Email Marketing

Email, short for electronic mail, is still one of the many reasons why people use the internet today. And it is for this reason why more and more businesses have abandoned direct mail in favor of email. Over the years, people have discovered how marketing through email has become the most cost-effective way for their businesses to be heard. And if done properly can be an extremely powerful and effective marketing technique.

But what exactly is email marketing? And how does it work? Email Marketing is a form of direct marketing that uses email as a means of communicating messages to an audience. It is usually sent with the purpose of enhancing the relationship of a business owner with its current or previous customers and to encourage customer loyalty and repeat business. Sending marketing emails can also acquire new customers and convince them to purchase their products and services. Email marketing is by far the most effective tool available in informing potential or present customers about their products and services.

The main forms of Email Marketing are:

  • Direct mail. Short promotional emails alerting recipients to new products or services, events, projects, special offers, coupons, discounts, etc.
  • Retention email. These usually take the form of regular emails known as newsletters. Information-rich email newsletters designed to inform, educate or entertain readers. It may carry promotional messages or advertisements, but will aim at developing a long-term impact on the readers.
  • Advertising in other people's emails. Instead of producing your own newsletter, you can find newsletters published by others and pay them to put your advertisement in the emails they send their subscribers. You can place advertisements in subscription magazines and newspapers.

The most obvious reason why most people try email marketing is because it is profitable. This is mainly because of the following attributes:

  • Low Cost. Communicating via email has many of the advantages of traditional direct mail or print advertising but with much lower costs. When you add email to your marketing strategy, you spend less time, money and resources.
  • Global reach. No matter where you are or whom you need to reach, targeted emails pave the way. Borders are no obstacle in email marketing.
  • Speed. Email lets you deliver your message directly to the people (unlike with websites, where you have to wait for the people to come to your message).
  • Highly Personalized. Email enables you to personalize and greet every person you target. This helps in creating a special bond with your potential customers.
  • Interactive. You can innovatively initiate campaigns using video, music, quiz, game, and graphics to grab their attention and interest immediately.
  • Tracking and testing. Special tools are available that accurately measure click-through rate, generate tracking reports for emails that are successfully received, or check if the email was read or not. You can also test different subject lines, calls to action, use of images, etc. All these can help enable you to hone your techniques and improve performance and asses the success of different email campaigns.
  • Targeted marketing. It allows you to send targeted messages to specific individuals or market segments and select based on geography, age, income, and other parameters.
  • Opt-in or unsubscribe options. Emails contain opt-in and opt-out options which help you to shortlist your prospects and reach only the ones genuinely interested in your offerings and require your services, solutions or products without bothering those who do not.
  • Build better relationships. It reinforces relationships, loyalty and trust when emails deliver valuable content to recipients.
  • Simple. Executing an email campaign remains to be the simplest form of marketing without any extensive resources.

Creating the right email right can be a great addition to your marketing strategy. However, once you do it wrong, you might be better off not doing it at all. Here are some of the main Email Marketing issues that can affect business owners.

  • Spam. A critical mistake business owners can make in email marketing is to issue emails which are likely to be construed as spam. This may result in the emails never reaching the recipient or the emails being deleted, without even being read by the recipient. Avoiding the potential of falling into the spam category basically involves ensuring your promotional emails contain more useful copy than blatant advertising. This will make it more likely for your emails to be taken seriously.
  • Permission. Responsible email marketing is based on the idea of permission. This means that legitimate email marketing involves sending commercial emails to people who have explicitly requested them. This is the main area where email marketing differs from spam. Organizations that send commercial email without permission (or who fail to send valuable, relevant emails) end up disenchanting recipients, who may then report these emails as spam. The sender's future emails could then be blocked from delivery by many ISPs.
  • Influx of customers. Business owners may also run into the mistake of not preparing themselves for an influx of customers after an email marketing effort. The express purpose of email marketing is to generate increased interest in your products or services. Therefore it is critical for business owners to anticipate an increase in business and be prepared to accommodate this increased demand for products and services. This is important because potential customers who have to wait for products or services may seek out your competitors who are better prepared to provide them with products or services immediately.

Successful email marketing is, however, dependent on many factors. And there are certain basics and etiquette of email marketing that you must know before you embark on a campaign. You must present your message clearly so that it is understood well by the customer who read it. In online business, presentation counts a lot and your marketing campaign speak a lot about your company and its products. Make optimum use of every marketing tool you adopt to leave the best impression on your prospects. Take care of even the smallest things.

  • Keep emails short and simple. The shorter the email, the better chance that the recipient will read it. Keeping it short does not mean putting everything in just one paragraph. It is very important how you present your message. Long sentences and paragraphs must be avoided because they are very tiring. Help the readers relax while reading your message by writing short sentences and paragraphs.
  • Format it well. Avoid using all capital letters like plague. It may seem like you are shouting from the roof. Employ the capital letters only where they are required.
  • Check your Grammar and Spellings. If you want to be taken seriously by your potential or existing customers check for possible grammar and spelling errors before sending your email. This will show and prove your credibility.
  • Content. The content of the emails should also be carefully considered. They should certainly highlight the products and services you offer but should do so without appearing to be a hard sales pitch. Emails should provide the readers with a call to action. This should be a statement urging the reader to take a specific action such as making a purchase or researching a product.

Email is one of the tools to be able to promote your business through the internet, and by far is the most effective and most popular. And if targeted correctly, email marketing can help you deliver the right content to continuously achieve high response rates from quality prospects. Email marketing is a high response and opportunistic medium for communicating with customers, with the power to bring huge benefits to your business. Start and initiate an email marketing campaign to see your profits grow. You will surprised to see many of your competitors already doing it.

We can design a flexible email marketing solution for your business. Contact us today for a free no obligation consultation.