Email marketing when used correctly, can be one of
the most effective marketing techniques around. To get results, each
emailing that you send has to be specific in terms of what you want each
reader to get out of it. Without a clear understanding of what the
purpose is for a mailing, you will not have any way of determining what
impact each has on your business.
There are a number of different ways to use email
marketing. The three most effective ones are:
- Special Offers
- Staying In
offers like coupons and discounts are classic direct marketing
techniques that translate extremely well to email. In order for an offer
to be effective, it must provide something of real value to the
recipient. Minimal discounts are not enough to get the readersí
attention; you have to offer something of substance. Donít discount
lower than your profit on the transaction, however. "Buying the
business" rarely leads to a repeat sale, as this kind of customer
will usually just go to the next such offer rather than build any
loyalty. Lastly, having a time limit on these types of offers is
extremely important, in order for the call to action to work. Thatís
why late night TV commercials always seem to end with "Offer ends
midnight tonight. Call now!"
events like seminars, conferences, and other special events are another
type of highly effective email marketing. Seminars work particularly
well for service industries like financial services, insurance, etc.
These types of offers can be very effective when sent using email.
Repetition is extremely important; sending two invitations spaced apart
before the event will increase the number of attendees. Clicking thru
from the email directly to a web page that permits online registration
or RSVP can up to double the percentage of recipients that register.
Sending an emailed reminder to people who have registered for the event
is a good way to minimize on "no-shows".
Staying in touch
with customers and prospects by providing useful information like
newsletters or postcards is the third major email marketing technique
covered here. As opposed to offers or invitations, where you are trying
to get an immediate response from the recipient, the purpose of sending
a newsletter is simply making contact. Keeping the information short, to
the point, and most importantly useful is the main objective. The
content can range from "how-to" tips to a digital photograph
from a recent event. The point is to have something that the reader
cannot see anywhere else, and that makes a meaningful connection because
it is something that matters to them. The originality of the content is
very important, as well. Your companyís individuality is your best
weapon when it comes to standing out in the crowd against the