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Email Marketing

Email marketing is a form of direct marketing (like direct mail) that uses electronic mail (email) as a means of communicating messages to your target audience. Some of the major selling points of email marketing are speed, scalability and affordability. Your message is sent in a matter of seconds to hundreds or even thousands of your customers and prospective customers for mere pennies per message.

Email Marketing

Email marketing when used correctly, can be one of the most effective marketing techniques around. To get results, each emailing that you send has to be specific in terms of what you want each reader to get out of it. Without a clear understanding of what the purpose is for a mailing, you will not have any way of determining what impact each has on your business.

There are a number of different ways to use email marketing yet the following are the overall top-performers: 

Special Offers - Special offers like gifts, coupons and discounts are classic direct marketing techniques that translate extremely well to email marketing. In order for an offer to be effective, it must give something of real value to your prospect. Small discounts aren’t enough to get your prospect’s attention; you have to offer something of actual substance. Don’t discount lower than your profit though. "Buying the business" rarely leads to a repeat sale, as this kind of customer will usually just go to the next such offer rather than build any loyalty. Lastly, having a time limit on these types of offers is extremely important, in order for the motive to action (MTA) to work.

Invitations - Invitations to events like seminars, conferences and other special events are another type of highly effective email marketing. Seminars work particularly well for service industries like consulting, financial services, insurance, etc. These types of offers can be very effective when sent using email. Repetition is extremely important; sending two invitations spaced apart before the event will increase the number of attendees. Clicking through from the email directly to a web page that permits online registration or RSVP can up to double the percentage of recipients that register. Sending an emailed reminder to people who have registered for the event is a good way to minimize on "no-shows".

Staying In Touch - Staying in touch with customers and prospects by providing useful information like newsletters or postcards is the third major email marketing technique. As opposed to offers or invitations, where you are trying to get an immediate response from the recipient, the purpose of sending a newsletter is simply maintaining contact or TOMA (Top Of The Mind Awareness). Keep your information short, to the point and most importantly useful. Your content can range from "how-to" tips, a digital photograph from a recent event or even a video. The point is to have something that your existing and prospective customers can’t see anywhere else. This makes a meaningful connection because it’s something that matters to them. The originality of the content is very important, as well. Your company’s brand and individuality is your best tool when it comes to standing out from the crowd.

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