To contact prospects and existing customers, an affordable and effective way is through email marketing. In email marketing, your first task is building a list of prospective customers to send the emails to. If you don't have a list, then you have no one to send your valuable messages to.
Some companies use cold-calling to gather email addresses and build a list, but this can be a lengthy and tedious task. Using online opt-ins on your business website can make building your list a lot easier. This is a common practice today in which, in exchange for their contact details, visitors of your site are offered something. This can be a report or white paper, an ebook, or even a discount coupon. A visitor in your site that signs up for the free gift will provide their name and email address which you will then add to your list.
Email marketing should not consist of pushy sales messages and promotions. Using email can help build trust, position your company as an expert in your industry, or establish a relationship with your prospects. What this means is you should provide your email list with relevant and useful information that will help them solve a problem without selling your service or product.
When it comes to the frequency of your emails, they will depend on the amount of content you're able to generate and the nature of the buying cycle. Sending at least one email a month is recommended but it shouldn't be more often than every 14 days. Don't make your customers feel that you're filling their inbox every week and stick to a pattern once you've established it. For example, if every second Tuesday you start sending emails, then keep to that for a while.
With email marketing, the great thing about it is that it can be automated especially if use an autoresponder or email management service. If you create specific landing pages that subscribers click through, then it can also be measured quite easily. A good way of measuring your emails' effectiveness is through testing. Doing these tests can help you in designing more effective emails and get customers to take the action that you want them to take.
Check the spam laws in your country or state when you design your email campaign. You would not want to be guilty of unsolicited mail and this is a major issue for most of us. Most importantly, you must give subscribers an easy way to unsubscribe - and when they do, make sure you remove them from your list. Resulting in being removed altogether is being reported to your ISP for spam.
Used properly, email marketing can provide you with an affordable, effective way to build relationships with prospects. They will think of you first when they are ready to buy and will think of you as the helpful expert they should buy from if your email campaign has done its job.
Some companies use cold-calling to gather email addresses and build a list, but this can be a lengthy and tedious task. Using online opt-ins on your business website can make building your list a lot easier. This is a common practice today in which, in exchange for their contact details, visitors of your site are offered something. This can be a report or white paper, an ebook, or even a discount coupon. A visitor in your site that signs up for the free gift will provide their name and email address which you will then add to your list.
Email marketing should not consist of pushy sales messages and promotions. Using email can help build trust, position your company as an expert in your industry, or establish a relationship with your prospects. What this means is you should provide your email list with relevant and useful information that will help them solve a problem without selling your service or product.
When it comes to the frequency of your emails, they will depend on the amount of content you're able to generate and the nature of the buying cycle. Sending at least one email a month is recommended but it shouldn't be more often than every 14 days. Don't make your customers feel that you're filling their inbox every week and stick to a pattern once you've established it. For example, if every second Tuesday you start sending emails, then keep to that for a while.
With email marketing, the great thing about it is that it can be automated especially if use an autoresponder or email management service. If you create specific landing pages that subscribers click through, then it can also be measured quite easily. A good way of measuring your emails' effectiveness is through testing. Doing these tests can help you in designing more effective emails and get customers to take the action that you want them to take.
Check the spam laws in your country or state when you design your email campaign. You would not want to be guilty of unsolicited mail and this is a major issue for most of us. Most importantly, you must give subscribers an easy way to unsubscribe - and when they do, make sure you remove them from your list. Resulting in being removed altogether is being reported to your ISP for spam.
Used properly, email marketing can provide you with an affordable, effective way to build relationships with prospects. They will think of you first when they are ready to buy and will think of you as the helpful expert they should buy from if your email campaign has done its job.
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