Email Marketing Strategy

The best email marketing strategy is a permission-based campaign which allows recipients the right to reaceive or refuse senders' messages. If advertisers can convince recipients that there is a perceived benefit to opting in to receive regular promotional or informative emails, then convincing them to buy is a piece of cake. Today's advertising and promotion strategists have learned to work smarter and not harder. The aggressive, strong-armed sales tactics of yesterday simply don't work in a technologically savvy world where the average consumer can easily see through a thinly veiled attempt to entangle, seduce, or coerce them into buying products. But by allowing the customer to invite Internet entrepreneurs into an intimate online space called an "in box," advertisers can win friends AND influence people to buy at the same time. "A man that hath friends must shew himself friendly: and there is a friend that sticketh closer than a brother" (Proverbs 18:24. An effective email marketing strategy builds trust one message at a time; until the recipient simply feels as though they are communicating with a close friend who just happens to be in the sales business. The initial contact may seem a little precarious, with both parties having no idea what to expect; however, by the second or third electronic interlude, all guards are down and the customer welcomes web-based advertising with open arms.

An opt-in or permission-based email marketing strategy is non-threatening and asks recipients one simple question: "Do you trust me and my product enough to let us come into your cyberspace?" And if strategists have done their homework properly, the answer will be "Yes, but of course!" When recipients receive the first contact from an Internet advertiser and respond with a request for more information, product news, user hints and tips, or photo galleries and articles, they allow advertisers an entrance for future messages. Those messages can come in the form of links to advertiser web pages, banner ads, or even coupons for no- or low-cost products or limited time offers.

The more advertisers communicate with recipients, the greater the chance that potential customers will soon become loyal and supportive Internet friends. And establishing a friendship or a rapport with the customer is an effective sales tool that works 90% of the time. A popular email marketing strategy that may get a positive response is to address the recipient on a first-name basis, such as, "Roger, you can make huge profits selling on the Internet." Or, "Marilyn, finally a weight-loss plan just for you that works!" Personalizing the message makes it seem less like an mass-mailed advertising ploy and more like a sincere solicitation from someone who cares. While some recipients can't be budged by advertisers addressing them as long lost friends and bosom buddies, it is amazing how many people love it. Internet marketers can either generate mailing lists themselves or purchase one based on a specific demographic.

Developing a creative email marketing strategy starts with having a great product which appeals to a broad consumer base. Advertisers not only have to know the product, but also be so excited about what they sell that an air of excitement just comes across in print media, video, and electronic mail. That's why the perceived benefit is so important because there is just a small window of time for recipients to respond to the first message, which will be a query for permission to regularly send information, special product offers, and tips to make the recipient's life easier. One reason why a permission-based email marketing strategy works so well for companies which promote weight loss, diet and exercise, or cosmetics is because women everywhere want to look and feel better. Females with just a few pounds to lose will jump at the opportunity to receive regular tips on how to control weight or dress to camouflage expansive midsections. Once Internet advertisers convince a visitors to subscribe to regular emails, they can build a solid customer base eager to respond and willing to buy.

Most successful email marketing strategy utilizes a strong benefit statement in the subject section of the electronic message which is reinforced throughout the text. Embedded links direct recipients either to other related websites or to the advertiser's detailed product information. Each link is another enticement to continue clicking through the site to other incentives to evoke a customer response. As email recipients become more engaged in reading the advertiser's text, any resistance to buying the product gradually melts away. By the time browers have viewed page links, read testimonials as to the product's success, and given permission to receive free offers and more email messages from affiliate businesses; Internet advertisers only have to reel buyers in with one final buy line. The deal is clinched when online shoppers fill out an electronic order, including personal information, and give a credit card authorization.

Another email marketing strategy online entrepreneurs need to implement is keeping messages fresh and exciting. Web-based marketing can easily become like a hot cup of coffee gone cold. The robust aroma may be enough to get a coffee drinker to take that first sip, but if the brew sits around too long, it will lose its savor. Just like coffee, electronic messages can get stale, repetitive, and insincere rather quickly. By re-writing text and highlighting different benefits and product features, advertisers can keep recipients interested. Website owners may consider hiring professional freelance writers who are adept at crafting sparkling keyword rich text to keep site visitors interested in clicking through sponsored links and electronic offers. Dollars invested for search engine optimized, keyword rich text and inviting ad copy is money well spent if electronic mail succeeds in retaining buyers and reaching new opt-in recipients.

