Email Marketing : the Solution
Email marketing simply refers to sending emails as a marketing strategy to reach your customers. However, it is not as easy as it sounds.
Email marketing like other marketing strategies as a process that involves different steps. Here are the steps in undergoing an email marketing campaign...
1. Collect Addresses
The first step in email marketing is to collect addresses through obtaining an email list. This can be done through buying one or developing your own email list.
In buying a list you have an immediate access to a range of possible clients. These clients are people whom you could not have reached on your own.
However, the disadvantage of buying a list is you have little information regarding you clients. The existence or current validity of the addresses listed is not definite. Also, it is possible that someone else is also using the same list.
Before buying a list do some research. Know how the list was created. Make sure that the list you are going to buy is appropriate as your target audience and also consider the reputation of the vendor whom you are going to buy the list from.
In developing your own list, your downfall would be is that it is very time consuming. However, there are long-term benefits of creating your own list. Some of which is that there is no need to spend, you know the people on your list and you will not be labeled a spammer.
Here are a number of ways where you can get addresses...
o During conferences and events, offer prizes where people are made to fill out forms that would include the person writing his email address if he wishes to receive mail from your company
o When sending direct mail, always ask your clients if they would like to receive more information via email
o When customers call the hotline or for support, ask for their contact information.
o Encourage memberships in your web sites
o Provide your customers with online forms
2. Obtain Permission
Ensure that you have permission from all your potential customers before using their email addresses.
Levels of permission include spam, opt-out lists and opt-in lists. Spam is something you do not want to do because here there is no permission acquired from the customer. Opt-out lists are also not recommended because here the company assumes that the person permits the receipt of email by failing to uncheck or confirm that they do not want to receive further email. Opt-in lists is the one recommended because it is in this level that the customer really added their contact information and agreed to receive more information.
3. Know your Objectives
Have an idea on how you will use the addresses you have collected. This can be increasing your sales, improving brand awareness or drive site traffic. Remember that your objectives will serve as the indicators if your campaign is a success.
4. Know your Audience
It is vital that you understand your clients so that you can zero in on their very needs. This will aid in building your strong relationships with your clients.
5. Determine the message
Consider all factors when developing an email message. Consider details such as the email headers, message vehicle, message components (greeting, offer, call to action and opt-out function) and message characteristics.
6. Track and Measure
Remember that it is essential that you monitor the progress of your campaign. How many customers refused? How many email returned with positive and negative results? Are there new customers?
All these are indicators if the campaign is going well or not. If not, this will help you change your current campaign to a better one.
Another measure for effectiveness is weighing the costs and returns of the money you used. This way you will know if the campaign is worth the costs.
The new age of technology enables the businessmen to expand their target market. Email marketing can be the solution to the average businessman's worries. It is a cost-effective and efficient marketing tool for any businessman.
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