Eden Design Studio

Want to stay in touch with potential, current & past clients? Ever wonder how to setup one of those amazing email newsletters with nice graphics? Professional email marketing campaign programs solve these problems plus they are simple to set up and free!

If you’ve never done email marketing before, it’s time to get on the bandwagon! This technology is not just for online retailers and non-profits… it is an effective way for birth professionals to build a relationship with your target market, educate them and inspire them to interact with you further.

Perhaps you have been attempting to send html email newsletters through your regular email account. Most people who try that run into several problems:

• The emails are either plain & boring looking OR your attempts at sprucing them up “break” in many of the recipients in-boxes and end up looking nothing like what you intended.
• You have to put all the email addresses in the CC or BCC boxes when you send them through your personal email program which either shows everyone’s email or, more likely, gets caught in their spam filters.
• You have no way of tracking who opened, read, deleted or clicked a link in the email, no data = uncertain effectiveness.

So now that I’ve convinced you not to use your hotmail account for email marketing campaigns (!), what’s a savvy birth professional to do? Fortunately, there are many email marketing services out there and almost all of them offer a free trial (such as iContact & Constant Contact). One, however, offers what they call “The Forever Free Plan” and for this reason I happily recommend it. That company is Mail Chimp. Now, I know what you are thinking… “How could a company with such a eccentric name offer serious email marketing?” Believe me, I’ve tried out many of the companies out there and Mail Chimp knows their stuff. Not only that, but their program is actually really easy to use! Check out this brief intro video:

Mail Chimp’s Forever Free Plan lets you add up to 500 subscribers and send up to 3000 emails per month. No contract or credit card required! If you end up needing more than that you can pay as you go (like buying stamps) or pay a flat monthly rate.

Once you have your account set up, Mail Chimp does a great job of walking you through the process of importing contact, making lists, creating emails & monitoring statistics.

So then, your next questions might be: What should I email about, how often & to whom?

• What Should I Email About? A great way to start is with a monthly eNewsletter. Over the course of a month, put together news snippets, testimonials & pictures, birth stories… whatever strikes your fancy. The icing on the cake is to include some type of coupon, special or other call to action regarding your business at the end of the email. Be sure to include links to your website, Facebook page, Twitter feed or blog!
• How Often? Start small and manageable! Once every month is a good goal in the beginning. After you master that you can start sending targeted campaigns. For example a doula might create subscriber lists in Mail Chimp such as “Currently Pregnant” and “New Moms”. Then she could send a bi-monthly pregnancy tips email with a healthy recipe, positive affirmations and a prenatal yoga pose. For the new moms, simple and direct is best, try a “top ten tips” format where you address different topics like: balancing baby & siblings, finding “me” time, inexpensive 2 hour dates with your mate, etc.
• To Whom? Hopefully you have a list of client emails that you have slowly built over time through regular conversations. That is a good place to start. In Mail Chimp they give you awesome tools and tutorials on how to add an email subscription form to your website so you can start getting emails from potential clients. You can also build a list of fellow birth professionals to network with. Please don’t ever, ever “scrape” emails off websites though! An example of scraping is going to DONA’s website and searching for all your local doulas and then copy their emails off the list. Those people haven’t initiated contact with you and acquiring their emails in this way for marketing purposes is dishonest.

So, what are you waiting for! Get started in email marketing today. Here are your next steps:

1. Sign up for a Mail Chimp account (or a similar service such as Constant Contact or iContact).
2. Download this Free .pdf Email Marketing Guide and read up on how to be an email marketing maven!
3. Also read Common Email Marketing Rookie Mistakes to prevent newbie headaches.
4. Stop reading and get writing… your clients are waiting to hear from you!