Email Marketing Newsletter

A well-designed email marketing newsletter can gain more readership and a greater response than a traditional direct mailer sent through the post office. In a digital age, recipients of opt-in or permission-based emails may respond more quickly to electronic advertising than what many consider to be junk mail. Web-savvy consumers are simply used to logging onto the Internet to conduct all sorts of business, from shopping online and paying bills, to chatting with perfect strangers, and emailing friends. It is no wonder that an email marketing newsletter is fast becoming one of the most effective ways businesses sell products and services or dispense information on a domestic and global scale. Since the advent of the Worldwide Web, surfing in cyberspace has become a favorite past time. Webbies from five to fifty-five spend hours on end, pointing, clicking and browsing hundreds of sites from coast to coast and sea to shining sea. Kindergartners cut their eye teeth on interactive computer games; while moms and dads spend eight-plus hours a day in front of a PC monitor. Even grandmas and grandpas are passing time away discovering new vistas in faraway places via the Internet. Advertisers are keenly aware of the growing trend of shopping, traveling, and paying bills online; and they are taking advantage of it, plying potential consumers with digital messages and electronic data to persuade buyers them to part with their hard earned cash.

Public and private companies of nearly every size are creating a web presence and developing sites which enhance traditional promotional efforts. One way marketers win friends and influence people is via an interactive email marketing newsletter. In a one- or two-page format, companies can tell their story, introduce new product lines, and laud top sales people. An e-newsletter can include links to larger online documents, such as product catalogs; or drive potential customers to articles on other retail sites or newsgroups to boost interest and demand in a particular item or service. Corporations, healthcare organizations, non-profits, educational institutions, and retailers may use an email marketing newsletter to keep management and employees abreast of policy changes or advertise goods and services to domestic and global communities. Healthcare agencies and researchers employ well-designed electronic pages emailed to a specific target audience to announce groundbreaking research or surgical procedures.

Everyone with a story to tell, a product to sell, or a point to peddle can do so effectively and almost cost-free with an email marketing newsletter. Unlike traditional newspapers, digital tabloids include 256 megabytes of color and more at absolutely no extra cost. Instead of paying exorbitant column-inch rates for premium ad placement or spot color in newspapers or magazines, Internet advertisers simply pay low fees for web hosting after having a site designed and registering a domain name. "For whosoever shall call upon the name of the Lord shall be saved" (Romans 10:13). Add another fee for placement on popular search engines, and the advertiser is in business with the world waiting at the front door! Imagine trying to market one product to domestic and foreign consumers via traditional direct mailers, newsprint ads, or television spots. The cost would blow anyone's budget. But by utilizing the appeal, the convenience, and the cost-savings of an e-newsletter, advertisers can tap into niche markets at home and abroad with very little risk.

When designing and hosting an email marketing newsletter, Internet advertisers should: Pay a professional web designer to create a site that shines. The last thing an advertiser wants is a homemade-looking electronic rag that fails to attract and retain an audience. Check out competitor web sites and find out who is hosting them. Chances are a well-designed, easily navigated e-newsletter with the potential to drive traffic to advertiser home pages and get lots of hits is a real winner. There are no laws which state that two competing advertisers cannot use the same host. Linking an electronic newsletter to a home page also increases visibility and traffic and gives advertiser's another vehicle to promote product features, special offers, or upcoming events.

Sell the product with simplicity. While one picture may be worth a thousand words, electronic mail can get slow and sluggish when companies include two many large graphics. But a captive audience that has opted in for permission-based digital mail will be receptive to a well-written email marketing newsletter with concise, keyword rich text, which can hold their attention and keep visitors clicking through the page to interactive advertiser links. Keyword rich text makes it easy for ecommerce entrepreneurs to increase traffic and search engine optimization. Internet browsers can easily locate links to home pages or email newsletters; and merchants can build a stronger customer database by capitalizing on the most popular key words.

Encourage visitors to act. Even though an email marketing newsletter usually consists of no more than one or two pages, those pages should include forms for responses, contact information, or online purchases. Getting the visitor involved by breaking up text with colorful photos and graphics that don't take up much memory and links on and off the site is a surefire way to keep browsers coming back. And speaking of coming back: Advertisers shouldn't let the newsletter get stale. By changing photos and creating and re-creating compelling copy or product information, Internet entrepreneurs can increase readership and boost sales. With a little from a few professional friends, a great product or service, and an attractive e-newsletter, Internet marketers should have no problem convincing cyberspace consumers to take their products out for a test drive!

