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What Is The Importance Of eMail Marketing

Introduction

What is the importance of email marketing?


eMail marketing is an essential tool for todays business world using the internet.

eMail marketing is using your email account to get the word out to others about the product or service you are promoting.
eMail marketing is a direct mail system that uses your email system for communicating with others.

General Points

I send emails to improve my branding and generally get a better relationship with my readers and potential customers. I also want to build the customers confidence in me and my products and the products I am promoting. I want them to remain loyal to me and to also gain more business from them.

The emails are also sent to help me acquire new customers. As a marketer I will also send emails with an instant purchase opportunity contained within. I also like to add my advertising onto other peoples emails to improve my brand.

There are various advantages with email marketing that don’t appear in traditional mail marketing.
While search marketing is said to be the most effective form of marketing, the email marketing comes a close second. It is much easier to track your ROI (return on investment) when using email marketing.

I can reach a world  wide audience of those that have expressed an interest in my product or products, without incurring heavy financial burden for postage and packing.
With an email as I will have collected the names of my potential clients I can send a more personalised and relevant message.

I can respond immediately to certain results of my email, such as a purchase or a puchase that has been abandoned.
Many internet users check their email on a daily basis, and my reach is far superior.

One of the biggest disadvantages is the spam rate and also the rejection rate. Some people sign up for your emails and then start marking them as spam. Of course this also happens with direct mailing when they are put in a bin.

If you have built your lists the way most people advise you will have used an opt in or a double opt in for your customers to agree to receive your emails.

Why Do I use eMail Marketing

The most obvious reason for using email marketing is the cost or even lack of cost. Yes you need to use your time which is a very valuable asset but there are no monetary outgoings as such.

It is much easier to check what is happening with your emails with the modern analytics that are available. You can even see how many of your emails have been opened and how many have had their links clicked. This is something you would never know with traditional mailing methods.

I can easily modify my email campaigns if I an tracking different headlines or body information with a split mailing.
The rate of success or ROI is far better than it was with traditional methods.

As a marketer I need to let people know what products and services I have to offer. I will use a small product, which has a perceived value, to give away so as to entice people to sign up to my list. Once I have people on my list I will start to email them with details of products they may be interested in.

How Do I Use Email Marketing

Once I have set up my marketing email account I need to start building a list of people who will be interested in the product or service I am promoting. I can of course set up several lists for the different products and services I intend to promote. More will be explained about list building in a seperate article. To do a good marketing campaign you will also need an autoreponder. (This will also be covered in a seperate article).

I never use my email promotions to actually sell any items. I try to presell an item so that when the prospective purchaser clicks on the link they will go to the owners sales page.

There is a mnemonic that David Chaffey of Marketing Insights uses and that is “CRITICAL”

Creative: My design and layout want to be conjucive with the product I am promoting. When I have customers sign up to my lists I ask them to indicate if they would prefer text or HTML emails.
Relevance: Make sure you personalise each email. Don’t send emails that are not relevant to the list concerned
Incentive: Most people when they open an email look ti see whats in it for them. This is where the use of items you can afford to give away come in handy. It is that hook that gets them interested in the item you are marketing.
Timing: Send out the email so the majority of your readers will get it during the day. This can depend on what you are promoting and whether you are promoting it to a particular geographical demographic.
Integration: Where you use other forms of marketing make sure your email has exactly the same message as the other marketing ways.
Copy: You must consider all the email header, body and anything else. Spread the links through the email in the hope of catching the impulsive buyer.
Attributes: Here you decide the to and from addresses, the date and time and the enail format. You can do a lot more with an HTML email but that is no good if your customer has requested text emails.
Landing Page: The easiest way to convert your emails into sales is to have instructions as to exactly what you want you reader to do. Theis can be done with a landing page with a sign up form on it.

 

Conclusion

What is the importance of email marketing.

Providing I select the correct product for my list I should have some interest shown.

eMail marketing is a vital component of any marketing campaign. If you learn haw to use it well it will ensure an increase in actions.

Don’t send more emails straight away. I know some marketers send out four and more emails a day. With me they go straight into the deleted items.

 

 

 

 

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Derek

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