Email marketing has become one of the most popular forms of online marketing for businesses because it works. Using email to get your marketing message out to your target audience is one of the best ways to get people to buy since it allows them to know, like and trust you. Even though email marketing is one of the easier methods of online marketing you need to put in thought and effort to ensure your campaigns work, and that they increase profits. There’s is a bit more to it than simply whipping off an email and sending it to every customer you’ve ever done business with. There are many steps for an effective email marketing campaign, as well as legal issues you must keep in mind. Benefits of Email Marketing
- Easy Sending an email is a easy as 1-2-3. Email is one of the most effective communication tools business use but people forget they can use it on a regular basis to connect with customers and leads.
- Cost Effective Compared to the other forms of traditional marketing – TV or radio commercial, or even a print ad, email is way more cost effective. Email marketing costs next to nothing – even with the cost of your email marketing program and an email marketing expert taken into consideration!
- Viral Email has the capability to be seen by many people if it’s good enough to share. Once you send the email to one customer, they could send it to another person and another and another and another.
- Swift With email marketing your message is delivered to peoples inboxes within seconds.
- Automated Using good email marketing programs can make life a lot easier with automation as you can schedule your marketing campaigns and use autoresponders.
- Personalization Unlike other forms of advertising, where you have to create a “blanket” message for all of your customers, you can tailor and personalize your email message to specific customers.
- Segmentation A big benefit of email marketing is segmenting your list. You can separate buyers by interests, purchases and more.
- Tracking Every part of an email marketing campaign can be tracked, including if the email was opened, when it was opened, what links were clicked, and if anything came from those clicks. Try tracking traditional forms of marketing such as a radio ad – it’s a lot more difficult.
Email Marketing is permission marketing at it’s best because more than likely people have chosen to receive your email via opt-ins. The CASL (Canadian Anti-spam Legislation) provides strict laws in how you can collect and send emails and large part of that is by getting permission first. Starting Your First List The first step for your email marketing campaign is to gather and collect names and while this may seem like an easy task, you’d be surprised at just how complex it can become. Not only do you need to find places to gather names, but you also need to take into consideration things such as the laws regarding such practices. The next step is to gather and consolidate all of the names you already have. You probably have many different programs and places where you keep the names of your customers and potential customers. Because of that you need to gather all of your names and put them all in one place. Once you’ve gathered and consolidated all of your names, you’ll need to start thinking of places where you can gather more. Just because you already have a good list of names for your email marketing campaign doesn’t mean that you should stop there. You should always be looking for more names to add, and there are lots of places you can get them from. Use your storefront, your website, the front desk of your business, and every phone call as a chance to collect email addresses and names. At the front desk you can have a form for customers to fill out if they want to receive additional information, and on your website you could have an opt-in to subscribe to your newsletter or offer a free gift. These are effective ways to get addresses that you know you have permission to use, and you know those potential customers want to hear from you. When you’re collect your list of names and email addresses, don’t just go around collecting any and every name and email address that you can find. Doing it this way can not only result in poor leads, it can actually be illegal. Not collecting valid leads can greatly hurt your business and sending messages to the wrong people is a time drain and can lead to you being labelled a spammer.