What is email marketing and how can it help you?
Email marketing is a form of direct marketing except it uses electronic mail for communication instead of postage.
What types of email?
Generally, any email you send to a client or potential customer refers to:
- Sending direct promotional emails to gain new customers or getting existing customers to purchase again
- Sending emails for the purpose of encouraging customer loyalty and building customer relationships
- Adding your marketing messages or promotions to emails sent by others (joint venture partners).
Here’s an example of email marketing with a JV Partner:
If you’re a florist, you can partner with a wedding planner and they could send emails to their email marketing list (database), with your special offer.
You are required to have permission to send emails regularly to ANYONE.
Responsible email marketing is about having permission.
If you don’t have this permission, then the recipients of your email can regard your message as spam.
You don’t want to be spamming!
If you are accused of sending spam, then you may find your email account SHUT DOWN and maybe even your website cut off. In some countries, it’s against the law.
It’s important to stress that anyone thinking of email marketing MUST read up on “permission and spam”. Otherwise you’re asking for trouble.
Don’t worry. It’s not that hard to build permission based email lists.
And there are plenty of email marketing specialists that can point you in the right direction.
Click Here If You Do Need Help
Here’s an example of permission email marketing; it’s when someone buys one of your products from your online shopping cart, then ticks a box marked “please send me your latest news and product updates”. You now have “permission” to send that person information via email. You also must give them the opportunity to opt-out at any time, should they wish (this needs to be included with every email).
Here are the benefits of email:
- sending email is way cheaper than any other form of communication
- email lets you deliver your message to your target audience, whereas a website requires people to visit your site
- successful email marketing has slashed the cost of many businesses’ marketing budgets
Have a look at these three types of email marketing:
1. Direct email
Direct email comprises of delivering a promotional message in the form of an email. It might be a broadcast of a special offer, or promotion.
It’s also possible to rent lists of email addresses. Some companies (for a cost or mutually beneficial reason) may send your email to their own database. See number 3
2. Retention email (keeping customers long term)
Instead of promotional email designed only to encourage your customer to buy something, etc.. you could send retention emails.
You may know these as newsletters, reports or information to help your customer. Your newsletter can still have promotional messages, but the main objective is for developing long-term relationships. After-all, you really want to retain a customer for life – if you can. You need to provide your customers with value, not just a sales pitch. Think about how you can add a difference to your readers life.
3. Advertising in other people’s emails
You may not need to produce your own newsletter. There are newsletters published by others that you can pay to put your advertisements in. Think outside the box, there are many email newsletters that are created just to sell advertising space to others.
Building Your Email List
To build your email list you need to give a compelling reason for anyone wanting to join.
For example, if you’re in the pregnancy market and specialise in infertility then a woman having trouble getting pregnant would find it compelling to join your list if you offer on-going practical advice on getting pregnant.
Here are some other examples to offer your subscribers to opt-in…
- Free book
- Early access to new products
- Subscriber only discounts or products
- Loyalty programs
- Sneak peek at up-coming developments
- The chance to participate in future product development through subscriber-only feedback channels
- The option to reserve products in advance
- Extended warranties
- Their own dedicated service hotline
- Supporting manuals (how-tos etc.)
Get creative and add your own reasons for your customers to join your email marketing list
I can’t stress though how important it is to have a list that is specifically targeted to your niche. Because in the end it’s buyers that you want.
A good quality list will buy even affiliate products (other websites products you’re affiliated with), if they have a good relationship with you.
Advantages Of Email Advertising
- An exact return on investment can be tracked. When done properly, it’s been proven to have high results. E-mail marketing is said to be second behind search marketing as the most effective online marketing tactic.
- Advertisers can reach huge numbers of e-mail recipients who have opted in to receive e-mail information on their niche interest.
- More than half of Internet users check or send e-mail most days.