Today's guest post is from Allisyn Deyo, Webmaster and Editor for Pinnacle Publishing Group.

Let's say you have 1,000 customers on your direct mail marketing list. Once a month, you send out a postcard advertising a product special, a new line or inviting them to come in for a birthday discount. On average, we'll say that 20 percent come in and spend $10.

So if 200 customers came in and spent $10, you've just made $2,000 for the month on that mailing. However, the cost of designing ($200), printing (full color, $300) and sending ($400) all that mail is around $900, so now you've made $1,100. And while that's not bad, if you instead sent an email blast, you could send out one email per week to the 1,000 customers for less than $30 a month.

Direct Mail (1 per month)
Cost: $900
Profit: $1,100

Email (4 per month)
Cost: $30
Profit: $3,970 (for fairness, we'll say 100 per email come in and spend $10)

Now granted, these numbers are not incredibly accurate, but one thing is clear: email costs less and makes more.

So here's a list of some of the email marketing programs out there to get you started.

Constant Contact
Why we like it: It's inexpensive, has great stock templates (over 300) for you to use for your mailings (or they will create custom templates just for you), spell checks in 12 languages, uses SafeUnsubscribe management and has great customer service.

How much it costs: It's a tiered system, so if you have 500 or less email addresses, it's only $15 a month (Up to 2,500 and it's just $30). If you prepay, it's 10% off for six months and 15% off for a year. And it's by list, so you can send as many emails as you want.

Bonus: They offer a 60-day free trial.

MailChimp
Why we like it: It's inexpensive, has neat add-on features (including Inbox Inspector, which tests your campaigns in all the major email programs and spam filters and shows you what they look like), A/B Split testing (identifies the best time to send your email) and your emails are logo-free (no "powered by Mail Chimp").

How much it costs: It's a tiered system, so if you have 500 or less email addresses, it's only $15 a month (Up to 2,500 and it's just $30). And it's by list, so you can send as many emails as you want. The add-on features are extra.

Bonus: They offer a 30-day free trial.

CampaignMonitor
Why we like it: You only pay when you send, complete creative control for those with HTML knowledge, design testing in all major email clients and spam testing to identify what will block your email.

How much it costs: The account is free, you pay $5 per campaign plus 1 cent/recipient. So if your list is 500, it's $10 per email campaign.

Bonus: Free to set up!

MyEmma
Why we like it: Each new account comes with a free, custom-designed template, great customer service and lots of high-profile clients.

How much it costs: Starts with a $250 custom design and set up fee, then monthly plans start at $30 for 1,000 emails ($45 for 2,500). However, that's 1,000 emails all together, not per list. So if your list is 1,000, you could only send once a month for the basic plan.

Bonus: "Best design help," says Inc. Magazine.

GraphicMail
Why we like it: Very affordable pricing plans, ability to send your users text messages (or send the email, then follow-up via text message), one-click sending and a 2MB image library.

How much it costs: Monthly subscriptions start at 2,000 emails for $9.95 (and you can buy extra send credits if needed); or the pay as you go plan, where 2,000 credits start at $49.95. If you need help getting started, they offer four separate service packages starting at $79.95.

Bonus: They offer a 60-day free trial

If you don't send at least a monthly email blast to your customer list, you're missing a valuable opportunity to reach out and draw them into the store. Building and maintaining a strong customer email list is important to the success of your business and the growth of your bottom line.

Here are five ideas for what to include in your email blast or monthly e-newsletter:

1. Showcase new products—Send an email that describes (and shows!) new arrivals in the store.

2. Link to a blog—Blogs help you create a sense of community by involving your customers in all you do as a store owner.

3. Calendar of events—Promote upcoming events.

4. Highlight sales—Announce a big sale.

5. Talk about a buying trip and what will be arriving in the next few weeks—Customers will love to hear that you've just returned and brought with you fresh new products for them to purchase.

There are many companies that can help you design and email your list; you can even do one yourself if you have space on a server. But even if you don't know how, you can still roll out the program inexpensively (especially when you compare it to direct mail costs to send your customers a store newsletter or postcard).

Do you already have a fantastic store enewsletter or email blast that you've created? Please drop me an email, I'd love to see it.

Looking for the best email marketing company? Check back tomorrow and our Webmaster will give you a rundown of the top five!

At this time of year, it's critical to keep your stores looking fresh. One easy way to do that is to change your store windows frequently—I'd recommend every other month.

A fun way to keep your displays rotating would be to have a contest with your employees. Let's say you have six employees, so you create three teams of two people and each team would merchandise the windows two times a year. Every time the windows change, take pictures of the final display. At the end of the year, ask your customers to vote on their favorite window, and reward the winning team with a prize (paid time off, gift certificates, etc.).

You might be surprised just how creative your staff will get!

Are you under-utilizing your counter space near the cash register?

Here are eight tips to increase impulse buying:

1. Price point—Items under $15 sell best.

2. Rotate the inventory frequently—I can't tell you how many stores have had the same display near the register for years. Rotate your products at the register monthly! Think about assigning one person in your store the task of rotating the display and be sure to track those sales as a department so you can determine your store's best impulse items.

3. Sell accessories to complement your best selling items—If candles are a hot seller for you, consider selling wick trimmers. If handbags are where it's at, think about selling matching luggage tags or eyeglass holders.

4. Promote your gift cards—Create a professional display to promote your store gift cards/certificates.

5. The power of gourmet candy bars—Who can resist the temptation of a gourmet candy bar, especially if your store samples tempt your customers' taste buds.

6. Sell smaller items for upcoming holidays—Coordinate a display near the register to tie-in with Mother's Day, Valentine's Day, etc.

7. Cards—Sell mini cards for the last minute gift giver.

8. Accessories—Jewelry is always a top seller. Think about highlighting some fresh, inexpensive pieces near the register.

For more tips on impulse buying, be sure to check out the April 2008 issue of GIFT SHOP Magazine.

A retailer recently wrote on our forum that her new store goal was to get to know every customer by their first name. The reason this comment resonated with me is because one of my favorite customer service experiences occurred at a large hotel. To my amazement (the hotel had hundreds of customers), the hostess at the restaurant greeted me by my first name every morning. I was so touched by this experience that over the years I've mentioned it to friends and colleagues. Not surprisingly, many of them have named the hotel, as they had the same experience.

Last night my husband and I went out to dinner at Baja Fresh (a local fast food restaurant). To my amazement, the restaurant manager (who must see hundreds of customers a week) greeted my husband by his first name. He then asked me my name and told me that the next time I came in, he'd know it. There's just something special about someone knowing your name, and as a result of his service, my husband and I want to frequent the restaurant more often.

At my favorite gift stores in town, the owners greet me by my name and I think that's one of the reasons I go there. It's nice in this day and age when someone knows your name.