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By Dan Forootan

Collectible dealers are having a particularly tough time with advertising in the 21st century. What was once a word-of-mouth industry in which dealers could rely on customers to generate new business for them in addition to such tried and true mediums as newspapers and monthly magazines, is now largely based on the Internet, where the interaction between dealer and customer is no longer personal and one negative comment on EBay can result in incalculable losses.

However, collectible dealers don’t have to throw their hands in the air and give up in frustration. They can embrace the new mediums and new methods of communication with email marketing. Collectible dealers thrive on old-fashioned bartering and bantering and digging into basements searching for overlooked valuable gems – so collectible dealers and email marketing might sound like a strange match, but email newsletters and blasts are the best way to generate business and stay in touch with your customer base.

Indeed, whether a collectible dealer does business on the Internet or not, email marketing software is a necessary and positive investment. Email marketing is a swift and effective way to stay in touch with current customers as well as connect with new ones—especially in an industry such as collectibles, in which a dealer’s stock changes by the day and sometimes by the hour. A smart match of collectible dealers and email marketing allows these dealers to keep people informed of what is for sale—as well as what has already been sold—so that those searching for a particular item can know if and when it lands in the dealer’s possession.

Another positive byproduct of collectible dealers and email marketing: it is easier to inform consumers of the card, antique and collectible shows that are so often the lifeblood of the industry. The days in which people scanned a magazine or newspaper to figure out the nearest show are long gone. With email marketing, collectors will have a much easier time identifying which shows they want to attend.

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Dan Forootan is the President of EZ Publishing. The firm specializes in helping businesses harness the power of the Internet for marketing and to automate business processes. In addition to custom web applications, EZ Publishing offers permission-based email marketing via StreamSend, a leading provider of easy, affordable and dependable email marketing software for creating, sending and tracking email newsletter and other campaigns.
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