Email Marketing Management
If you are already pulling targeted traffic to your website, adding an email marketing solution to it might give a good boost to its income earning potential. Building a list is a very personal and direct way of communicating with your potential customers. You are conversing with people straight through their email inbox. For a short period of time, you likely have their undivided attention as they are reading whatever it is you have to say or offer them. With a good email marketing management software program, you can introduce each email with the name of the recipient. This personal level of communication is not possible with your more ‘traditional’ forms of advertising.
Remember that email marketing is all about relationships and not merely blasting your list with advertisements. Think about it…if every time a friend called you he was trying to get you to buy something, you’d eventually stop answering the phone when he called. This is the same mentality you should have when using email marketing. The overall goal is to slowly brand yourself as an expert in your field and build a two-way relationship with each of your subscribers in order to convert them into loyal customers.
A good business marketing strategy, especially for an email management program, would likely include the following:
1. Be as personal as possible, without overdoing it.
As mentioned earlier, most email marketing management programs will give you the ability to automatically put the names of your readers on each email. All you have to do is to write the message and the program will personalize it for you. Statistics say that people will read the whole email if they see their names in the body of the message. Just be carefully not to overdo it. Just adding the first.name tag at the introduction of each email should be more than enough. There is no need to keep adding their name in multiple places throughout the message.
2. Write as if you are talking to a friend.
People often feel much more comfortable when they are being talked to on a very personal level. If you walked into a store and were greeting in a professional, yet friendly, manner, you’d likely feel pretty good about the place. The tone of your emails should be the same – professional, friendly, and more informative than pushy. This will likely cause people to eventually get excited about your message.
3. Do not bombard your list with emails.
This is an important business marketing strategy that is often ignored. Many online marketers send daily emails to their list, all under the guise of trying to gain brand recognition. If you built your list with a single or double opt-in requirement (and you did, right?), you are not doing anything wrong legally. But the term ‘spammer’ is thrown around quite loosely these days. Even if you are not spamming anyone, once you get that label it’s hard to overcome. Much like in real life, a bad reputation can be a big obstacle to your overall goals. As long as you keep #1 and #2 in mind, a weekly email should be more than enough.
The goal of an email marketing campaign is forging a lasting and very personal relationship with the people on your list. Contrary to what many marketers believe, the goal should NOT be to get people to immediately buy what you’re selling. Keeping your emails informative in nature and truly adding value to each one will eventually brand you as an expert in your industry. Once you get that label, your subscribers will not only be more receptive to your products or services, but they may even reach out to when they need something.
And, after all, isn’t this why you started your business in the first place? To fill a need? Email marketing is just a simpler and more personal way of doing so, with a much larger reach and on a more personal level.