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Email marketing – How do you start talking to your customers?

Written by: Greg Pipe

Article Overview: Email marketing doesn't have to be some mystical science that only a few people can understand. It's also not meant to totally overtake all your other forms of marketing, after all everyone can sometimes get a little sick of the amount of Spam that can build up daily. However, though careful use of your database and providing the right message targeted at that person often provides huge dividends.

Email marketing – How do you start talking to your customers?

Email marketing is a highly effective way to make direct contact with your customers, speaking individually to each and every one. Whether you are reaching out to new clients or potential customers, promoting your business services and products, or maintaining a rapport with your current customer base concerning updated offerings - email marketing is the fastest, most direct and most effective method of starting a meaningful conversation with them, that brings good business results. But where do you start or how do you go about it. From a simplistic point of view, there are essentially two routes you can go, e-shots or newsletters.

Targeted e-shots are sales and marketing messages or advertisements, sent out to potential new customers or your current client database. They work, because they allow you to send a specific message, directly to an individual, for an incredibly low unit price. Which means you can reach thousands of individuals, far cheaper than by using other methods.

While many people visit a website through surfing the Net or performing searches, a large percentage will come from high quality, professionally designed e-shot marketing. Much like any other form of advertising, it’s important to create well-composed, dynamic and strategically focused message text along with top quality design and graphics, to best market and promote your business and products. Whether simplistic or complex in content and design, each e-shot must contain precise and persuasive information in the best format possible, to attract and hold the lasting attentions of your targeted audience and new, or continuing, customer database.

Having said all this, it’s important to remember that even expertly designed, written and targeted email marketing does not guarantee success. It can still get lost amongst the high volume of emails that most people now receive daily. Which is why e-shots should not be looked at as a ‘magic bullet’ to solve all your marketing worries. Like any advertising, it is the long-term use of such tools that brings high-volume, high-quality, lucrative results. The key difference is that email has such a low entry cost.

The other popular type of email marketing is the use of newsletters. One of the main benefits of a newsletter is that they are not just a sales message to a customer. They are your way of building a relationship with them by letting them read about something they hopefully find interesting, as well as showing them product or service updates. As newsletters are seen as being less an out and out sales message, customers are actually keen to sign-up to receive them, as well as being less inclined to unsubscribe from them afterwards. All of which means you can continually grow your ongoing promotional database.

Another advantage of marketing by newsletter rather than e-shots, is the additional space the newsletter length and format allows you for written descriptions, explanations and promotion, as well as larger and more detailed graphics and photos. However, it’s true that newsletter preparation therefore can take longer than creating an e-shot and some people are more likely to read a short e-shot than a lengthier newsletter. Yet, consistent quality newsletter circulation can bring outstanding results, with multiple additions to your active client base and more revenue for your business. This is especially true since each new change or addition to your business product line or service will be made available to your entire customer database, along with any new subscribers, very quickly and easily.

In order to achieve the best possible quality design and written content for your e-shots and newsletters, relying on the advice and expertise of a good digital management service can be paramount to your success. Make the most of your email marketing tools, and create the ultimate level of Internet-built business.

Related Articles
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  Your Guide To Email Marketing
  Top 10 Email Marketing Tips to collect Opt-in email list
  Small Business Email Marketing - Finding Gold in a Down Economy
  E Mail Marketing Campaigns

Article Tags: communication strategy, email marketing, email strategy, marketing



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