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As the Internet has grown, e-mail marketing has become one of the most efficient and cost effective tools for online marketing. E-mail marketing drastically affects businesses whether they are B2B or B2C (business to business/business to consumer). Marketing through e-mail increases your brand loyalty and increases your customer service through the eyes of your customers. When permission based e-mail marketing is done right it can be more effective than any other type of online marketing strategy. The thing to keep in mind is that no one single component of online marketing can stand on its own. For instance, an e-mail newsletter needs to have a great website to back it up as well as interest in your business to build your e-mail list in the first place. The number one activity online is e-mail. This is why e-mail can be used as a great online marketing tool. Many Internet users say that they would rather get marketing messages in their e-mail than be bothered by sales phone calls at home. Permission Based E-mail
One important key to an effective e-mail marketing strategy is to only focus on permission based mail. This means that customers need to choose to receive mail from you. This is known as “opt in”. You should never rent or buy an e-mail list since this is considered to be spam. No matter what the owner of the e-mail list will tell you, the majority of the addresses on the list did not opt in to receive e-mail or to have their personal information sold to you. When you send e-mail to
people who don’t want it you’re sending spam. Spam will give your company image a cheap look and take away any trust that customers have in you. You want leads that are quality and not quantity and this means building your own e-mail list. You’ll find that the final results
will be tremendous to you and your business. E-mail marketing should be considered an extension of the customer service that you provide. You want to be able to communicate with your customers at every point in the sales process. When you give your customers what they ask for, without abusing any permission, you establish the base for a relationship that is founded on respect and leads to long term customer loyalty.
Build your E-mail List
It takes time to build an e-mail list but once you do you’ll have the names of people who are genuinely interested in what you’re selling. The one thing you need to remember is not to abuse a person’s trust once they give you their private information and e-mail address. Let your
customers know that you value their trust and will respect their privacy. You can do this through a privacy policy on your website where you promise not to sell information to other businesses or vendors. You can go so far as to let your customers know what you’ll be e-mailing them and how often they can expect it. Always provide people with the option to remove themselves from your e-mail list. This promotes customer confidence.
If you take part in joint promotion and/or co-branding with another online company make sure that you don’t trade e-mail lists. What you can do is include information about that company in the newsletter you send to your customers. All e-mail should come only from you. You’ll lose your customer’s trust if they think you’ve sold their personal information to another business. And this means that they will disregard any future communication with you and your business.
To get people to join your e-mail list don’t ask them for much more than a few bits of information at a time. You need to gain their trust before asking for too much information. You can start out by asking for their name and e-mail address. Your future marketing promotions will help you fill in other information such as age and demographics. It will take time to get a clear idea of who your best customers are and what they want to get out of your website and e-mail newsletter.
If customers have trust in your business it won’t be hard to get an e-mail list together. Gaining trust is as easy as holding a contest, offering discounts or coupons, regularly changing your website content, or providing informative newsletters. Should you have on offline store, a great way to gather e-mail addresses is by asking people to give you their business card if they want to win a free lunch. Other offline methods of gathering e-mail addresses include networking events and trade shows. A good rule of thumb is: if someone gives you their business card that has their e-mail address on it you can safely assume that it’s okay to send them an e-mail at least once.
If they don’t respond back you should then assume that they are not interested. Take these non-respondents off your e-mail list. Goal Oriented Marketing: After you’ve created your e-mail list it’s time to develop an e-mail marketing plan. Determine what your business goal is and how you plan to achieve this goal: through (1) repeat customers? (2) more leads? (3) e-mail marketing? You want to define your goals as well as you can so that you can keep track of the process.
One important key to an effective e-mail marketing strategy is to only focus on permission based mail. This means that customers need to choose to receive mail from you. This is known as “opt in”. You should never rent or buy an e-mail list since this is considered to be spam. No matter what the owner of the e-mail list will tell you, the majority of the addresses on the list did not opt in to receive e-mail or to have their personal information sold to you. When you send e-mail to
people who don’t want it you’re sending spam. Spam will give your company image a cheap look and take away any trust that customers have in you. You want leads that are quality and not quantity and this means building your own e-mail list. You’ll find that the final results
will be tremendous to you and your business. E-mail marketing should be considered an extension of the customer service that you provide. You want to be able to communicate with your customers at every point in the sales process. When you give your customers what they ask for, without abusing any permission, you establish the base for a relationship that is founded on respect and leads to long term customer loyalty.
Build your E-mail List
It takes time to build an e-mail list but once you do you’ll have the names of people who are genuinely interested in what you’re selling. The one thing you need to remember is not to abuse a person’s trust once they give you their private information and e-mail address. Let your
customers know that you value their trust and will respect their privacy. You can do this through a privacy policy on your website where you promise not to sell information to other businesses or vendors. You can go so far as to let your customers know what you’ll be e-mailing them and how often they can expect it. Always provide people with the option to remove themselves from your e-mail list. This promotes customer confidence.
If you take part in joint promotion and/or co-branding with another online company make sure that you don’t trade e-mail lists. What you can do is include information about that company in the newsletter you send to your customers. All e-mail should come only from you. You’ll lose your customer’s trust if they think you’ve sold their personal information to another business. And this means that they will disregard any future communication with you and your business.
To get people to join your e-mail list don’t ask them for much more than a few bits of information at a time. You need to gain their trust before asking for too much information. You can start out by asking for their name and e-mail address. Your future marketing promotions will help you fill in other information such as age and demographics. It will take time to get a clear idea of who your best customers are and what they want to get out of your website and e-mail newsletter.
If customers have trust in your business it won’t be hard to get an e-mail list together. Gaining trust is as easy as holding a contest, offering discounts or coupons, regularly changing your website content, or providing informative newsletters. Should you have on offline store, a great way to gather e-mail addresses is by asking people to give you their business card if they want to win a free lunch. Other offline methods of gathering e-mail addresses include networking events and trade shows. A good rule of thumb is: if someone gives you their business card that has their e-mail address on it you can safely assume that it’s okay to send them an e-mail at least once.
If they don’t respond back you should then assume that they are not interested. Take these non-respondents off your e-mail list. Goal Oriented Marketing: After you’ve created your e-mail list it’s time to develop an e-mail marketing plan. Determine what your business goal is and how you plan to achieve this goal: through (1) repeat customers? (2) more leads? (3) e-mail marketing? You want to define your goals as well as you can so that you can keep track of the process.
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