E-Commerce Using Worksheets and Checklists

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2 P U R P O S E The purpose of each module s Worksheets and Checklists document is to give you an opportunity to put pen to paper to flush out some ideas around the topic. For collaborative purposes, we suggest including some, or all of your staff. Each month, the Worksheets and Checklists section is going to have fill-in-the-black templates for your operations manual. Before we jump into the nuts and bolts of writing procedures, let us start with the basics. I N S T R U C T I O N S The purpose of this document is to help you create your operations manual. This month delves into marketing. E - NEWSLETTER The e-newsletter can be a great mode of marketing. It is essentially taking the old school newsletter and adding the new world e to it. Think about the e-newsletters that you receive. Some, you probably open regularly. Others, you never open. Why? You open the ones that are interesting, informative, and even entertaining. When you see an e-newsletter in your inbox that you always open, it is because you perceive it as valuable content, and not repetitive information about them. You look at it as being helpful for you. If you can do the same when creating your own e-newsletters making them about your customers and what they can get out of it - you will be on your way. BLAST An blast can also be a great way to get the word out about menu changes, weekly specials, or upcoming events. They tend to be much shorter than an e-newsletter and usually include a call to action. Here are some reasons to send out an blast: Weekly specials One-day only special promotion Individual Happy Birth Day s with a Special Offer Special coupons and offers 24hr or 48 hour Deals Menu change notification $5 Gift Card for Your Opinion

3 H o w t o G e t S t a r t e d w i t h E m a i l M a r k e t i n g 1. Identify who will manage your marketing program along with who will write, design, review, and send your business s. 2. Select and start an account with an distribution service. Following are five popular options. Constant Contact 60 Days free trial 400+ Templates IContact 30 Days free trial 100+ Templates Campaigner 30 day free trial 500+ templates Benchmark Free Trial Templates Vertical Response 30 Day free Trial 700+ Templates Mail Chimp 3. Start building your contact database. Add a sign up form to your website and asking guests at checkout if they want to be adding to your list to receive special offers. To avoid spam penalties, individuals must agree or opt-in to receive s from your company. 4. Write an marketing plan and include an editorial calendar for your marketing plan. Use your calendar to schedule when s will be sent 5. Design one or two s for your business, depending on the type of s you will be sending out. You may want to have a monthly e-newsletter and a weekly specials blast. Most distribution services offer a full-range of customizable templates. This is a great way to start. 6. Tip. Write and prescheduled all your monthly s at one time. This will save a lot of time. 7. Each month take time to review stats and add new contacts to your list.

4 Basic Elements An attention grabbing subject line Your business name and logo Relevant content with attention to WIIFM (What s in it for me) Standard contact information including link to company website. Unsubscribe option (usually at the bottom) E-Newsletter Content Suggestions General company news Any promotions Customer/business spotlight Event planning tips/suggestions Employee spotlight (bio/likes/etc) Q&A Trivia Tips and Strategies open rates are higher in the evening and on weekends. Use colors and designs that reflect your business and will appeal to your audience. Do not send out text heavy s. People will not read it. Create hyperlinks that drive recipients to your website. Do keep your messages short and focused. Don t sell. Instead provide helpful information (coupons/promotions are helpful). Conduct a Google image search of great examples. Write and prescheduled all your monthly s at one time. This will save a lot of time.

5 G r e a t E m a i l E x a m p l e s

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7 E m a i l P l a n n i n g F o r m PURPOSE: SEND DATE: SEND TIME: SUBJECT LINE: CONTENT:

8 e-newsletter or e-blast Checklist # Task 1. Select a base template 2. Custom design base template 3. Use colors and designs that reflect your business and will appeal to your audience. 4. Use an attention grabbing subject line 5. Business name and logo 6. Write relevant content with attention to WIIFM (What s in it for me) 7. Include contact information (e.g. address, phone, address) 8. Include website link 9. Include link to menu 10. Included unsubscribe option (usually at the bottom) 11. Add content 12. Add images and graphics (if applicable) 13. Proof, edit, revise 14. Review final version 15 Schedule/send out

9 EDITORIAL CALENDER SUN MON TUE WED THUR FRI SAT

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