Greetings!
The August Web Words combo of articles about social networking got lots of kudos. This month's articles are connected by need to have. In the first piece, we consider what you can do to prepare for email marketing, even if the time is not right to get started.
And if you're even thinking about email marketing, or know someone who is, please be in touch. The fall is an elegant time to get started.
The second article considers the time honored issue of how disconnected to be on vacation. I discovered what I must have. And share wisdom from others who have experimented with their requirements while taking a break.
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Someday
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That's what people often say when I mention email marketing. "It's something we really are going to do someday." For the moment, their monthly newsletter, occasional e-postcard or regular product promotion isn't happening.
Often a catapulting event will provide the impetus to action. The economy has done it for some. Others will get started with a new product offering, a special promotion, an office move or pressure from a competitor.
Head Start
When you are ready to go, there are three things that might hold you back. You can start working on these now so that you can move forward smartly when it's time to act.
1. E-mail addresses. Obviously, if you don't have up-to-date mailing information, you're going to be held at the gate. Begin now by culling your existing lists and being sure they are relatively accurate. Maybe you need to move to Outlook from AOL or to consolidate lists from several sources. Perhaps it's time for a hardcopy signup sheet. Begin now.
2. Photos. This is silly, but more mailings have been kept waiting because the consultant didn't have a good picture of herself, or the team couldn't get organized for a photo shoot. You should have these anyway. Just do it.
3. Logo design. If you're happy with your Web site, you're probably OK on this one. But if you don't have a Web site or haven't touched it in years, you should think about making your company name look good. Good graphic designers are very busy in any kind of economy. They need to be booked in advance. If you don't already have connections, just making the selection is time consuming. Get started.
Pedal to the Metal
If you have these three elements in place, you should be able to move through the rest of the process with relative ease. Yes, you've still got a lot of work to do--creating content, selecting a template, actually uploading your email addresses. But I can make this easy for you.
And you'll love the results as the hordes beat a path to your door begging for your product or service. Well, OK maybe that's a bit much. But email marketing really does produce results.
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Disconnect?
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 I was vacationing on Nantucket last week. Known as "Yesterday's Island," it's a great getaway.
Before I left, I pondered just how "away" I wanted to be? Should I take a laptop? Plan to check messages on my office phone? Give out my cell phone number? These weighty questions were on my mind along with selecting a special activity to mark our annual anniversary trip.
Research
I asked some friends who recently unplugged for vacation. Peter Coombs and his wife Joan spent five days in Maine newsfree. They also left the laptop at home, but did take a cell phone. They checked voice mail once a day, and Peter made a single business call, which led to a major project. We're used to going without current events on Nantucket, especially since we were there on Sept.11, 2001 and don't have good associations with news and the island.
But leave the laptop home? Cut off email completely? What if I miss an important prospect? How will I track the weather? And what about my clients?
Tara Consolati and Peter and Joan all suggest advance notice. Let your clients know you're going away weeks ahead; manage projects to be complete before you go. That's why I began this article before I left. Web Words "mails" just a few days after my return, and I wanted it mostly complete before my departure.
But what about the deluge of mail when I return? Tara had over 100 emails to sort through when she got back, but she said there was nothing alarming. She would definitely do it again.
The Outcome
In the end, I took the laptop. I discovered I'm more addicted to following the weather even than email. And it turned out rain forecasts were the special event on this vacation. Thanks to the radar, I knew to bike to Madaket in the AM and read my book in the afternoon.
I did check email and phone messages, but only to reassure myself that everything was OK. I didn't deal with anything weighty. And I did handle a few scheduling issues that helped others to make plans. After consideration, I added an "out of office" message to my email saying I was checking occasionally, but voice mail was best for important matters.
I'd do it again just this way. And hopefully next year our bed and breakfast will have free in-room WiFi--an essential in our overconnected times.
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| Web Tips |
 In the mid 1980's--in a technology era long, long ago--I bought
my first fax machine because I couldn't live without it any longer. I was
traveling to Europe on business and one of my contacts offered to fax me a map
to their location. I had a compelling need.
I had a similar experience recently. Husband Will has been
touting the virtues of Snagit for years. I was resistant. Then I had to type
out an error message for a technology support person because the screen shot
was too small to read.
But the clincher was wanting to show three different treatments
of a Web page layout. The process of downloading and installing the software suddenly
became worth it. I opted for the 30-day trial, but I expect I'll fork over $50
when the time comes.
With Snagit you can take a 'snapshot' of anything on your PC
screen. You can drop it directly into a project--Word or PowerPoint for example--store
it or use it in a graphic. You can edit the captured object--adding everything
from text boxes to frames and borders. Apparently it has a myriad of uses. We'll
see.
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And Finally . . .
Shawenon Communications collaborates with small businesses, solopreneurs, professionals and not-for-profits to get their messages across in the written word.
We specialize in electronic communications, including e-zines and other forms of email marketing, and Web site content. We also ghostwrite articles and other business communications. As a business partner, we resell Constant Contact's email marketing service.
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Sincerely, 
Susanna Opper
Shawenon Communications
413-528-6494
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