Crash Course: Get the Word Into Inboxes

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YOU MIGHT THINK you're signing up to be e-mailed a coupon for a free exercise class, but the gym just wants to sell you a membership. And if it keeps its newsletters interesting enough, maybe you'll bite. That's e-mail marketing done right. And whether you own your own business or are part of a large company, Constant Contact has a workshop for you. At a recent seminar held in Old Town Alexandria, about 15 participants saw a demo of the company's mailing list management software and some pertinent tips.

» THE BASICS
Yes, the free seminars double as sales pitches, but the pressure is low and many techniques (building a distribution list, writing interesting newsletters) are applicable regardless of the service you use.

Washington, D.C., Constant Contact representative Gina Watkins, who leads the sessions with flair and has the ability to work "Constant Contact" into almost any sentence, asks participants to consider the nuts and bolts of e-mail marketing.

» WHAT YOU'LL LEARN
Don't spam. Not only is it annoying, but it's illegal. And remember, quality over quantity. "If ... you can convey your message through a funny cartoon or pictures of people enjoying your product," so much the better, Watkins says. No need to write the next "War and Peace."

Last, know that if you're thinking about this, "you're ahead of most businesses in our region," Watkins says. "Only 5 to 6 percent of businesses have a clearly enunciated e-mail marketing strategy."

» WHAT'S THE DEAL?
Check out Constantcontact.com/learning-center to find local upcoming events; the next one is Tuesday in Stevensville, Md., (near Annapolis), but new sessions are added all the time.

Written by Express contributor Rachel Kaufman