Email marketing is one of the most powerful, effective ways to market your company and its products, but it’s often overlooked.
Email – What is Email?
Well, unless you’ve been hiding for a generation, email or electronic mail, has become the #1 form of communication in modern society. According to recent estimates, the number is approaching around 60 Billion email messages per day!
Email is popular. Friends and family use it to stay in touch across long distances. Co-workers use it when it’s more convenient than getting up and walking over or picking up the phone. Email is used to verify who you are (on various websites)… email is everywhere.
Knowing that email use is so prevalent it brings us to our next section – why email marketing?
Why Email Marketing?
In preparing for this article I was able to come up with 5 major reasons why a company or entity should do email marketing. These 6 reasons really ignore email marketing’s statistics – low cost, high effectiveness, etc. and really just concentrate on the benefits to your business after you’ve implemented:
- The Amazing Return On Investment
- Sales & Discounts
- Saying in Front! (of your competition, of your clients, of vendors)
Return on Investment – According to Direct Marketing Association, email marketing generated an ROI of $51.58 for every dollar spent on it in 2006. The expected figure for 2007 is $48.56, and the prediction for 2008 is $45.65. Email marketing to in house lists outperforms all the other direct marketing like print pieces, brochures, sales pamphlets, etc. Email marketing is incredibly inexpensive to produce and replicate, but incredibly effective.
Send Information – there’s always stuff going on at your business. You have updates, you have changes, you have information that your customers would appreciate having, and would appreciate knowing. Email marketing allows you to get out this information in an extremely efficient manner. Compose one email regarding a recent change at your business – target an appropriate group of clients (more to come regarding targeting) – and suddenly thousands of people you do business with every day know exactly what is going on. Sending information – the real heart of email – is probably one of the biggest (and simplest) reasons why you should be doing email marketing.
Sales & Discounts – Are you holding a special sale or offering long-time clients a special discount? Let your customers know and you could be bringing in many more times the business you are now. They say it’s most effective to sell to an existing client. Email marketing is a prime way to efficiently (but personally) communicate sales, deals or discounts to your audience of potential and existing customers.
News – Communicate your good news! In business people like to know they are working with growing, prosperous companies. It rubs off! I met Colin Quinn a few years ago and contribute that awkward meeting in the Newark airport to my success today.
Just kidding, but if you have been mentioned in the paper or have had a ribbon cutting, let people know. Broadcast your good news, attain celebrity – even local celebrity, and continue to prosper.
Email Marketing Tips For a Small Business
Email marketing is one of the most effective forms of advertising for small businesses. In order to be successful on the internet and maximise the benefits of the internet, a small business needs to implement a result driven marketing strategy on the internet. The real benefits of the internet can be realised only if a business is able to use the internet to market its products and services.
Email marketing is one of the most effective and fastest growing marketing channels. One of the first steps in a successful email marketing campaign is to build an email distribution list of potential customers. A business can build an email list from a variety of sources including its website.
Managing a substantially large email marketing campaign will require a well planned strategy and may involve the services of a professional marketing company. If you do not have a large email list then it can be purchased easily from a direct marketing company that specialises in email list management. A business can also collect email addresses from potential customers via a newsletter registration form on the website.
Following are some 12 email marketing tips for a small business:
1. Start building an email marketing list of customers
If you do not have an email marketing list you can start building one now. Whether you have a small or a large client base, you can start by first including your existing customers on your email marketing list which you can build upon with time. A small business can start an email marketing campaign from a relatively small list which can expand with time. As new enquiries are received, the list can be expanded. It is a common practice to purchase targeted email list from a professional marketing company.
2. Email registration on your website
Offering customer with a way to register via your website is probably one of the easiest ways to build your own email list. A registration form can be added to your website with ease. The placement of the email registration feature on your website is important and has an impact t on conversion rates. It should be placed on a prominent place on the website. If your website uses a content management system then most likely the newsletter registration feature will be built in.
3. Start a Marketing Newsletter
Sending newsletters to your customers is one of the most effective email marketing techniques. You can start a newsletter on a topic related to our industry. The newsletter can be weekly, monthly or even quarterly. A newsletter provides an excellent opportunity to communicate with your customers on regular basis. You can use the newsletter to subsequently market your own products or services.
4. Improve awareness of your email marketing list
You can take some simple steps to increase the popularity of your email marketing newsletters and growing your email list. Creating a quality marketing email or newsletter requires time and effort so it is best sent out to as many people as possible.
Following are some simple methods to improve awareness about your marketing newsletter or email list and encourage people to register:
o Include a link to register for emails in all email correspondence.
o Include information about your email newsletter in invoices, purchase orders and other company documents.
o Include email registration link in a prominent place on your website and blog.
o Let your team know to inform customers about your marketing newsletter at every opportunity they get.
o Create an incentive to subscribe to your email or company newsletter e.g. discount coupons or prize draws.
5. Follow data protection act
It is vital that you respect customer’s privacy and take all steps necessary to protect customer data collected by your email marketing campaigns. You should not share information without prior consent from the customer. Your email marketing list should be opt in. When customers register their email address they are agreeing to receive marketing emails from you. If you purchase opt-in email marketing lists, you should do so from reliable sources only.