How to Use Email For Effective Marketing
Sending promotional mailings to potential customers has long been a staple of the advertising and marketing world.
Will that strategy work as well in the electronic world?
Can a chain mailer who has been highly successful in direct postal marketing, have the same effect in the cyber world?
Most likely not, the internet is a different breed of animal, a new medium, and what has been successful in a brick and mortar world does not have the same potential in the cyber world as well.
There are similarities though. Regardless of the medium, electronic or paper, in order to reach your intended target market you must consider the following issues:
Importance of Subject:
One of the primary fundamentals of an e-mail to be effective in marketing is that it should have a catchy subject. You have to sell your subject in between 3-5 words. If the subject does not evince interest, but draws a boring yawn, then rest assured that the content will be glossed over, in spite of having detailed research inside. The users of the Internet work on a higher level of cerebral awareness, and are conversant about their needs, and know how to get the same.
Email marketing should have a personal touch to it, which makes it compelling for a reader to read it. Address the needs of the person you are sending the message to, not those of some nebulous demographic group that is obscure and hard to identify. Do not distinguish between audiences and then ensure that they will not pay attention by using a tone of conversation that is above or beneath your audience. Use terminology that they will understand: Formal, structured language may apply to legal situations, but informal personal communication is what gets their attention.
Be Specific about the Issue:
Do not beat around the bush. Straight away come to the point, as the attention span of most internet users is very short; numerous things are vying for their attention. From this sea, your communication has to appear in a distilled form. A paragraph should have the outer limit of 4-5 lines, while the total length should be optimized between 300-400 words.
Create Interest to Act:
Create interest on the subject in such a manner that the reader is tempted to act in the manner in which you desire, through your email marketing. As the surfers on the net keep on flipping between websites, entice them to visit your website or offer them something so that they buy in the instant.
Define the Course of Action to Take:
You have to be very clear about each step or course of action that is to be taken. Your communication should be modular and custom driven in such a manner that the reader is tempted to move from one level to another until he converts his surfing into a business proposition either by buying a product or by agreeing to become a member of your mailing list.
Cultivate a Long Term Relationship:
Your email marketing should not be driven towards a one night stand; rather you should strive to build a long term relationship with your potential customer. If you have one long term relationship, the customer becomes your spokesperson to drive home further traffic to your website.
Using email to begin and build a relationship can be of great benefit to your organization. You must remember though that what you are giving someone is a brief introduction into what you are eventually hoping will be a mutually profitable partnership. Treat your potential customers with respect and you will find that they will willingly follow your guidance and direction.