Issue link: http://cp.revolio.com/i/142672
management company provides and can help you determine if your newsletters are reaching the right demographic and sending the right message. Mendham explains that following every newsletter transmission, Campaigner users can select a report that will provide valuable information. "You will get a summary of who opened your email, who clicked through, who forwarded it, and who unsubscribed. If you drill down in the report, you'll find out what links people clicked on," she says. All this data helps improve your next newsletter. "You can learn from earlier campaigns. This information helps you know what works." In addition, Campaigner offers tutorials, live chats, and educational webinars in which video segments impart information on a relevant topic. "We teach email best practices, thus increasing your knowledge of emarketing. We also offer tips and articles on our website," Mendham says. Campaigner's basic cost is a monthly fee, based on the number of contacts to whom you send your enewsletter. Campaigner also has a pay-as-you-go option. For those still undecided, Campaigner has a no-obligation, free trial. "You can test the product and build your list before you buy a contract," Mendham says. Although traditional marketing plans can attract customers, massage therapists can maximize their practices with the help of their computers. "Email keeps you in your customers' minds with a low-cost tool. It can also drive traffic to your business for a small investment," Mendham says. Kevin Stirtz, author of Marketing for Smart People, points out that content management companies can also help your emails stay out of the electronic trash bin. When sent by the uninitiated, emails run the risk of being picked up by spam filters. He explains that spam words change almost daily and might include body parts and words such as "free," "sale," or those related to drugs, gambling, get-rich-quick-schemes, dating, and credit. "WordPress.org contains a list of words that will flag your emails as spam," he says. "Also, use Google to become aware of current spam words that commonly get filtered out." Return on Investment Derrick Amoriko, LMT, owner of Massage Harmony in Austin and Westlake Hills, Texas, began using email in his practice in 1997 and recommends the strategy to other massage therapists. The $40 he spends each month for Constant Contact, located in Waltham, Massachusetts, to send and track his email is well worth the price. "In the last year-and-a-half, I've sent emails to 22,000 contacts. With email marketing, it takes time more than money," he says, "but your return on investment is very strong." Amoriko advises other massage therapists not to overlook the educational value of email. He suggests choosing a different massage modality every month and providing a detailed description. "Sometimes a Resources Campaigner www.campaigner.com Constant Contact www.constantcontact.com Real Magnet www.realmagnet.com SwiftPage www.swiftpage.com client will want more information on certain types [of massage] or may want to speak to a therapist," he says. He adds that links to other sites, such as local businesses, artists, and health-focused companies help to create an invaluable community network. SPH Phyllis Hanlon is a Massachusettsbased freelance writer and writing instructor whose articles have appeared in numerous regional and national health-related publications.