Effective Email Marketing- A Learned Skill
By; Jim Newell
Many people, including some salespeople, believe that top salesmen are born to sell. Real top sales people know that is not true. Selling effectively is a learned skill…and the learning never stops.
Using email marketing is much the same…seems pretty easy…send out a message to your list and wait for the money to roll in.
If you don’t do your email marketing campaign correctly…it’s not that easy!
Things you should know or think about.
Email can cost very little or even nothing.
Sending an email…puts your message directly on some very valuable real estate…your customers or prospects computer.
With the use of auto responder software or an auto responder service…your campaign can be completely automatic.
Email marketing works with “Brick & Mortar” businesses as easily as with online businesses, you don’t even need a website, however a website for any business is highly recommended.
The essentials.
Never send unsolicited email, if you have not asked the recipient for permission to send them email, you are sending Spam.
This includes your own customers, you still need specific permission. You could be in violation of the CAN-SPAM act if you do not take this step.
Getting permission to email your customers is usually as easy as asking for it. If you do not have a formal ongoing procedure to obtain your customers email addresses…you are leaving money on the table!
In addition to a space for their email address, your request form should include a statement describing what type of communications you will be sending and how frequently. Also a statement that says you will not share their email address with anyone else, or if you will share it, be sure to let them know who will get it and why.
Your own list, built from scratch, with the permission of your customers or prospects, could be your most valuable asset.
The more closely you target your customer or prospect. The more successful your campaign will be.
Remember it is always easier to sell something to someone you have sold to in the past…think of it this way…they have already given you money, they trust you.
The next easiest sale is to someone who has a need for what you are selling…whether they know it or not.
Your first email message should not be trying to sell something. And possibly not even the first 3 or 4.
The typical adult needs to be contacted and asked 7 times…before they will take action.
First welcome your customer or prospect to your email list, tell them how often they should expect to receive messages from you, what kind of information you are going to send, and always include a link they can use to unsubscribe from your list.
Include a tip or interesting link even with solicitations.
Always remember that you are trying to build a relationship as well as sell something.
If done correctly the payoff will be a loyal following and increased customer retention.
Consistency will build trust and mutual respect.
If your mail list member is expecting a monthly communication, don’t send something daily.
Try to write as if you were talking to them, the more personal and friendly, the better the relationship.
Include an invitation for them to contact you, or ask a question they should answer, this will help make your email efforts a two-way exchange.
Measure, measure, measure!
If you don’t measure what you are doing, you will not know if it is effective.
Who did you email, who opened it, what links did they visit, how many un-subscribes are you getting.
Find a statistics program that will give you this or more information, adjust what you are doing until you find what works.
This program will make money for you!
I agree with the post but still there are other ways for obtaining traffic and/or customers.
This isn’t good or bad. It’s just the way of things. Nothing stays the same.