Email Advertising Marketing
An email advertising marketing strategy is an increasingly popular way for companies, of all types and sizes, to get their messages to consumers. For large companies, this strategy may be part of a much larger promotional campaign that includes television commercials and advertisements in such print media as newspapers and magazines. Often the promotional campaign centers on a particular theme, slogan, or product. The various elements of the promotion are all designed to build brand awareness for the company and to elicit a certain response from consumers. For example, an international financial institution usually promotes itself as a stable and trustworthy business. On the other hand, a well-known retail clothing store catering to teenagers and young adults usually promotes itself as chic, fashionable, and fun. The campaigns are very different, but each one has the same goal of building brand awareness to the target audience. The financial institution's email advertising marketing strategy may provide periodic investment updates or information on how government buyouts affect local economies to current clientele. The goal for this part of the strategy may be to develop customer loyalty rather than to attract new clients. The fashionable retail clothing store may send emails announcing the arrival of new fashions and accessories to customers who have previously provided their email addresses.
For smaller companies with niche audiences, the email advertising marketing strategy may be the predominant component of any promotional campaign. These niche companies don't have the money to purchase expensive magazine or newspaper advertisements, nor do they have the budget for creating and filming television commercials, let alone buying the air time. But emailing potential and current customers is a relatively inexpensive way to advertise products and services. As an example of a niche company, let's say that a vintage toy collector manufactures a specialized solution that gently cleans old toys without damaging old paint. To sell the solution, along with other related products, the collector creates a website that includes a pricing guide for vintage toys, photographs of some of the rarer items in his own collection, and a message board for other collectors to exchange information with another. Visitors to the website may be asked to provide email addresses in exchange for a sample of the solution or some other incentive. The collector uses these addresses to build a distribution list. He can now use email advertising marketing techniques to keep the company's name and website in front of consumers who have already shown an interest in vintage toys.
Nonprofit organizations also utilize email advertising marketing techniques to communicate with volunteers, supporters, and donors. No matter how large or small the nonprofit organization may be, it has a mission to fulfill that requires the support and assistance of others. Periodic emails can provide information about ongoing activities, donor contributions, volunteer training opportunities, and important initiatives. For example, a national organization promoting legislation in support of home schooling may send out monthly newsletters reporting on the bills that are being filed in the different states that either help or hinder home schooling parents. State branches of the national organization may follow up the emailed newsletters with more personalized messages urging constituents to contact their state legislators and expressing their viewpoint on specific bills. A local nonprofit organization may be formed to prepare for a city's centennial celebration. An email advertising marketing strategy may be developed, albeit it on a much smaller scale than that of a national organization, to let interested citizens know of various committee meetings, fundraising endeavors, and interesting facts about the city. These types of promotional campaigns, whether soliciting volunteers or donations, help to garner interest in a specific cause and provide invaluable information to supporters. Most people enjoy being part of a worthy cause and sharing not just money, but also skills and experiences with others. One of the psalmists wrote: "I have not hid thy righteousness within my heart; I have declared thy faithfulness and thy salvation: I have not concealed thy lovingkindness and thy truth from the great congregation. Withhold not thou thy tender mercies from me, O LORD: let thy lovingkindness and thy truth continually preserve me" (Psalm 40:10-11).
Experts in the growing field of email advertising marketing techniques stress the importance of permission-based emailing. Anything other than that is spam and is illegal in certain states. In the examples given above, the businesses and organizations sent emailed messages to current customers or website visitors who willingly gave their email addresses to the company. Businesses and organizations may also rent distribution lists, but should be assured that the people whose addresses are on that list agreed that it is okay for other companies to contact them. Many companies and organizations, including sole proprietorships, often find it helpful to implement a subscription opt-in system. Website visitors opt to subscribe to periodic emails, such as a monthly newsletter of relevant information on a particular topic of interest to the subscribers. These emailed newsletters almost always include a link so that the recipient can unsubscribe to the newsletter at any time. Sophisticated software applications automate both the subscribe and unsubscribe features. Utilizing this type of software makes it easy for just about anyone with a website and a message to develop a monthly newsletter for others with the same interest. Additionally, there are many internet firms that specialize in providing email advertising marketing assistance to their clients. They can assist a business or organization in developing a distribution list, creating a newsletter template, and tracking results from test advertisements. Whether a business is a one-person shop or an international conglomerate, advertising and marketing through email is an important promotional strategy.
