How Do I Effectively Do E Marketing
Posted 26th December 2013 at 01:54 AM by Chrisb720
Email marketing was one of the first distribution channels for marketing messages on the internet. Because that’s quite a long time in internet years, it has become erroneously viewed as somewhat old fashioned and ineffective.
Paradoxically, E Marketing is doing even better today than ever and that is borne out in quantitative measurement studies. Here’s how to effectively do it, and capture a slice of business that is as personal and privately executed within the inbox as it has ever been.
Part of the reason for the renaissance of E Marketing is the advent of social media. This has created a dynamic for a strong content marketing approach in email marketing. Social media is a great team player with E Marketing. It moves the dialogue outside of the relationship-building privacy of the inbox and out into the public domain.
Database Building
Building a database of customers and potential customers is the bedrock to E Marketing. New prospects should be treated separately from existing customers and if possible it’s recommended to segment your existing customers into different groups such as; value of purchase, number of purchases, types of products or services bought and so forth. Further segmentation (or grouping) of prospective customers can be done by age, gender, income, source etc. If that’s too complicated for you, just stick to new and existing customers as your database segmentation.
Don’t Spam
The reasons E Marketing acquired a bad reputation in the past was because the industry went for the largest volume of names and email addresses and sent out irrelevant and unwelcome messages. Keep your message, respectful, relevant, to the point and provide a mechanism to be removed from your mailing list if the receiver so wishes.
Do the Gardening
The gardening metaphor is an excellent analogy for E Marketing. A little bit of weeding keeps bad names from accumulating, seeding keeps new names topping up the database, watering is a way to encourage participation, and provision of nutrients from time to time encourages people to know they are valued as a contact name, through use of prizes, competitions or relevant newsletters about your business.
Organize Your Contacts
Look at how you currently view your customers in real life and try to organize your contacts in a similar manner. Maybe you view the total value of spend more than frequency of purchase. Possibly you find women are more interested in your product or services than men, older business more regular than younger customers. Only you know your business best, so organize your contacts along these lines. Also keep the information clean and up to date from time to time. Have your customers physically moved to low yield geographical areas where custom is less likely? Has their telephone number changed? Do they prefer direct marketing over electronic marketing? These are some of the dynamics of organizing your contacts.
Keep the Design of your Message Simple
No need to invest in overly detailed graphic design and complex layouts. Keep it simple and easy on the eye with a clear layout communicating the essential elements of your marketing message.
Keep the Subject Line Catchy
Spend as much time thinking about the subject line as you do on the framework of the body copy. Try to avoid using marketing clichés and don’t forget to use your brand or company name. Make it memorable and keep it under fifty characters. Short, memorable, to the point.
Paradoxically, E Marketing is doing even better today than ever and that is borne out in quantitative measurement studies. Here’s how to effectively do it, and capture a slice of business that is as personal and privately executed within the inbox as it has ever been.
Part of the reason for the renaissance of E Marketing is the advent of social media. This has created a dynamic for a strong content marketing approach in email marketing. Social media is a great team player with E Marketing. It moves the dialogue outside of the relationship-building privacy of the inbox and out into the public domain.
Database Building
Building a database of customers and potential customers is the bedrock to E Marketing. New prospects should be treated separately from existing customers and if possible it’s recommended to segment your existing customers into different groups such as; value of purchase, number of purchases, types of products or services bought and so forth. Further segmentation (or grouping) of prospective customers can be done by age, gender, income, source etc. If that’s too complicated for you, just stick to new and existing customers as your database segmentation.
Don’t Spam
The reasons E Marketing acquired a bad reputation in the past was because the industry went for the largest volume of names and email addresses and sent out irrelevant and unwelcome messages. Keep your message, respectful, relevant, to the point and provide a mechanism to be removed from your mailing list if the receiver so wishes.
Do the Gardening
The gardening metaphor is an excellent analogy for E Marketing. A little bit of weeding keeps bad names from accumulating, seeding keeps new names topping up the database, watering is a way to encourage participation, and provision of nutrients from time to time encourages people to know they are valued as a contact name, through use of prizes, competitions or relevant newsletters about your business.
Organize Your Contacts
Look at how you currently view your customers in real life and try to organize your contacts in a similar manner. Maybe you view the total value of spend more than frequency of purchase. Possibly you find women are more interested in your product or services than men, older business more regular than younger customers. Only you know your business best, so organize your contacts along these lines. Also keep the information clean and up to date from time to time. Have your customers physically moved to low yield geographical areas where custom is less likely? Has their telephone number changed? Do they prefer direct marketing over electronic marketing? These are some of the dynamics of organizing your contacts.
Keep the Design of your Message Simple
No need to invest in overly detailed graphic design and complex layouts. Keep it simple and easy on the eye with a clear layout communicating the essential elements of your marketing message.
Keep the Subject Line Catchy
Spend as much time thinking about the subject line as you do on the framework of the body copy. Try to avoid using marketing clichés and don’t forget to use your brand or company name. Make it memorable and keep it under fifty characters. Short, memorable, to the point.
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