This will be a little lengthy, but you asked for it!
I send out a e-mail newsletter every few months. More if I’m running specials. I collect names a few ways. Any event I go to I use my FREE pizza box. People put their business cards in and at the end of the event, I pick one out. If they have an e-mail address I add it to my list and send them a thank you for entering letter and let them know if they won or not. If they don’t I call them to let them know the only way I can notify them if they’ve won is by e-mail. Get their address and do the following. With that letter, I attach a copy of the most recent e-mail newsletter, menu, information about us and testimonials. I also ask them if they would like to remain on the list. If not, I delete them but still keep their name and other info in a seperate file. I do bulk mailings by the event I got their card from.
I also have a “Buy 10 get one FREE” card they guests can sign up for at the shop. At that time, I have them fill out a form which includes an e-mail address. I then send them the same info as I mentioned.
The e-mails consist of specials that I might be running, upcoming events, holiday hours, discounts, World Series promotions, new items, press releases, new testimonials, weird thoughts and sayings. I write it like I’m talking to them and not make it to serious. I make sure at the end of each newsletter, I give them the option to back out of the mailings - just a courtesy.
I have people say that’s the first thing they read when they get it! It’s a great feeling that someone is actually reading what I spend so much time on! Our guests even forward it on to their friends and they ask to be put on the list! Good luck!
