2.10.08

Email Marketing

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From the daily onslaught of email spams and newsletters filling inboxes, you would think that email marketing is losing its punch. Email marketing is not dead, but a thriving medium for business today.
Business today is finding email marketing with newsletters attractive for several reasons:
The cost of sending a direct mail piece by postal service runs over a dollar, email marketing can cost pennies.
A one percent response rate from direct mail is considered terrific. An email marketing campaign can have a five to ten percent response rate.
According to DoubleClick's Email Consumer Study, over 78% of online shoppers have purchased because of permission-based emails and 59% of email recipients have bought in a retail store as a result of a merchant email.
The benefits of email marketing range from increased sales and lead generation to stronger brand awareness and improved customer relationships.
To run an effective campaign do the following:
Create a contest for your target market located in a high traffic area such as a trade show or retail store.
Purchase an inexpensive $100.00 prize appealing to your audience. Many people just enjoy the thrill of entering contests.
Design your ballot entries with a section for email addresses to subscribe to a free newsletter with tips and advice for your target market. Most consumers would prefer an informative email newsletter instead of having a sales person call.
Develop your own email newsletter program or contact one of the outsourcing companies listed in the elsewhere on the web section.
Collect all the ballots with email addresses. Send an introductory email explaining the newsletter your customer will be receiving along with a respect of privacy statement. Ensure you maintain trust by not sending promotional emails.
Distribute the newsletter on a bi-weekly or monthly basis. Have links back to your web site, where leads can explore your company further and buy your product. Watch sales soar as your build brand awareness and a trusting relationship with your market.
For this campaign to work, you must use permission-based marketing. Only send newsletters to customers requesting it. Give people a way to unsubscribe to your newsletter.
Email marketing with newsletters represents an affordable marketing solution to small business. Don't be left behind. Join the email marketing revolution.

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Email Marketing Needs to Reflect Your Corporate Design

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Your email marketing strategy as a whole must be an integrate part of the overall marketing strategy. Similarly, the design (and the content) of your newsletter or email marketing campaign should reflect your corporate design.
This ensures that recipients can make a connection between the emails the get and the sender's other ventures (even if it's only a Web site). The company image and the image created by the email marketing efforts can interact and maybe strengthen each other.
If the email marketing does not reflect the corporate design, this can have a bad effect not only on the success of the email campaign, but also on the image of the company as a whole.

Seven Tips to Improve Your Email Program’s Usability

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Design a standard box (in HTML) or copy block (in text) that includes all important subscription data: the email address used to subscribe, your company name and contact data, instructions on how to change preferences, an unsub link (separate from the reader-preference page), a link to your privacy policy or an abbreviated statement of it and any other relevant information.
Label each action clearly and separately: "Change your address/Update your preferences here;" "unsubscribe here."
Place this information in the same location in all messages, whatever the format. Near the end works best. Wherever you put it, do it the same way in all messages.
Dedicate a Web page to reader preference changes. Don't confuse its purpose with other goals or actions.
Allow readers to change their preferences by checking and unchecking boxes. List their new preferences on a separate page before they navigate away from it, but don't ask them to take yet another step to confirm them.
Make the unsub link stand out; label it clearly and don't surround it with extra copy or make it hard to find.
Move to a one or two-click unsubscribe process.



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Email for Marketing

Using email for marketing provides a low cost option to complement or replace direct mail. To achieve successful campaigns, there are many issues which need to be taken into account, including deliverability (getting your emails past the spam filters); renderability (making sure your email looks good regardless of the email reader your customers are using); responsiveness (using a design that showcases your brand values and with clear calls-to-action) and ‘right touching’ – getting the right frequency and relevance.

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