Email marketing programs use the internet to communicate information about promotions, company offerings, product updates and more. A well targeted email program creates the start of a valuable dialogue between a company and its prospective or current customer. No other online marketing tactic is as personal, measurable or cost-effective as email advertising. An email marketing strategy is most effective when the recipients are targeted and the information is relevant as well as timely.
Email messages should be sent at each stage of the customer relationship, from the first interaction to post-purchase. This is a great way to maintain contact and provide the information the customer needs at each stage of the purchasing process. This process is know by many terms, such as drip marketing, lead nurturing, auto responders, or triggered emails.
Email has become one of the most widely used communication tools available and one of the most valuable online advertising methods. Developing and maintaining an effective email list poses a major challenge for all email marketing marketers. Because email addresses change at a rate of 30 percent or more on most lists, marketers must adopt an aggressive approach to expand their list and yield a significant return on investment. Make sure when using an email marketing strategy to give the recipients the option to “opt-out” of receiving future contact from you. Do not make the mistake of being listed as a spammer.
If you are looking for an effective way to market your products or services online, bulk email marketing is the most cost effective method of reaching and communicating with your current and potential customers. However, there is a right way and a wrong way to market your business or organization via email. Permission based email programs, also known as opt-in email marketing is the right way. This means that the recipient clearly and specifically grants permission for email marketing messages. Permission based email is essential in establishing customer loyalty and increasing customer lifetime value.
Buying an email list is sure way to get labeled a spammer. No reputable list owner would EVER sell his email list, as it would no longer be an opt-in list. But list owners CAN rent you a list. They qualify the message and require it to be from a ‘brick and mortar’ business. This way they guarantee that you will get a good response and they will not dilute the quality of messages going to their database. They handle the blast, create the email, either in HTML or text, or use your email template and give you back the reporting to show you how it performed.
Though a constant challenge, capturing email addresses through regular web, phone, mail and in-person customer interactions is an effective way to grow an opt-in email marketing program. One of the most effective methods of harvesting email is to have an opt-in form on EVERY page of your website.
Using newsletters in email form is a well recognized marketing activity that communicates your message to your core audience. Email newsletter programs create a continuing source of leads or business from those most qualified to refer potential clients: your current customers. A newsletter allows you to give more in-depth information to readers. This is especially important when you are trying to educate consumers about complex products or services. Publishing a professional newsletter helps establish your company as an authority and leader in its field. It also improves name recognition and sets your company apart from the competition in the minds of readers.
Email marketing is like all direct response marketing and should be done multiple times to insure the recipient has seen the message several times. This insures a higher response rate while enhancing relationships with customers.
Better relations = more business.
