Edgewood Bakery had a designer create a fixed newsletter template, only the content changes. Costeaux French Bakery has a more versatile design that gives it the flexibility to change newsletter styles to suit multiple purposes.

Americans are changing the way they get their information, and bakeries that want to stay relevant have to change with them.

“It's the sign of the times. People use the Internet as a primary source of information ahead of more traditional ways,” says Sandy Polletta, owner of Edgewood Bakery, Jacksonville, Fla. “But online marketing, direct e-mail marketing in this case, has advantages. It's extremely cost-effective, and it's as current as you want to make it.”

The first step in developing an e-mail marketing strategy is generating a list of recipients. This can be as simple as asking customers to sign up to be on the bakery's mailing list to receive notices on events and specials. Some bakers coax reluctant customers with the promise of a free cookie or a discount on a purchase. Also, local business organizations-Chamber of Commerce, historical societies, etc.-all have e-mail recipient lists that member bakeries could potentially use.

Edgewood Bakery had a designer create a fixed newsletter template, only the content changes. Costeaux French Bakery has a more versatile design that gives it the flexibility to change newsletter styles to suit multiple purposes.

The next step is to determine what services your bakery needs. While Internet savvy bakers may be up to the task on their own, dozens of e-mail newsletter services exist, each offering a mix of features. Polletta advises keeping things as simple as possible in the beginning.

“You need something that can expand, but is also simple and easy to use,” she says. “Look at everything that the company offers, at the amount of e-mails and people allowed on the list.”

These numbers are important. Many services offer packages that limit e-mail numbers. For instance, 500 e-mails per month might sound astronomical, but every recipient counts. So, with a list of 500 recipients, a baker could be limited to one e-mail blast per month. It's important to remain expandable.

Track e-mail performance

E-mail newsletter services are able to supply metrics tracking each e-mail blast’s effectiveness. The statistics allow bakers to craft subject lines, wording, offers and other content to maximize opens and click-throughs from the customers in their area. Select image to enlarge.

Abby Whitnack, marketing manager at Costeaux French Bakery, Healdsburg, Calif., uses such a service. She uses e-mails to promote products and special events at the bakery, and also to promote when the bakery participates in community and charity events or parades. Two years after starting the program, Costeaux's newsletter list now has 2,700 recipients.

Whitnack warns of “list fatigue,” the result of flooding the recipient list with e-mails. She sends one newsletter roughly every two weeks, once a week on special occasions. Any more than that, she says, and the messages is lost in a din of other competing messages.

She also recommends putting the entire staff is on the list and distributing printed versions of all newsletters in the bakery. “You'd look awfully silly if your e-mail convinces a customer to come in, but your staff is unaware of what you're promoting,” she says.

The Retail Bakers of America will address direct e-mail marketing with a seminar at its upcoming American Retail Bakery Exposition.