Ask the Experts Email Marketing Q&A

I sell my jewelry online from my own website. I'd like to send follow-up emails to clients, but I don't want to annoy them. What's the best way to stay in touch after the sale?

- Mary, Bloomfield, MI

Confirmation emails following online sales are an excellent way to continue to market your jewelry. There are three obvious follow-up opportunities:

1. An e-mail that confirms the purchase
2. An e-mail that notifies them in advance of the expected shipping date
3. An e-mail sent after the item has shipped (which can contain tracking information)

All three emails provide you with the opportunity to reinforce your company name, mention future events or promotions and more. Beyond those confirmation emails, only send marketing messages to clients and prospects who affirmatively ''opt-in'' to your marketing list. Good clients who have been served well will want to hear more from you in the future.

- Dr. David Weiman