product”. There must be some value that the customer is getting.

Craig from Bin Ends Wine has been very happy with what we are doing with email marketing and the cost effectiveness of the campaigns:

“Chris has been helping us use email marketing to drive traffic to the website on a regular basis. We all know that if you just build a website…people don’t just come along right away, you have to find a way to get them there. We’re a new business but our highest traffic days and highest revenue days always coincide with our email blasts. You can’t argue with the results, but it does take some work on our part writing the emails…which we don’t mind, its a direct connection with our customer and a chance to define our message.” - Craig, Bin Ends Wine

Next week I am going to do a co-post with Leslie Fishlock of Genevate on the basics of Twitter, a new communication tool for your personal life and your business. As always - If you ever have any questions on the article, feel free to contact me or post comments below.