Email marketing is actually a very powerful tool when it comes to furthering your business in this day and age. It does, however, raise a number of questions regarding how these sorts of campaigns are undertaken – do you need to spend thousands of dollars constructing mailing lists or can you do it organically; which techniques work and which don’t?
- Get permission: Your email marketing campaign must comply with privacy laws. This means that you must ask permission to use someone’s email address otherwise you might find yourself penalized or blacklisted.
- Target audience: You must make sure that each message you send out is targeted towards your audience. If you are a web design company, for example, try to offer tips regarding website upkeep.
- Keep clean. Only work with the cleanest permission-based list that you can find. If you don’t want to spend the time crafting your own, join a (legal) company that will allow you to send information to their lists.
- Be persistent: Keep in mind that it takes time to build up customer relationships; sending one or two emails isn’t going to cut it. Make sure that your mail is a regular thing (once a week or month).
This final email marketing tip should actually be more common sense than anything else – make sure that you keep mail short and sweet. For most people, a simple newsletter that contains at least one non-sales article (providing that it says something valuable for recipients) will be sufficient. Don’t send pages and pages of information, as no one will read it.