Email Marketing – what is all the fuss about?
With online media marketing being the new black, you’ve probably heard about email marketing. Almost anyone who has a presence online is doing it. Maybe you have sat back and wondered what all the fuss was about. If you want to grow your business, you need to have an online presence. That means it’s time to utilise this important tool.
What is Email Marketing?
E-mail marketing is a term used when businesses send out mass e-mails to the people who have willingly signed up to be on their mailing lists. You’ve likely signed up for a few lists yourself one way or another. These emails include new product information, updates on the business, sales, coupons, or blog posts.
Why Is Email Marketing so Important for Businesses?
The purpose of email marketing is to communicate with the customer. The idea is to build a relationship so that customers feel a connection with the business or business owner. It puts the name of your business right there in the customer’s inbox. It gives you visibility to potential customers and established customers. It gives the customer an opportunity to forward your business’s business to friends or post on social media sites. It’s well known that for everything you spend on email marketing, you will make much more.
How Do I Get Started?
The first thing you need to do is decide on an email marketing program. There are lots of choices available, and depending on what platform your website is using (Joomla or WordPress, for example), you will find one that will fit seamlessly into content management system. These types will have an initial setup cost but you will not be charged on a per email basis. There are other “hosted” options, such as Vertical Response, which host your lists and sends your emails from their servers, however these options can become expensive, depending on your list size. . Whatever software you choose, it will allow you create a form for clients and website visitors to sign up to receive emails from you which can be placed on your website. As you add customers, you are growing your email list. Unfortunately, you’ll lose about 20% of these emails addresses every year because of address changes or bogus email accounts. That’s why it’s ever so important to keep growing your list!
So, you don’t believe people will be knocking at your door to try to sign up for your email list? Well, you’re probably right. That’s what incentives are for. Offering a “free” thing, like an e-book, is a sure fire way to get some names. It doesn’t HAVE to be something that has to do with your business. TECHNICALLY, it could be anything you want to give, but remember that you want “your peeps” signing up, not just anybody. People who sign up for your email just because of the free thing they get are likely to give fake addresses or unsubscribe quickly. A list full of names of people who don’t read your email is just a list. But a list of names of people who are really interested in the things you sell/service you provide but don’t know enough about your business to make the decision to hire you are potential customers and a gold mine!
Spam filters filter out the junk we don’t want to read. So we have to make sure our emails aren’t on that list for our customers. Interesting content is a must. If they open our emails and read them, maybe even send them to a friend or visit our website, we don’t look like spam any more. Reminding your readers to add you to their “Not Spam” list is a good idea, too. Everything from the subject line to the signature should be attention-grabbing for your readers. Again, remember when deciding on content, these are YOUR readers. They are not necessarily the popular crowd or the majority. They are people who would be interested in your niche. Your email layout and content should cater to that.
The autoresponder is another useful little tool provided by your software. You set it up so that when someone signs up for your emails, they’ll begin to receive a series of “introductory” emails on top of the weekly, daily, monthly, or when-ever-you-get-around-to-it email. These emails welcome your new member and possibly explain a little about you and your business.
As always, cater to your people. Be personal. Remember the point is to engage them and let them get to know you. Telling stories is great way to get readers engaged in your content.
If you would like to pursue an email marketing campaign for your business, we would love to help! Please contact us on 0408 721 441 to discuss your requirements.