Email Marketing Solution

Innovative businesses and organizations use email marketing solution applications to effectively communicate with their customers and contributors. Just about anyone can take advantage of this flexible communication method, from a sole proprietor in a sparsely populated wilderness to an international enterprise with headquarters in major cities throughout the world. Similarly, national nonprofit organizations can utilize direct emailing and so can a single individual with a passion for a particular cause. This is one of the greatest benefits of the entire internet phenomenon and all the resulting technological advancements. Individuals have opportunities as never before to launch niche businesses, to establish an online presence promoting a particular hobby or cause, and to interact with social communities. Traditional bulk mailing can be a time-consuming and expensive marketing endeavor. But now individuals and small businesses have access to marketing tools, such as email marketing solution software programs, that give them comparatively inexpensive communication and advertising opportunities. This can help both entrepreneurs and activists to meet their specific goals and objectives, whether that is to have a certain level of sales or to motivate a certain number of people to participate in a charitable event.

A basic email marketing solution program manages a distribution list of subscribers so that messages can be efficiently sent to this list. An individual can use software to develop and manage the distribution list or contract with a company that provides these types of services. Such companies may offer additional features, such as custom templates for creating and designing messages and newsletters, scheduling software, and tracking and reporting applications. Individuals may also purchase software programs so that they can handle these functions for themselves. The Proverbs writer said: "I wisdom dwell with prudence, and find out knowledge of witty inventions" (Proverbs 8:12). Certainly, wise individuals will seek out technological advances that can make the business of doing business more reliable and efficient. But whether an entrepreneur or activist chooses a do-it-yourself approach or contracts with a vendor will usually depend on several factors, such as the size of the business and the details of the email marketing strategy. Small businesses and nonprofit organizations almost always have to find a balance between how they will spend time and will spend money. There comes a point when it makes more sense to spend money on the services of a reputable company than to continue handling a task that is consuming ever greater amounts of time. Since most internet marketing companies provide a range of services with different price points, entrepreneurs and activists have the opportunity to contract out certain functions and continue handling others in-house. These email marketing solution decisions will be based on the individual's own talents, skills, and expertise countered with the value of having a third-party vendor providing some or all of these tasks.

Even entrepreneurs and activists who take on the responsibility of emailing promotional materials need to pay attention to the expertise of online market professionals. Fortunately, resources are available to help individuals do the job right and to ensure that costly mistakes aren't made. For example, experts stress the importance of creating a distribution list of recipients who want to receive the message. Entrepreneurs and activists need to be extremely careful that email addresses aren't indiscriminately gathered up and entered into the distribution software. Otherwise, the messages that are sent out may be reported as spam by the recipients. Alternatively, market experts stress the importance of a targeted opt-in email marketing solution as the best way to build a distribution list. This method provides opportunities for individuals to choose to be included on the distribution list. These recipients, then, aren't surprised to receive messages and are more likely to pen and read them. For example, many website owners invite visitors to sign up for a monthly newsletter. Experts recommend that web managers actually use a double opt-in system for potential subscribers. With this method, a potential subscriber signs up at the website by providing his name and email address. The email marketing solution software immediately sends an automated message to that address confirming that the recipient actually wants to subscribe to the newsletter. This gives the individual a second opportunity to opt-in by clicking on the confirmation email message. This also avoids the havoc that can occur by having someone sign up other people for a newsletter who may not want to receive it.

Emailing professionals also advise clients to include two important elements at the end of each message sent to the distribution list. One is a reminder that the recipient is receiving the newsletter because she subscribed to it. This helps remind people that the message is not spam. The second element is an unsubscribe option. This allows recipients the ability to remove their names from the distribution list just by clicking a link. The email marketing solution software should have the capability to automatically respond to such unsubscribe requests so that the recipient's name is removed as expeditiously as possible. Using permission-based distribution lists is an imperative when it comes to email marketing and advertising strategies. Of course, attention must also be given to the actual messages that are being distributed. Here again, entrepreneurs and activists can design effective newsletters in-house or contract with third-party vendors to perform this function. Many internet companies help clients design custom templates. The client can then upload text and graphics to the template which is then distributed each month to the subscribers. An email marketing solution vendor can also help the client design opinion polls and survey, then use software to track and report the subscribers' responses. The use of bulk emailing as a promotional strategy is an excellent way for small businesses and nonprofit organizations to communicate with consumers and volunteers both efficiently and inexpensively compared to traditional bulk mailing options.

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