So you have an ebay store, you have products in it, but they're not moving as fast as you would like.  You need a marketing plan and you need marketing tools.  One great marketing tool, already handy and supplied by ebay, is Email Marketing.  Have you used it?  Do you even know it's there?  If not, you're certainly missing out on a great opportunity!  Let's see if I can help get you started.

"Just where is this tool located?", you ask.  To find it, first go to "My Ebay," easy enough to find at the top of any page, then under "Selling Manager" find the link to "Marketing Tools."  Click on that link, which will take you to a summary page.  This page lists several ebay-provided marketing tools and you should look into each and every one of those, but for now we are going to focus on the one called email marketing.

In the left column, find the "Email Marketing" link and click on that.  If you have never created a mailing list then you won't find any of those listed, nor will you find any recent emails, but you might get lucky and find a subscriber or two already listed.  Where did those come from??  Have you ever added a seller's store to your favorites list?  When you do, you are given the opportunity to check a box to receive newsletters from that particular seller.  It's just possible that someone has added your store to their favorites list and checked that box - and that's where your list of subscribers has come from!  That means they want to receive email from you - imagine that!  What are you waiting for?  Let's go create a newsletter for them!

Next step - click on "Create email" and you will be taken to the page with step-by-step instructions on writing and sending your store email.  You don't need me to walk you through the steps, they're easy enough to follow, but I would like to offer some pointers on how to create an effective newsletter, one that your subscribers will read and respond to.

First is the subject line.  Don't overlook the importance of a knock-'em-dead subject!  When subscribers receive a store newsletter, the "from" field says "store-newsletter."  There's nothing you can do to control that; it's provided by ebay.  It's up to you to provide a great subject line, something compelling that your subscribers and future buyers will want to open and read!  How fast would you open an email newsletter if the subject line said "store newsletter."  Eh.  That's pretty dull.  What if you saw, "Books, Bags, and Beads from my52cents!"  I hope you'd like that one and open it in a hurry - it worked for me when I sent it out with my latest newsletter!  I like to include my store name (my52cents) and an interesting teaser about what's inside when I write my subject lines.  The subject of my friend Mary's latest store newsletter was "Beat the Heat - Buy a Book!"  I liked that - and I opened and read her email.  You think of something that fits your store and your product.  Take some time and come up with a great subject.  It could pay with great results.

When you write the actual personal message section of your newsletter, again be creative and compelling.  Be positive!  I received a store newsletter recently whose owner has a terrific product but apologized for not having more listings and not making her newsletter fancier.  I love her products, but I didn't care for the negative tone in the message.  Keep your wording upbeat and positive!  Consider a special just for newsletter subscribers - now that's a neat marketing tool - everyone loves a discount!  Include pictures of a few of your items.  In my books, bags, and beads newsletter, I included a picture of each item I was referring to.  I followed through on the subject line and did my best to excite my customers, encouraging them to click on through and take a look at my listings. 

So, did my customers click through and take a look?  Will yours?  How will you know?  We've got you covered there, too.  After the newsletter has been sent and delivered, you will be able to take a look at your results.  In the "recent emails" section, just click on the subject line and you will be able to see how many emails were opened, how many item clicks and store clicks resulted from the email, and how many bids and purchases were made as a result.  Didn't get the results you had hoped for?  Try again next time!  Think about and analyze how you might improve your subject line or your message.  You'll see what items are hot and maybe which ones are not. 

"But I don't have any subscribers yet!"  No problem.  Just ask!  It is perfectly fine with ebay if you have a line both with your item descriptions and in your store asking people to add you to their favorites list and sign up for your store newsletter.  Be patient.  Provide excellent products and outstanding customer service and you will see your subscriber list grow - and your sales along with it! 

You're a store owner and it's up to you to grow that store and grow your customer base.  Ebay store newsletters are a great step in that direction.  Be creative, have fun, and happy store marketing!