Email Marketing LeadGenerating an email marketing lead is essential to developing prospects for online businesses and informing them on the nature of products and services. Besides being very inexpensive to manage, electronic communications can target specific audience groups, track their behavior to determine interests, and provide educational articles with links to the company website to help prospects make informed decisions. Testing markets is easy, and tracking capabilities allows marketers to gain real time insight to measure campaigns and progress of sales leads. At every step of the way, campaigns help marketers stay ahead of each email marketing lead so that when the time is right, the prospective customer will choose the company to make that purchase.
Before an email marketing lead can be generated, a business must have a way to get the names and contact information of people who may be interested in its type of product or service. Although companies can purchase lists based on certain demographical data, marketers may not be able to find out how that information was gathered, making it harder to upkeep. Many business websites will incorporate a capture page or name squeeze to convince visitors to fill out an online form with personal contact information. Although forms can include mailing address and phone number, all that is needed is a person's name and email address. Marketers use a variety of techniques to gain this information: contests, informative newsletters, online tips, free gifts, "buy-one-get-one" offers. To avoid being reported as spam, content on the page must be straightforward, clearly stating that in order to take advantage of the offer, the individual is agreeing to opt in an email list. Businesses can begin to segment lists here by creating various squeeze pages that identify different interests and buying patterns. Each email marketing lead is one step forward to building a prospect database list that turns leads into customers. Until the person chooses to unsubscribe, companies can send various promotions with the hope of securing a buy.
Once a database has been started, marketers can begin communicating with prospects. The key is to take an email marketing lead from prospect to buyer. First impressions are critical. Each message must include an attractive offer. A prospect will lose interest and request removal from a list easily if the business does not promptly capture his or her attention. Create emails that are exciting. Simple, one-page, colorful messages work the best. Grab attention and convince them to click through to the company website to take a very specific action. Be clear. The tone should be personal. Only include a single message that is instantly understood so that the recipient can make a quick decision on whether to act. Multiple messages or secondary information like unnecessary details, price lists, and testimonials will only dilute the impact and confuse the recipient. Focus on the offer and how it benefits the consumer. Products and services must have added value to cut through the clutter of other promotional offers. If it doesn't fit into customers' lives, they won't purchase it or recommend it to others. The best campaigns are tailored toward segmented audience groups. Open and response rates are much higher. Follow-up is easier. The goal is to impact a prospect so he or she will remember the company when ready to make the purchase.
When an email marketing lead is interested in a product and clicks on a link for more information, most companies direct the prospect to a landing page, often specifically created to be used with a particular campaign. With the wealth of information on the Internet today, businesses must continue to capture the attention of interested individuals. On average, visitors spend less than ten seconds looking at a web page before taking action or leaving the site. Landing pages must be relevant and provide exactly what the potential customer is looking for. Headlines and copy must be closely connected with the email campaign. Extra information will only distract them from the original offer. Follow through on the details promised in the email, nothing more. These pages should keep the interest of the customer and continue to direct them into taking the next step - leading them to the next page to make an order, sign up for an event, or take a specific action. Content usually focuses on how the product or service will benefit them personally and special features that are relevant to their lives. Knowing the customer and associated behaviors is key to creating successful landing pages. Measurement should not be based on how many people click through to the page, but on leads generated and action taken. If clickthroughs are high but action is low, there could be a block or miscommunication on the landing page that is losing their interest. "With him will I speak mouth to mouth, even apparently, and not in dark speeches; and the similitude of the LORD shall he behold." (Numbers 12:8)
Companies focusing on generating email marketing leads must take into consideration the mobility that customers use today. Increased technology allows people to check email in a variety of forms, on mobile phones and laptops. Long, vague messages will lose attention and be immediately deleted. Short subject lines are crucial to compete the hundreds of other emails competing to gain attention. Make the sale easy. Keep information short and to the point. Respect the recipient's time, which is already very limited. Don't send too many communications and make each message count. Research the audience before sending anything in order to tailor messages to their needs. Keep track of responses and create follow up campaigns based on those responses. People will respond to email marketing leads if the company offers something unique that will be a benefit. If a product doesn't inherently have some perks, create some. Self-promotion is just the beginning. Build trust and respect with each prospect in order to develop a satisfied customer who will return for future business and recommend products and services to others.