What is email marketing? Basically the use of email is to promote products and/or services. However a better email marketing definition is the use of email to develop relationships with potential customers and/or clients. Email marketing is one segment of internet marketing, which encompasses online marketing via websites, social media, blogs, etc. It is essentially the same as direct mailexcept that instead of sending mail through the postal service, messages are sent electronically via email.
The Advantages of Email Marketing
The two big advantages of email marketing are price and ease. Emailing is an inexpensive way to advertise your company and its products and/or services compared to many other types of marketing. It’s also extremely easy to set up and track an email marketing campaign, making it a very accessible type of marketing for small businesses.
Newsletters can be sent to the email list you’ve built from the people who provided the necessary information on your website, for instance, providing these potential customers with news updates about your company, upcoming events and/or special offers – and, of course, reminding them that your business exists and that maybe it’s time for another visit.
Email Marketing Is Still Relevant
In an age of increasing usage of social media for advertising, email marketing still rules the roost, according to a study conducted by HostPapa:
- 94% of Internet users use email, while only 61% use social media
- 75% of adult online users say that email marketing is their preferred marketing method
- the “opt-in” feature of email allows marketing by consent
- email marketing allows targeting by demographics (age, income, etc.)
- email messages have a much wider range of formatting possibilities than social media messages
- email offers more reporting and analytics capability, such as click-through rates, open rates, bounce rates, and conversions
Ideally, email marketing should go hand-in-hand with social media. Adding social media “Like” or “Share” buttons to your marketing emails gives an additional way for customers to connect with your brand. Snippets of positive reviews from social media fans can be included in emails, and conversely social media postings can be used to encourage fans to subscribe to your email newsletters.
Email marketing can substantially increase your income if you do it correctly. (See the tips below.) It’s a great way to get people to visit and/or revisit your website or blog and more traffic usually equates to more income.
Email Marketing Tips
1) Build your own list. This has already been mentioned but buying email lists is a waste of time. All you’re going to do by sending unsolicited email is turn off most of the people you’re hoping to turn into customers and run the risk of being labeled a spammer.
2) Adhere to the rules of the CAM-SPAM Act. These rules include having a non-deceptive subject line, a method of unsubscribing, and your name and address at the end of the emails.
3) Don’t just send out ads to buy all the time. Use your emails to build rapport with customers by sharing your expertise and/or that of others, giving them tips and insights they can value. Share information that lets them know more about you and/or your company if it’s interesting.
4) Treat your list well. Remember that the people you’re using email to communicate with have trusted you with their email and name; they deserve your respect. Just as you deserve as chance to convert them from customers to fans and even evangelists for your brand, people who want to talk about and share your message and get involved in any way they can.
5) Stick to a schedule if you’re doing a newsletter. Sending email on a regular day or days can help your subscribers know what to expect from you and when.
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