When corporations were asked not that long ago the one marketing strategy they planned to spend more money on, for some it may have been a bit of a surprise: e-mail marketing.
It seems rather old-school, but e-mail marketing is still one of the best ways to generate interest to your business and keep potential customers coming back to your site again and again. But there are tricks to this trade.
Most businesses have ways to nab potential customers’ e-mail addresses, such as signing up for the news on the latest products or a newsletter. Once they’ve done that, they can be part of a targeted e-mail marketing campaign. Remember, mass e-mails to people who have not expressed interest in your product will often simply end up in a spam folder, never to be seen by your potential customers.
Here are some do’s and don’ts for your targeted e-mail marketing campaign:
—Make the e-mail worth the customer’s time. Put the most interesting information at the top of your e-mail, leaving all the boring details for the bottom. Keep it professional and make certain everything in it is spelled correctly.
—Give them an option to unsubscribe. By giving people an option to unsubscribe to your e-mails, you are offering a bit of good will. There is nothing more annoying than finally going into an e-mail you don’t really want to read, and finding there is no way to stop the annoying e-mails from coming to you.
—Know when to e-mail. Even the greatest ideas in the world will get lost if you send them out during a holiday weekend. People don’t check their e-mail nearly as much when they are at home with family.
—Assume the e-mail address is correct. Don’t be tempted to change the spelling of an e-mail, because you may be changing it to an address that doesn’t work or to someone who doesn’t want your information. People often misspell on purpose.
—Avoid superfluous exclamation points!! See how that takes away from the message? An e-mail laden with too many exclamation points cheapens the message. Read your e-mail message aloud to yourself and that way you can determine how it will sound to a potential reader.
—Don’t spam. Only send out e-mails to people who have expressed genuine interest in your products. It’s not only a waste, it could lead to some problems for you in the form of the ISP “blacklisting” the source of the e-mails.
—Be patient. It takes time to build a mailing list, but if you are diligent and continue to provide a product, such as a quality newsletter, that people will want, it will grow. Not all sign-ups will lead to business, but the more people on your mailing list the greater the chances of increasing sales.
E-mail marketing can and does work, but it does require time, effort, and patience. In the end, it is one of the least expensive ways to market your business and drive traffic to your website, which is vital to small Internet-based businesses.
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