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Getting Email Marketing
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No web article will cover all the details and the creativity
that goes in to a great email campaign. Our aim here is to
give you an introduction to the main points to bear in mind.
Send email regularly
Good marketing takes account of the nature of the medium.
With email you have a low cost, instant, but low touch form of
communications. You can afford to send regular emails as long
as you vary your message and keep things interesting for your
audience. Regular contact will increase your credibility with
your potential and existing customers. It will also make them
more fully aware of your products, services, and the
personality of your business.
Tell and sell
In almost all markets it is better to begin your contact by
passing on some useful information. When you have done enough
to build some credibility and trust, them you can begin to
sell, but you must be careful about the way you approach it.
Customers are used to being in control in this medium and if
you push them too hard, they will opt-out in large numbers
Make things interesting
Your email should always contain at least some special
offers, some unique and valuable information, or some new
products.
Market your email everywhere
Take every opportunity that you can to find subscribers to
opt-in to your list. Make sure that every marketing
communication has some reference to this way to keep up to
date with developments in your business.
Promote the uniqueness of your email
Many businesses do little to promote their emails. You
should be clear what is unique and valuable about your
campaigns and you should shout about it.
Grow your list by giving something away
Encourage subscribers with a relevant gift. If you are a
landscape gardner, give away some free garden design
consultations. Collect the entries through your website and
ask entrants to opt-in to your newsletter.
Make it easy to sign up
It is easy to be tempted to gather too much information
about people when they sign up. Make things brief and simple,
otherwise people won't bother.
If you review the points, they are all focussed on the
quality of your email list and on building a compelling offer
over time. These two areas are where you should invest most of
your time. Certainly you need to create a good impression with
your creative, and your copywriting must be compelling, but
real results are generated by putting great offers in front of
the right people. That is the real craft of email marketing.
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