How Can Email Marketing Benefit Your Business
by: DarrelHawes. |
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At its most basic level, email marketing can be described as touching your intended audience by using email. This particular method should be thought of in the same way as the use of direct postal mail, telemarketing, selling in person, websites, radio, and television. The reality is that email can be employed hand-in-hand with any or all of the above methods with often remarkable results.
Marketing using email is merely writing directly to a particular group of your target audience, to be specific, those who have provided you with specific permission to communicate with them via email. By specific permission, to be clear what is referred to is the action of clicking on a link that identifies the reader's intention to receive future information from you. In the case of a double optin list, the reader also must confirm his or her subscription by clicking on the link in a confirmation email sent their email address for that purpose.
Due to these precautions, email marketing should not automatically be labeled as "spam". What is spam? Briefly, it can be described as unwanted commercial email. Your uncle Bob who forwards all those corny jokes is not spamming you. Ethical email marketers are not in the same class as spammers due to the fact that the recipient is added only with their express permission, and in addition, every email contains a unsubscribe method that is easy to carry out.
What is included in email marketing communications?
In general, email marketing messages will include:
Industry news. Let's say you are marketing to fanciers of Shetland ponies. In that case, you may want to discuss recent and upcoming events relevant to Shetland pony breeders and enthusiasts. This will help position you as a leader in your field, someone whom your readers can trust.
Helpful tips and hints. One common use of email marketing is to provide introductory level training. A great example would be sending out a short course via email on how to get started playing the guitar. Or you could merely address one issue that new guitar players often struggle with.
Sales messages. Of course, this is why marketers maintain email lists... to sell something! What exactly you are encouraging your reader to do is going to vary depending on your circumstances. You might not always be asking your reader to part with their money, but you will normally be asking them to move farther down the sales funnel.
Actions encouraged by your email sales messages may include:
* Click on link to sales page
* Pick up the phone and call for more information
* Participating in a complimentary teleseminar
Marketing emails may be "broadcast" messages or "sequential" messages. Sequential messages are also known as "autoresponders" due to the fact that procedure for including a reader to your list is automated, and in addition, the email managemet system keeps track of when to send messages to which specific readers.
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