What Is Email Marketing
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What Is Email Marketing
Why Use Email Marketing
In 1867 the Pony Express made its fastest delivery – 7 days and 17 hours. Route: St. Joseph Missouri to Sacramento, California. Average speed: 10 miles per hour.
The message was inaugural of President Lincoln.
The riders were 11 to 40 years old and all weighed less than 125 lbs. To make this installment, the horses had to be changed every 10 to 15 miles.
By contrast, the U.S. Postal Service delivery is now at least one day, because the farther the destination, Federal Express can get there the night before 10am the following working day.
It is likely that many of you will leave this meeting and return to his office where it opens an email that is sent from around the country, even around the world in a matter minutes. Only a fax machine can be compared to the speed of email.
The simple truth is that of the 94 million U.S. adults who use Internet every day, the number one reason for going online is to check your email. According to a DoubleClick survey, 81% of Internet Users go online daily to check email. That's too many to ignore.
Why is e-mail so popular?
Because it is easy, fast, inexpensive, and causes direct and immediate response. When you add email to their mix Marketers who spend less time, money and resources than with traditional marketing methods such as direct mail or print advertising.
From a marketing standpoint, e-mail was initially used primarily to acquire new customers – often through spam techniques. It has since changed to promotion and relationship marketing with customers.
Consumers expect emails to confirm transactions and shipping, and are open to ideas from their e-mail address is used to promote offers accessories.
Customer service is another area of opportunity for e-mail.
According to a double click of the October 2004 survey, nearly 8 in 10 consumers have used email for customer service. A consumer expects a response from research service immediately, but 24 hours is acceptable.
More than that, companies spend 80% of its marketing to win new customers, but the cultivation the basis of current customer costs less and generates more revenue. Each e-mail contact with a prospect or customer is a marketing opportunity that this is a brand building and relationship-building tool.
So what is the difference between an effective marketing campaign by email and one that is dirty?
The e-mail recipient is the sole decision maker of what constitutes spam. And the beneficiary paid email. Among the main reasons is considered to be spam e-mail: snare and from unknown senders (of course), the frequency and irrelevance (although permission was granted).
1) You must have some connection with the beneficiaries. The relationship is a broad term FCC eyes.
If, for example, has a list of email addresses belonging to people who are members of the same affiliation or organization as you can establish a relationship. If you have a list of email addresses belonging to people who have done business with you before that is a relationship. If someone has emailed asking for information about your product or service that constitutes a relationship.
The latter relationship is the exclusion from the list, people who have specifically requested or "opted" to receive email from you.
In the message these groups is a good idea to make clear what the affiliation or relationship is to decrease the risk of being considered spam.
Conclusion: relevant, useful emails sent to people who request or agree to have the best people to the market through email.
2) Secondly, you should have an option in every email. The best way to handle it is an automated process so you do not have to deal with the search of each address when taken off the list. This is one reason why many companies use a mail service to handle transmission email marketing.
Using a broadcasting service
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Another reason for using a broadcast service is that mail sent does not reveal addresses of the people who sent the email. This an important privacy issue.
Many professionals are under the impression Outlook to hide the addresses that the email was sent. This is not the case.
Receiver Design for
When designing an e-mail for marketing the first thing to consider is the recipient, of course.
Different email programs will perform its message differently. For example, programs are web-based email as Horde and SquirrelMail will not read images so that email is distorted or filtered as spam. (handout sckansas email)
Other email programs offer the option of viewing or not viewing images. So your email may appear with several blank spaces.
The solution is to have 2 versions of the email that was sent in tandem. In this way the email program the recipient can determine which version to display.
Knowing what words to use (Example 1 / 2 & Triggers)
Another thing to consider is the subject line. Because the words that trigger spam filters, the subject line and the message must be free of these words — in fact, free speech is often a factor. The header can not be misleading anyone.
The Message
By structuring the message, again we must remember to stay away from certain words, phrases or dollar signs. Now this part can be a challenge. This is why you can find the legitimate emails with special characters.
E-mail messages should be concise, to the point and lead to a strong Call for action. The idea is that the recipient to interact with your company to give them plenty of opportunities and incentives to do so.
Remember, e mail is a branding opportunity, so be sure to reinforce the messages of the brand, foster communication and interaction through Link to the website support and responding to e-mail addresses.
Tennis Results
Be sure to follow the performance of your email marketing program. This is another reason to use an email service broadcasting. Through third-party services you have the ability to see how many people opened the email, how many people click on the various links in the email, etc. This also allows better targeting its email to a specific audience or more inches to the beneficiaries are genuinely interested
Like any advertising, e-mail should be done consistently. And, like many marketing strategies, the program must flex to any new challenges or new opportunities. Do not be afraid to vary format, timing and offers to find the email that works best for your business. And finally integrate email marketing, along with any other marketing – loyalty programs, print ads, etc. "join our email newsletter and get even more discounts, savings, etc. "
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This article written by Teajai Kimsey, Interenet Strategist Marketing Ideas That Work – May 2005. First introduced to professional communicators Wichita, May 2005
It may be reproduced and reprinted provided information author and Internet link remains intact.
About the Author
Teajai “T J” Kimsey is an internet marketing strategist and the founder of Advanced Web Strategies Inc, (Beyond Web Design) an internet advertising agency serving over 300 clients with a full range of online services including web development, custom programming, search engine marketing and all channels of online marketing and marketing integration.
She is recognized as a leader in internet marketing having been a featured expert on the Wichita Metro Chamber of Commerce website, a featured contributor to the Wichita Independent Business Association newsletter, and featured as the expert on 2 episodes of Minding Your Own Business, a statewide television program.
Teajai has also taught as an adjunct at Wichita State University and Cowley County Community College. She has been featured in a number of articles and called upon as an expert on internet related topics in the Wichita Eagle and Wichita Business Journal.
Teajai holds a Bachelor of Science in Business Administration degree from Friends University, 24 hours towards a Master of Science in Management and has recently begun the path to earning a Doctorate in Human Factors Psychology, specializing in human computer interaction.
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How do you feel about e-mail offers? What kind of deals Would you like to receive?
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