gful content that sheds light on a difficult subject is the kind of thing that moves around among peer groups. For instance, an engineering consulting firm could publish new research or data that helps solve an ongoing industry problem. Or a CPA firm’s email might have a new form or worksheet for download that is specific to a business type. You know your industry…what would really matter to clients?

Whatever you do, remember that you want to increase readership and your subscriber list but more importantly

One of the big advantages of email marketing is the potential for new customers to see your message through Forward to a Friend. Just because you have a strong subscriber list and an aggressive emarketing campaign does not mean your email will be sent on by your readers. Give them something to talk about though, and you may get impressive results. Here’s what you may want your readers to say to their friends, and some ideas about how to encourage them.

“Got this great coupon and thought you could use it too”
Offer an online coupon that gives real value, is only available to your subscribers and then give them permission to pass it on to their friends. If you give 20% off coupons in every ad, then don’t expect any viral marketing here. But something special is another matter. For instance, a Gift with Purchase that is offered only to online subscribers and their friends, now that might get some activity. Whether you want to drive ecommerce or in-store traffic, give them something special.

“Heard about this---want to go with me?”
Perfect for restaurants or other gathering places, plan a subscriber only appreciation event. Business people gravitate to networking events so you could market it that way. But there are limitless themes to consider…sports or holiday or charity. Make it complimentary, let your readers know they are welcome to bring a friend and you will fill the place.

“This is so cool…thought you might like it.”
Readers don’t often forward an email filled with general information. But if it contains a great link or a new twist to the subject matter, it may deserve a pass along. Most restaurant emarketing is filled with raves about themselves. Add a great recipe from your chef that can be made at home and see if your subscribers hit the Forward button. Kids games, fun videos or great sound bytes have all created serious viral buzz.

“Great information. You might need it for your project.”
Especially useful for technical and more traditional businesses, meaningful content that sheds light on a difficult subject is the kind of thing that moves around among peer groups. For instance, an engineering consulting firm could publish new research or data that helps solve an ongoing industry problem. Or a CPA firm’s email might have a new form or worksheet for download that is specific to a business type. You know your industry…what would really matter to clients?

Whatever you do, remember that you want to increase readership and your subscriber list but more importantly

too”
Offer an online coupon that gives real value, is only available to your subscribers and then give them permission to pass it on to their friends. If you give 20% off coupons in every ad, then don’t expect any viral marketing here. But something special is another matter. For instance, a Gift with Purchase that is offered only to online subscribers and their friends, now that might get some activity. Whether you want to drive ecommerce or in-store traffic, give them something special.

“Heard about this---want to go with me?”
Perfect for restaurants or other gathering places, plan a subscriber only appreciation event. Business people gravitate to networking events so you could market it that way. But there are limitless themes to consider…sports or holiday or charity. Make it complimentary, let your readers know they are welcome to bring a friend and you will fill the place.

“This is so cool…thought you might like it.”
Readers don’t often forward an email filled with general information. But if it contains a great link or a new twist to the subject matter, it may deserve a pass along. Most restaurant emarketing is filled with raves about themselves. Add a great recipe from your chef that can be made at home and see if your subscribers hit the Forward button. Kids games, fun videos or great sound bytes have all created serious viral buzz.

“Great information. You might need it for your project.”
Especially useful for technical and more traditional businesses, meaningful content that sheds light on a difficult subject is the kind of thing that moves around among peer groups. For instance, an engineering consulting firm could publish new research or data that helps solve an ongoing industry problem. Or a CPA firm’s email might have a new form or worksheet for download that is specific to a business type. You know your industry…what would really matter to clients?

Whatever you do, remember that you want to increase readership and your subscriber list but more importantly

about this---want to go with me?”
Perfect for restaurants or other gathering places, plan a subscriber only appreciation event. Business people gravitate to networking events so you could market it that way. But there are limitless themes to consider…sports or holiday or charity. Make it complimentary, let your readers know they are welcome to bring a friend and you will fill the place.

“This is so cool…thought you might like it.”
Readers don’t often forward an email filled with general information. But if it contains a great link or a new twist to the subject matter, it may deserve a pass along. Most restaurant emarketing is filled with raves about themselves. Add a great recipe from your chef that can be made at home and see if your subscribers hit the Forward button. Kids games, fun videos or great sound bytes have all created serious viral buzz.

“Great information. You might need it for your project.”
Especially useful for technical and more traditional businesses, meaningful content that sheds light on a difficult subject is the kind of thing that moves around among peer groups. For instance, an engineering consulting firm could publish new research or data that helps solve an ongoing industry problem. Or a CPA firm’s email might have a new form or worksheet for download that is specific to a business type. You know your industry…what would really matter to clients?

Whatever you do, remember that you want to increase readership and your subscriber list but more importantly

l information. But if it contains a great link or a new twist to the subject matter, it may deserve a pass along. Most restaurant emarketing is filled with raves about themselves. Add a great recipe from your chef that can be made at home and see if your subscribers hit the Forward button. Kids games, fun videos or great sound bytes have all created serious viral buzz.

“Great information. You might need it for your project.”
Especially useful for technical and more traditional businesses, meaningful content that sheds light on a difficult subject is the kind of thing that moves around among peer groups. For instance, an engineering consulting firm could publish new research or data that helps solve an ongoing industry problem. Or a CPA firm’s email might have a new form or worksheet for download that is specific to a business type. You know your industry…what would really matter to clients?

Whatever you do, remember that you want to increase readership and your subscriber list but more importantly

gful content that sheds light on a difficult subject is the kind of thing that moves around among peer groups. For instance, an engineering consulting firm could publish new research or data that helps solve an ongoing industry problem. Or a CPA firm’s email might have a new form or worksheet for download that is specific to a business type. You know your industry…what would really matter to clients?

Whatever you do, remember that you want to increase readership and your subscriber list but more importantly, you want to get business results. It’s all about marketing…give subscribers a reason to read your email and to pass it on, and they will.