Precision Email Marketing

A precision email marketing campaign is a sophisticated strategy that companies can use to increase sales and develop customer loyalty. These are important tandem goals for any company that wants to continue growing, but is especially vital for businesses that are in very competitive industries, such as office supplies, books, and electronics. Customers have many options when it comes making these types of purchases. These types of products can be bought at household name discount stores, specialty retail stores, or from online retailers. Companies are under pressure to establish a reputation for value and reliable service to get customers and then to establish some type of loyalty program to keep customers from going to competitors. Businesses that offer services instead of goods, such as insurance or financial instruments, face the same kinds of competitive pressures. In fact, the growth of the internet has opened the doors of commerce to a multitude of new ventures. Entrepreneurs can launch a new online business without the expenses associated with having a physical retail location. With effective planning and hard work, even a sole proprietor can gain a small share of a specific market. But even these intrepid dreamers can benefit from an appropriate and effective marketing strategy to compete with the "big guys" A firm that specializes in precision email marketing can provide companies with a competitive edge.

In the context of email marketing, the word "precision" refers to tightly targeted messages that are both timely and relevant. In other words, the company's distributed emails are precise in that they are personalized for the specific customer, customized to that customer's past shopping habits, and contain dynamic content designed to motivate the customer to make additional purchases. For example, an online bookstore may design a precision email marketing that recommends newly published books to customers based on prior purchasing habits. Shoppers who have previously bought mysteries at the site may be sent a newsletter about the latest who-done-its. But shoppers who bought other types of books won't get this information in the emails they receive. Their newsletters will reflect their interests and past purchases. In addition to this targeted information, the bookstore's newsletter may also include some type of special offer, such as free shipping on purchases made by a certain date. This creates a sense of urgency and may be the motivation needed to get the newsletter recipient to click on the link (included quite prominently, of course, in the emailed newsletter) and buy that new mystery. These types of newsletters are even more effective when they are personalized with the recipient's name. Additionally, recipients are more likely to read newsletters that contain interesting content, such as author interviews and announcements of future publications. Surveys and polls that encourage interaction with customers also provide great content for newsletters.

A precision email marketing strategy is usually more expensive than distributing one newsletter to an entire customer list. But the firms that offer this type of service should also provide detailed tracking information. This data will show business owners and management teams whether or not they are getting a good return on the investment of their marketing dollars. The tracking analysis should be so detailed that the firm can connect a specific email promotion with a recipient's purchase. This data helps the firm and the business owner fine-tune effective messages. A well-designed targeted newsletter, in most cases, should result in additional sales and continued customer loyalty. Because of this, the owner or management team will probably find that the increase in marketing expenditure results in an increase in sales that can be attributed to the precision email marketing strategy. The tracking analysis provides information on which to make future decisions. King Solomon wrote that: "Wisdom strengtheneth the wise more than ten mighty men which are in the city" (Ecclesiastes 7:19). Wisdom is gained from looking at objective data.

If the data indicates that sales have dropped or that customers aren't coming back to the company's website, then a problem exists for the company. Perhaps the newsletter's content isn't relevant or interesting to the recipients. Or perhaps recipients have received poor customer service from the company on past transactions. It doesn't do any good for a company to spend money on a precision email marketing campaign if its other business practices are shoddy, unreliable, or troublesome. The recipient probably won't even bother to open the email. That being said, a company that offers secure and easy checkout processes, a choice of shipping options, and superior customer service that cheerfully resolve the inevitable glitches that sometimes occur will almost certainly benefit from a well-designed email marketing strategy. The company owner or management team will want to hire a reputable marketing firm with a proven track record of providing results for its clients.

Even entrepreneurs on a shoestring budget should hire the best company they can afford to develop a professional precision email marketing campaign. For one thing, the professionals at a reputable firm will design a campaign that is in compliance with laws regarding spam (unwanted email). No respectable business wants to deal with the legal hassles from complaints by email recipients that they are receiving spam from the company. If the entrepreneur's budget truly is too tight to engage the services of an internet marketing firm, then he or she should learn as much as possible about as many aspects of this topic as possible. Even the cost of a consultation with a professional will probably be well-worth the expense. In the world of internet commerce, companies are looking for a relevant and effective advantage over their competitors. Companies that are devoted to positive customer interaction and service may find that precision email marketing is a proven way to increase sales and strengthen customer loyalty.

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