Email marketing is one of the oldest and most important forms of internet marketing. Back in the early days of the internet, before the emergence of large social media sites, email marketing was considered as the primary method for doing PR online.
Today, it still has a significant role in how most websites operate and how they interact with their audience.
However, as the internet became more and more complex, the role of email marketing also changed.
Email marketing used to be a simple process, and some business owners abused it by sending spam emails to people’s in boxes. These days however, the whole process is much more subtle.
Quality content and actual value can be just as important as the number of people you send emails to.
For example, you can only send emails to people who are part of your email list. This is largely done to prevent spam, and to promote relationship nurturing between business owners and their clients.
What this means basically is that the size of your email list is determined by how satisfied your clients and customers are.
Unfortunately, email marketing also has its challenges.
The fact is that people don’t like getting too many emails, and most people will delete – without hesitation – any email that comes from an unwelcome or unknown source.
Advantages of Email Marketing
The reason email marketing has been around for such a long time is that it plays a very unique role in internet marketing. Despite the importance of Search Engine Optimization and Social Media Marketing, they do have their limitations. This is why email marketing remains relevant despite all the new developments in internet marketing.
Sending emails to people is one way of keeping in touch with them. It also allows you to provide additional information/nurture your clients, so that they will be more inclined to buy more of what you are offering.
Cross Selling – Aside from increasing your site’s conversion rate, email marketing can also be used for selling other products to old clients and existing customers.
Although there’s no guarantee that a previous customer will buy new products from your site, keeping in touch with them is always a good idea. Remember that email marketing is as much about PR as it is about sales.
In other words, managing an email marketing campaign is not just about profit. It’s also one way of reminding your clients that you have more things of value to offer.
Feedback – Perhaps the best thing about email marketing is that it allows business and website owners to interact with their customers on a more personal level. If your audience likes your emails they will respond to it. You can then use their input to improve your business and services.
How Email Marketing Works
Through your website, you provide materials or information that will convince your site visitors to sign up for your mailing list. For example, in exchange for free e-book or software, your customers will sign up for your weekly newsletters.
Once you have enough people signing up for your email list you can begin sending out emails and newsletters to your audience. However, don’t do any of this manually. You will need to get email marketing tools for this to work.
There are all kinds of email marketing tools out there, but the most common of them all are email list management software. There are great free solutions and free trials. A few examples are:
- MailChimp – It’s free until you reach a certain number of contacts or you can pay for it at the start. One of the best options when you are new to email marketing.
- Constant Contact – Great for event marketing and nice templates.
- IContact – Another inexpensive choice that has nice options. I have seen it really improve over the years.
- Aweber – My favorite because of the autoresponders. Pretty easy to use for setting up series/training delivery.
- Infusionsoft – more robust that the others. The provide a CRM, email marketing and more. More pricey, and many love it. Not for the newbie for sure.
These types of email software will manage your emails for you, and send out your emails to the people in your email list automatically. Have you found one that you prefer over another? If so, why?
Aside from email management tools, look for email software that can help you write your emails and newsletters. A good example includes article spinners, as they can help you rewrite content for your newsletters. Research it to determine if this will work for you.
Once you’ve put these things into practice, your email marketing will begin.
The Frequency of Your Emails
Consider the frequency of your emails. When you know what your ideal clients want, that helps determine how often they want to hear from you.
- Send them too often and you’ll end up annoying the recipients.
- Send them rarely and your customers might end up ignoring them.
- If your emails and newsletters are popular then you should send them a little more often.
- On the other hand, if your emails are topical, send them less frequently.
Although it’s not easy to find a perfect schedule for sending emails, once a week or twice a month is usually a good choice for many people.
Use a schedule that will help to write content for your emails more easily, create better newsletters and manage your email list.
It may take some trial and error, but once you have found the right intervals, be consistent.
What You Should Never Do in Email Marketing
Email marketing may seem like a great way to increase sales, but you should not take it for granted either. Remember that the people who are part of your email list have only consented to be part of that list because they assume that you can provide them with interesting and valuable emails.
We all love emails that offer help or advice. Just like social media, we chose to hear from you.
And finally, remember that emails cannot generate sales by themselves. Other forms of internet social marketing will also be necessary, such as social media sites for distributing content. It is only when you combine these different types of online marketing with your emails that you will get the kind of results that you desire.
Too time-consuming? Get help..write it and hire others to deliver and manage it for you. How will you manage time for this?
This post is a part of the monthly Word Carnival under the illustrious leadership of Tea Silvestre – The Word Chef. This month we are discussing building a strong engaged email-list! Check us out here!