Email marketing is one of the most powerful, effective ways to market your company and its products, but it’s often overlooked.
Email – What is Email?
Well, unless you’ve been hiding for a generation, email or electronic mail, has become the #1 form of communication in modern society. According to recent estimates, the number is approaching around 60 Billion email messages per day!
Email is popular. Friends and family use it to stay in touch across long distances. india-visa-online Co-workers use it when it’s more convenient than getting up and walking over or picking up the phone. Email is used to verify who you are (on various websites)… email is everywhere.
Knowing that email use is so prevalent it brings us to our next section – why email marketing?
Why Email Marketing?
In preparing for this article I was able to come up with 5 major reasons why a company or entity should do email marketing. These 6 reasons really ignore email marketing’s statistics – low cost, high effectiveness, etc. and really just concentrate on the benefits to your business after you’ve implemented:
The Amazing Return On Investment
Sales & Discounts
Saying in Front! (of your competition, of your clients, of vendors)
Return on Investment – According to Direct Marketing Association, email marketing generated an ROI of $51.58 for every dollar spent on it in 2006. The expected figure for 2007 is $48.56, and the prediction for 2008 is $45.65. Email marketing to in house lists outperforms all the other direct marketing like print pieces, brochures, sales pamphlets, etc. Email marketing is incredibly inexpensive to produce and replicate, but incredibly effective.
Send Information – there’s always stuff going on at your business. You have updates, you have changes, you have information that your customers would appreciate having, and would appreciate knowing. Email marketing allows you to get out this information in an extremely efficient manner. Compose one email regarding a recent change at your business – target an appropriate group of clients (more to come regarding targeting) – and suddenly thousands of people you do business with every day know exactly what is going on. Sending information – the real heart of email – is probably one of the biggest (and simplest) reasons why you should be doing email marketing.
Sales & Discounts – Are you holding a special sale or offering long-time clients a special discount? Let your customers know and you could be bringing in many more times the business you are now. They say it’s most effective to sell to an existing client. Email marketing is a prime way to efficiently (but personally) communicate sales, deals or discounts to your audience of potential and existing customers.
News – Communicate your good news! In business people like to know they are working with growing, prosperous companies. It rubs off! I met Colin Quinn a few years ago and contribute that awkward meeting in the Newark airport to my success today.
Just kidding, but if you have been mentioned in the paper or have had a ribbon cutting, let people know. Broadcast your good news, attain celebrity – even local celebrity, and continue to prosper.
Surveys – Your customers, vendors, employees – everyone you work with – deserve a voice. A quick email newsletter along with a survey can help you gain insight into all aspects of your business and associates.
Staying in Front – I saved the best for last. In my experience in setting up and creating email marketing, the biggest thing I would like to communicate is Staying in Front!
People only have a limited memory. If you performed a service – a great service – someone will probably tell a friend or two – or refer a business associate. But, as time goes by, as they get farther away from the date of the service, they may forget about you.
The detailing job you performed on your client’s car was fantastic, but as time goes by – as situations in your client’s life arise that warrant a referral (a friend of your clients buys a used car for example) – the transaction is so far away that they forget that you are available with a service that will benefit them.
Email marketing destroys this time barrier. Clients you performed services on years ago when properly informed on your latest information, sales, news, surveys, etc. are getting an inbox full of you and can’t forget about you. Even if they don’t read every email the constant small reminders are a great tool to help your business stay in front. Email marketing allows you to stay in front of all of those clients and vendors you worked so hard to get, but may not be working with or helping at this exact moment.
Additionally, an email newsletter helps you stay in front of your competition. I’ve talked with many companies recently unsatisfied with their vendors or other services they’ve hired out, but they can’t even remember the company’s name! People are busy, they will forget. But, if your client does get targeted by a competitor an email newsletter – one that has helped keep your company in your client’s mind – is a great tool to retain your client.
Acquiring Email Addresses
There are a number of ways to acquire the email addresses of individuals to which you will send your email newsletter. Any amount of size will do. You can start small. We started with only about 60 or so addresses (friends, family, colleagues, clients, etc.). Your list will grow over time. But, the ONLY way in which you should acquire emails are via free methods:
Existing Associates – Tap your existing clients for emails. If you already have some kind of excel spreadsheet with all of your clients and vendors or if you are using more advanced CRM software start there. Compile your list from people you work with every day.