74 Chapter 3 Electronic Event Marketing Strategies
- Introductions.Determine the introduction policy of
each forum and send out an introduction about you
and your firm. Include information on who you
are, what you do, and what kind of clients you are
looking for. - Signature Files.With each request for help, answer to
a question, introduction, or other e-mail correspon-
dence, include a signature file where it is appropriate.
I do participate on lists where no one uses a signature
file, so make sure that you follow the list protocol
when using signature files. - Autoresponders.By far, this is one of the most suc-
cessful networking tools. An autoresponder automati-
cally sends out information from a simple e-mail re-
quest sent to it. They can be used for so many things,
including:
■Promotional material
■Product/service information
■Hiring help
■Training help
■Article distribution - Ads.E-mailcannotbe used to send ads to folks who
have not requested the information. However, you can
run ads in various e-mail forums, ezines, and newslet-
ters. Be verysure to check forum protocol on this
usage. - Product Delivery.There are many firms that can actu-
ally deliver their product via e-mail. Consultants, soft-
ware companies, authors/writers, and trainers can
transport their product and service via e-mail, reduc-
ing costs significantly. - Follow-Up.Timely updates, greetings, or, in some
cases, general information can be distributed via
e-mail. Follow-up is something done with existing
clients or persons who have expressed an interest in
future contact. It isn’t follow-up if there has been no
previous request for information. - Customer Service.Being able to reply quickly and ef-
ficiently to event guests’ requests, questions, and
complaints is an extremely valuable networking tool.