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Email Marketing

Written by: Robin Smyth

Article Overview: Do you want to keep customers coming back to your website? Do you have little money to spend on doing so? Well then, email marketing might be for you. Each year, more and more companies are turning to this type of campaign to try and boost their business. And why not? Today, email has become a normal part of everyday life. As one of the most cost effective means to reach your customers, and with typically much faster response than traditional direct marketing methods, email will let you keep in touch with your customers even after they have left your website.

Email Marketing

Do you want to keep customers coming back to your website? Do you have little money to spend on doing so? Well then, email marketing might be for you. Each year, more and more companies are turning to this type of campaign to try and boost their business. And why not? Today, email has become a normal part of everyday life. As one of the most cost effective means to reach your customers, and with typically much faster response than traditional direct marketing methods, email will let you keep in touch with your customers even after they have left your website.

If you decide to try this new method of marketing, the first thing you need to remember is that first impressions count. Much like in person, where they say you never get a second chance to make a first impression, the same thing goes for an email. Studies have shown that compelling subject lines have a direct impact on increasing a company’s bottom line. Your subject line should not only be catchy, but also informative, straightforward, and short. That can be a hard order to fill, but once you have an idea, ask yourself, “Would I open this email?” It might take a few tries to get your wording just right.

Once you get customers past your subject line, you need to make sure your email body is equally appealing. First and foremost, don’t just use your computer’s spellchecking program. Read your text over, and over, and over again. Get someone else to read it too. Nothing turns people off more quickly, and gives them the impression of not being professional, as does a spelling error.

You need to make sure that your text is clear and straightforward, and provide a valid link for the reader to go to for further information. You don’t want to ask for too much, too soon; part of the value in email marketing is the willingness of customers to enter their information online. You can then use that to try and make the sale later on.

Don’t load your emails with images and, where they are necessary host them instead of embedding them. This will make sure that you aren’t overloading your customers’ inbox capacities. Also, try to make your emails as personalized as possible, and I don’t just mean a name.

Email may be cheap, but you want to avoid cutting corners at all costs. You want to be creative with your campaign, and only send out a final product with which you are wholly satisfied and proud of. And, don’t just send them to every address you can find. Just as with any other aspect of your business, your campaign should have well thought out goals, targets, and strategies.

Finally, with email marketing it is crucial that you respect whatever information you receive online. People want to know that what they are submitting to you will not be used elsewhere, that the next day their inboxes won’t be overloaded with spam. Try including a link to your customer’s privacy policy at the end of each email to ensure readers that they are dealing with a professional and discreet company.

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