Your Company Should Be Using Email Marketing in 2013
The Benefits of Email Marketing in 2013
For most small to medium sized business owners, there is no greater resource available to you then email marketing. Your relationship with your customers, like any other relationship that we have in life requires communication. Small Business owners across the world have realized this importance and are now profiting from that knowledge. Consider this, your company has just launched a new product or service. It is a great addition to your catalog of services and you feel that the level of success you are having with this new product is lower than what you thought. The main reason that most new products or services do not measure up to the success we anticipated is because it was not properly communicated. Assuming that once you have a customer they rarely, if ever visit your website again. Posting the new product or service on your social media site is a positive start, but without your feed is subscribed to, they are still not getting the message. Email marketing or newsletters provide you with a direct channel of communication to you and your customer base. By opting into an email subscription, your customer is giving you their vote of confidence and an expression of interest in the future development of your products and services. When used effectively, this can be the best way to reach each of your customers personally. However, when not used effectively it can also negatively affect the relationship.
The Do's and Don'ts of Email Marketing
The key to any successful campaign is to make sure that you are using it in the most effective manner. This means that you are only contacting those who have asked, or have signed up to be on your mass email distribution list. In other words, steer clear of the list buying services and stick to your customer base. The email lists have been picked over for years and most of your emails would either never reach the intended target or end up hitting the spam bucket. Even if your message does get open, depending on which state you are located in, a complaint could have been launched against you for spam marketing. So this leads us to other side of the coin when it comes to email marketing — your customers and those who wish to be included on your email marketing list. No better referral is there in any industry then a former or current customer. So even while that customer may not be interested in the product or service your email is marketing – they may know someone who could benefit from the offer. Your customer should never feel like your email communication is overwhelming or inconvenient. A good campaign will consist of either bi-weekly or monthly email blasts. You want to minimize the amount of times someone clicks on the "unsubscribe" link at the bottom of your email.
Choosing the Right Email Marketing Platform
I have had the privilege and sometimes the inexhaustible experience of working with multiple email marketing platforms and providers. There is no shortage of email blast providers. Companies such as Mail Chimp, Vertical Response, iContact and Constant Contact. In my opinion the hands down leader is Constant Contact. With all of the reporting tools, scheduling, design flexibility, list management and attention to customer service that Constant Contact provides, there is nobody better out there.
Using An Internet Marketing Firm to Manage Your Email Marketing
Email marketing while a great resource, can also be a burden for some small to medium sized business owners. It can be a time consuming process and even cause you to waive the surrender flag before your even get started. Your best bet for a good email marketing campaign is to enlist the service of an Internet Marketing company to establish your account with the platform provider, import your email contacts, prepare the back-end of the program to match with your logo, color scheme or industry. This is usually done for a one-time small fee and will include the composing and sending of your first newsletter. If all goes well, you can contract to have your campaign, subscribers and statistics managed by the Internet Marketing company. So taking the burden of this task off your shoulders so that you can focus on running your business.