When Your Business Embraces Email Marketing


A competitive edge

Are you a business person who recently incorporated an email marketing campaign with your Web marketing objectives? If so, a self-congratulatory sentiment is in order, because you’ve embraced what is widely considered one of the most effective types of online marketing for your business. And while many business owners tend to shy away from email marketing campaigns based on a belief – erroneous as it may be – that such campaigns are always viewed as spam, others realize the importance of this marketing type (which ultimately is another kind of advertising) and are willing to invest a great deal of time, money and effort into organizing email marketing campaigns.

Business owners who have added email marketing campaigns to their overal marketing strategy will likely find that they are able to enjoy an advantage over their competitors who do not take the time required to implement an effective email marketing campaign. So if you are already using email marketing as part of your marketing and advertising strategy you may soon be reaping the rewards of your decision to do so – if, in fact, you have not yet achieved such objectives. However, if you have not yet embraced this type of marketing, you may wish to read on, because in this article will discuss a few of the steps necessary to organize an effective email marketing campaign.

One of the first elements you should consider when making a decision to start an email marketing campaign is the type of information you wish to include in your marketing emails to potential clients. This is very important because the information you provide will help your email recipients to determine whether or not they think your products or services are worthwhile.



EM professionals for hire

What this means is that you can include a variety of techniques in marketing emails which may include, but is not limited to, full length informative articles, short articles enticing readers to visit your website for more information, links to other websites which may be of interest to your readers, links to your own website and even advertisements for your products and/or services, as well as other products or services your customers may appreciate.

Once you determine the type of content and information you wish to incorporate into your email marketing, it is then time to consider how you want to structure your email marketing messages. Two of the most common structures include an informative email with subtle advertising, or an in depth e-newsletter with a wealth of information, which also includes subtle advertising as well as a few images (graphics). Deciding on the format of emails you will be sending out are important because they will dictate the staff you will need to assist you in your email marketing efforts.

You might require the assistance of a professional writer to assist you with the content in either emails or e-newsletters; that is if you are unable to write your own content. But keep in mind that if you opt for an e-newsletter you should also consider hiring a graphic artist to assist you in designing an attractive layout and creating graphics that will most likely be needed to create an appealing layout for your e-newsletter.

Opt-in lists from scratch

Next you should consider how you plan to create an email distribution (or opt-in) list. This is important because simply purchasing an email list is not likely to be effective due to the “hit-and-miss nature of such lists. In other words, when you purchase an email list, you may reach hundreds, thousands or even millions of Internet users by sending emails to all of the members of this email list, but there is no guarantee that any of those recipients will have an interest in your products or services. However, if you build your own email list of previous customers who have specifically requested additional information, as well as potential customer who have also requested additional information you will have a well formulated list which includes mostly members of your target audience.

A targeted list is ideal because you are much more likely to sell products or services to members of your target audience than you are to sell products or services to members of an email subscriber group which does not consist of subscribers who have expressed an interest in your unique content and therefore may have absolutely no interest in the products or services you offer. The underlying reason for creating your own list of opt-in subscribers is because they would have visited your website, blog or Web page and expressed a special interest in your content based on its uniqueness (niche quality), and wish to obtain more information from you on a continuous basis.

Such requests for more information and desire to learn about your company, products or affiliate service lays the foundation for long standing relationships which, in the long term, is most beneficial to your business as well as the subscriber. Once all of these preliminary decisions have been made, you can begin to create the actual emails themselves and can begin to distribute these emails; and after you have sent out your first batch of emails, you can take some time to evaluate the effectiveness of the first email before you send out the second batch.

Evaluation

This will be useful because if you determine the first batch was not very successful you can solicit feedback and make changes to the second batch before sending it out. If the second email is more successful than the first, you can conclude the changes you made were required and, in fact, beneficial.

An Effective Marketing Approach Via Email


Aspects of email marketing

Like any type of marketing, email marketing involves a great deal of time and effort to ensure that the marketing campaign is effective; because an ineffective marketing campaign of any kind is a waste of money and resources. Any individual or business that invests a lot of time, energy and money into an email marketing campaign which is not reaching members of a target audience and is not convincing recipients of the emails to make a purchase or visit a product website is really not worthwhile. In this article we will discuss the implementation of an effective email marketing strategy designed to ensure that your business, financial and personal goals are being met.

One of the most important aspects of marketing effectively with email is to make sure that your email marketing efforts are reaching members of your target audience; and one way this can be done is by asking former customers, as well as potential customers, to join your subscriber list. Such a request on your part will help to establish that the majority of your subscriber list members have an actual interest in the products or services you offer. Such interest in your products/services is important because it will be more likely that you’ll generate sales when marketing to this type of an audience than it would be if you were marketing to a much larger audience which has no interest in your products.

Another aspect of marketing effectively via email is to hire an experienced professional writer to draft the content for your emails, e-newsletters, email courses or other methods you are using to email your message to potential customers. Having your content written by a professional content writer can give you a significant edge over the competition if they are drafting their content themselves. And since the quality of your content is a direct reflection on your business, poorly written content that lacks substance will reflect poorly on your business.



Target audience appeal

Effective email marketing should also be written in a manner which will appeal to your target audience; but this may be easier said than done, especially since the best results might only be obtained by conducting market research to determine demographic information for the kind of target audience you wish to attract. Research such as this may also determine preferences the target audience may have as a condition of receiving marketing information from you (or your company). Their preferences may pertain to: type of language used, format of emails, layout of emails and even aesthetic appearance of emails. So paying attention to these details can make your email marketing campaign significantly more effective.

Finally, effective email marketing should be done in a way that it is not viewed as spam; but it can sometimes a difficult process to safeguard your emails from perceptions related to spam. In many cases an email marketing campaign will involve distributing mass emails but care should be taken in these efforts to avoid having these emails construed as spam. The importance of such efforts is based, in part, on the many Internet service providers that include spam filters in their software that apply algorithms to each email account they provide to users. These filters are designed to determine which messages are spam and which email messages are legitimate; and emails which are deemed to be spam often do not reach their intended recipients.

Surviving the spam filters

Emails which survive the spam filters and make it through the recipients’ inboxes may also be automatically deleted if Internet users percieve them to be spam based on their appearance and content. For this reason care should be taken to ensure that all marketing emails provide quality content, advertise only subtly and ideally are only sent to email recipients who have specifically requested information about your products or services. This will give you the best possible opportunity to reach your target audience and have a positive impression on them which, hopefully, will entice them to make a purchase or visit your website.