Email Marketing Campaign
An email marketing campaign may be the answer for a company wishing to advertise and gain Internet attention for the fraction of the cost of another type of marketing. Whether the campaign highlighting an upcoming sale, a new product or a fundraising effort on behalf of a non-profit agency, an email marketing campaign can have marked effects on cash flow and the bottom line. When compared to sending out direct mail, newsletters, flyers and other advertisements, an email advertising campaign can be measured at a small fraction of their costs. Since the email method of communicating has become at least as important as snail mail, intrnet messages are a legitimate and accepted way of doing business. Making email campaigns as productive as possible is the job of many companies offering strategies to enhance an email's impact on its viewers.
One of the most appealing features of an email marketing campaign is the ability to track its effectiveness. Using software that many marketing companies offer, a business can see the exact impact a campaign is having. For example, the ability to see the number of messages opened, deleted, and still unopened in the first hours of a marketing plan is an amazing amount of feedback that no other media can offer. Additionally, the capability to track clicks on links provided within the email, being able to compare the campaigns to others that have been conducted and send follow up ads to those who did not respond is an amazing benefit to a company looking to produce solid results in a short amount of time. Of course, there are some downsides to having an effective campaign which include the spam blockers many companies have to protect themselves from, well, an email marketing campaign.
A genuine email marketing campaign is a permission based effort. An internet mail blitz is based on a mailing list that has been compiled over time through interested parties giving permission to contact them via the Internet mail system. Companies wanting to conduct an Internet mail blitz work over a period of time to build a legitimate list of addresses and names of those who are seeking to hear from them. Permission is given to send the emails and thus the effectiveness of such a marketing effort is greatly increased. But there are companies that do conduct Internet mail blitzes that are not permission based. In fact, they are just sent out based on purchased databases that have no clear defining parameters other than perhaps just being businesses. Then the Internet mail becomes spam which can be blocked effectively by many security software programs that companies have installed on their systems. When spam producing campaigns are developed, not only does effectiveness of the effort drops but the resentment towards the company can rise, thereby hurting future attempts to market successfully.
One of the most effective ways to conduct an email marketing campaign is through the use of a newsletter. A newsletter can be self serving but if crafted correctly can be a great value to its subscribers. When genuinely helpful articles, links to other websites and timely alerts and reports are included in the newsletter as well as product reviews and promotions, the format can be a welcome addition to a person's Internet mail arrival. Helpful tips of promoting one's own business, public relations, updates on current business law and other relevant articles can really give a newsletter/product promotion an opportunity to be opened and devoured from first page to last. It is important that a person make a living and provide for his family, but what if that becomes the prime obsession of life? Jesus said, "For what shall it profit a man if he shall gain the whole world and lose his own soul or what shall a man give in exchange for his soul?" (Mark 8:36, 37)
Some of the most common mistakes that a company might make in crafting their own Internet mail blitz is not understanding how important the "from" line is. After all, when a person gets an email message and doesn't know the person who has sent the message, how likely is it to be opened? Sending emails from unknown sources is perhaps the most common reason why Internet mail gets dumped before being viewed. And how about the use of the subject line; all a person has to see are either the words buy or sign up or try and it can be an immediate turnoff. To help businesses from making huge Internet mail mistakes there are companies that are willing to do everything for a business to develop an effective email marketing campaign. From the design of the email through mailing list creation and market analysis of the campaign's effectiveness, many online businesses can be of great value to a small business owner with few technical computer skills.
In many ways, an email marketing campaign really isn't any different than a direct mail campaign. The most pressing question for anyone dealing with mail communication is how to get the recipient to open the seemingly junk mail, even if it's coming from a source someone already knows or has used their services before. The nuances of small details that might be the difference between a profitable marketing plan and one that tanks cannot be overlooked. It may be the best plan to use a professional marketing consultant for the first few campaigns until the details are more clearly understood and appreciated. The cost of turning off customers and losing sales could be greater than the cost of using the marketing service.
Direct Marketing Email ListA direct marketing email list is a popular way to advertise over the Internet and can be effective as long as the customer is taken into consideration by allowing him or her to opt in or opt out to the service. Some advertising services online allow the client to rent email addresses and send an email blast to those addresses. They also monitor and track those who respond to the blast. Companies may choose to come up with their own direct marketing email list. This can be done through software programs that are set up to hold a database of prospects along with the capability of creating newsletters, sales letters, flyers, and so on. Response to the advertisement can measure the success of a specific effort. Many consumers today are tired of receiving direct marketing emails and subscribe to programs that have email filtering to block unwanted mail.
Businesses who have a website on the Internet try to get new business through a direct marketing email list. They know if they get their name out there and consumers become familiar with their products that they have a greater chance of being successful on the Web. The main factors associated with this type of advertising are obtaining the email addresses, putting together the advertisement, and the means to send it to all the recipients simultaneously. In the past this type of advertising was only done through postal mail and is known as junk mail. Junk mail online is known as spam. To avoid being considered spam a company needs to give the recipient the option of subscribing through opting in or opting out.
Responses by consumers who receive advertisements over the Web are a good way for a company to track how well a direct marketing email list is working to get new business or repeat business. Businesses online are hopeful that this type of branding will be successful. Companies who use television to advertise their products become household names. People hear about them over and over and then often buy the products advertised. Online advertising can work the same way. Television advertising is very costly so this is not an option for some companies. Businesses that use email correspondence that requires a response from consumers are hopeful that this can help them to become recognizable over time without having to spend the big bucks on other types of marketing. If this type of advertising is not successful in reaching the online audience then there are other options that could be considered such as search engine optimization, banner advertising, and affiliate programs.
Sending the communication is the first objective when developing a direct marketing email list. However, the most important objective is making the communication effective, readable, interesting, and attention-getting. Many companies choose to do a newsletter that offers promotional products and valuable information to consumers. Recipients are offered the chance to participate in sweepstakes or to register and subscribe to future newsletters. The business who offers something of interest to consumers is the one who will get the subscribers and the sales. "He that withholds corn, the people shall curse him: but blessing shall be upon the head of him that sells it" (Proverbs 11:26). Newsletters on food products might want to offer the consumer a free recipe and include a picture of the dish. This might entice the consumer to click on the ad and register on the site.
Making the product or service stand out from others is an important concept with successful advertising. Figuring out if the product or service has an audience, people who will want to buy it is an important factor. A direct marketing email list is one way to get the message out about products and services to grab the attention of the recipient. Making sure the campaign is successful takes creativity but focusing on the main idea is the goal. Some companies run tests to see if the campaign has a chance of being successful. This can be accomplished by choosing a small group to solicit to. A small group could be considered a test group. If the promotion is successful with the small group then the company can have confidence to market to the complete contact list.
A site online can be successful if it gets attention, has quality information, moves a consumer to respond, or creates desire in the consumer. The information sent through a direct marketing email list should be short and to the point but should be clear and simple. Most people do not take out the time to read something several times. If the communication is hard to understand it will probably not do anything but make the consumer close it out. Ads that are attractive can get the readers attention but they will need to contain a message to keep their attention. To find out what consumers think, a company shoud try asking for comments and feedback within a newsletter.
Many people today have email filtering programs or subscribe to email programs that have built in spam filters. If customers subscribe and they are sent an advertisement in the form of a monthly newsletter then it is not considered to be spam. However, once they opt out or choose to no longer receive the information then the company needs to remove them from their list. A direct marketing email list should never be sent to a consumer who has asked to be removed from the list. Spam is illegal and a business owner can be sued for sending unsolicited mail in states that have adopted laws against spamming.