Email Marketing
Email marketing in essence, is a way of delivering ongoing communication to your potential customers. Most marketers create an opt in box or webform to receive a free report or ebook. This serves as an enticement that prompts subscribers to sign up to your mailing list. In return for paying you with their name and email address the subscribers get some valuable information that they can use and you gain the privilege of contacting the subscribers with ongoing communications via email. However, in order to be compliant with regulations it is vital that each email includes information about how to unsubscribe from your mailing list.
There are many advantages to email marketing, one of which is the cost. Plus, this type of marketing allows you to develop a real relationship with your subscribers. As you continue to email them with free information your subscribers come to recognize and respect you for the expert that you are. Another advantage of email marketing is the fact that you can add promotions for your own products and services, as well as affiliate products. Additionally, because most people open their emails within the first 24 – 48 hours of receiving them, you don’t have to wait long to find out if your efforts were effective.
Email lists are comprised of people that have actually signed up to receive your information. Your mailing list is usually more responsive than other audiences you may target. In fact, many marketers say this is the best way to market. It is especially helpful when you are introducing a new product or service. Your mailing list can be an excellent place to ‘test market’.
Many times your subscribers will email you to ask questions or to provide feedback on something. You can take this to a higher level by offering a free item in exchange for the completion of a survey that will help you in product development or even in your marketing efforts. Of course, a survey will only be as helpful to your business as the effort you put into it. Be sure to create surveys and or questionnaires with a specific goal in mind. And use the results as soon as possible.
The truth is that savvy marketers use more than one means of promotion. This goes back to the concept of never putting all your eggs in one basket. Just as you should have more than one potential stream of income you should also be using more than one type of marketing.
In essence, every email you send to anyone can be used for marketing. You should create email signatures that include your company name and a link. Most people that receive an email from you will be interested enough to check out your link and even if they are not interested in your product, they may know someone that is. BTW, that’s another advantage of email marketing; your message can easily be forwarded by the recipients.
Before sending emails you do have to be sure that the people on list actually opted in to receive your emails. If you use a reputable autoresponder such as Aweber, your subscribers will actually be double opt ins. First, the person will sign your opt in form. Then they will receive a confirmation email that includes a link that has to be clicked in order to confirm the desire to receive your email, ebook or report.
Another important point is insuring that your Subject Line is not misleading. When people can trust that your emails truly are an extension of the subject line used, they will be more likely to actually read them. And when they do, they may also make a purchase from you. Along the same lines is the fact that your email content should definitely always be related to what the subscriber initially signed up for. This means that if you get subscribers at a Weight Loss site and later you develop a product related to selling cars online or any other different sort of business, don’t assume that you have permission to send your subscribers information about your new venture.
Protecting your mailing list is essential to your reputation and your business in general. It is vitally important that you do not allow others to use your list and that you do not ‘abuse or take advantage’ of the people that were kind enough to sign up for your list in the first place. Taking care of your list can mean giving them discounts on your products and other perks, simply for being your customers and or subscribers.
This strategy not only keeps customers on your list, but it helps to insure that a relationship will develop. Your emails will be opened in anticipation that they will contain quality information and or a gift, bonus, or discount code. This can ultimately add to your credibility and the trust that your subscribers have in you. Your reputation will grow and you will be admired and respected as a marketer that cares about his or her subscribers. Obviously, this can lead to word of mouth promotions for you – and that is the best form of advertisement that money cannot buy!
