Utilize email marketing as a strategic activity implemented in the context of your overall goals and specific web objectives. Your email marketing effort should be performed, managed, tracked, reported on, and measured in the context of other activities and opportunities.
Even with the powers of low cost Software As A Service (SaaS) solutions (like Constant Contact), you will still need strategy, management, and a skilled team to execute email marketing effectively.
QUESTION: If you had a pen and an index card and you were in a crowded room of your prospects, what would you write on the index card and to whom would you hand it? Address this question before you are dazzled by the technology of email marketing. It’s slick, for sure. The designs, the tracking, the reporting and linking and such. But ultimately it’s just a way to send a message. You have to know what message you want to send and to whom you want to send it.
Email Marketing for small business comes in two major forms:
There are many of benefits of implementing targeted and professional email marketing campaigns.
Email marketing enables you to start the conversation and provide relevant and timely information to your prospects and clients. You initiate the conversation as opposed to passively waiting for the phone to ring or an email to hit your inbox. Many people may be thinking about your service but need a nudge or a friendly reminder about your services. You have the ability to send information out to a very targeted list. Email communication sent to your clients and prospects can improve your lead generation and customer retention dramatically.
A lot of marketing campaigns do not offer the benefit or precise and measurable results. Email marketing will allow you to determine how many people opened your email, report click through rates and determine what content was of the most interest to the recipients. This type of reporting will allow you to refine your message and determine what your prospects and clients are interested in. Being able to measure the results of your email campaign in real time is a huge advantage.
The standard to receive responses through e-mail is one to three days, and you will get maximum responses on day one itself. This is much more effective than a a direct mail campaign that takes minimum seven to 12 days to generate any responses. Responding to direct mail requires more effort, while a person can respond to an email immediately.
Email marketing campaigns enable you to execute highly personalized communication. You can send personalized newsletters and emails that target a populations interest Prepackaged and custom-built lists are available. This allows you to reach only those who might require your services, solutions or products without bothering those who do not. You can select each one of your targets based on geography, age, income, spends, and many other parameters.
There are a lot of reasons to add email marketing to your business arsenal. Email marketing is an accessible and viable marketing tool for all types of businesses.
Much strategy goes into producing an effective email campaign. It is important to make sure you commit the time to do it right or seek out a professional company that can assist you in your email marketing efforts.
