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Can You Win The Battle By Using A Toothpick?
Every business needs a low cost way to reach targeted customers. Email marketing is by far one of the most effective and inexpensive methods of advertising available to you. The benefits: 1. Direct communication with prospects and existing customers 2. Plenty of room for your message. Your space isn't limited when you can send to your own list 3. Facilitates testing and tracking. You can experiment with new approaches to boosting conversion rates on a pre-targeted group. Not only is email marketing very low cost (it's virtually free once your sales meet your overhead expenses), it is also a super fast way to rake in profits and test new products. Imagine having your own database of prospects. The results of your marketing efforts are doubled when you've captured these prospects. The bulk of long-term business profits come from repeat sales and repeat customers. The only way to acquire a repeat customer is to stay in contact with him. Constant communication is your ticket to building trust and credibility. A new customer always feels hesitation when engaging in a relationship with an unknown business. Yet, if you communicate with that customer on a consistent basis, you soon overcome their reservations about doing business with you. You come to know each other and build a bond of familiarity. If you're ever in doubt about the value of list building, ask yourself this question: "What would I rather do? Spend all of my resources seeking out one-time customers over and over again, or build a relationship with a large pool of existing customers who trust me and are responsive to my offers?" Yes, if you use email correctly, it's a laser gun. If not, it's just a toothpick to be ignored. Resource Box:
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RELATED ARTICLES
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It has come as an unpleasant surprise to many that blocking caused by, for example, an email marketing campaign can also cause the blocking of your email to friends and family. Blocking caused by a simple auto-response program at a minor Web site can disrupt your ability to communicate with anyone at a particular ISP. One basic response to this type of risk is to segment and isolate different types of sending streams so that a shut down in one area does not push your entire e-communications system offline. Recipient ISP Disruption It is usually easy to determine when communications are cut with a major ISP, potentially denying access to a large number of customers or subscribers. But blocking at any one of hundreds or thousands of smaller corporate and local networks can be robbing you of revenue, customer satisfaction, and name recognition without your even knowing it. Testing for these blocks can be a difficult and involved process. Direct blocking is not the only way in which email communication is disrupted at recipient ISPs. Having messages land in the Junk-bin rather than the In-box effectively eliminates that message for many recipients who automatically delete those messages without looking at them. Every recipient ISP has the right to interfere with communications it judges to be inappropriate for its network. Unfortunately, a small number of Spam complaints, an appearance on a Blacklist, or just the perception of that system's administrator may cause breakdowns that can be very difficult to detect and resolve. Unless you are an email wizard yourself, one of the most effective ways to begin to track down your delivery profile is through a delivery testing company. See the Email PhD "Data and Tracking" section for more information on this type of resource. Unfortunately, this type of service also represents a new cost for online publishers. Hosting ISP Disruption Even more directly, publishers are sometimes surprised to find that their own ISPs or NSPs can, and will, kick them off the service based upon email sending history. It is amazing to realize that despite the sales cost and effort of acquiring new customers, and the service and support cost of retaining satisfied customers, most ISPs have placed the decision as to whether you can keep your service into the hands of a small group of "abuse" administrators. By declaring a violation of the contractual Acceptable Use Policies or similar provisions, these administrators have suspended many email and Internet accounts. Sometimes this can occur without notice, and often without recourse. Even very low levels or ratios of complaints can force you to scramble for new sources of Internet service. See the Email PhD "Sending Signature Management" section for more information on avoiding basic disruptions within your email service chain. Customer Affinity Risks From Email Programs: Changing Consumer Perceptions It is not unusual for a recipient to sign up for an email list on one day, and to report that email as Spam the next. The reasons why this happens are numerous, but unless a companies' email program is well managed and controlled there is a risk that a few recipients can do a lot of harm. "Everyone knows" that Spam is a potentially dangerous pervasive evil online, and that any email they don't immediately recognize or want to receive at that moment is Spam (as incorrect as that definition is). The news media, recipient ISPs, and companies selling anti-Spam products are also training recipients that they need to actively suspect every email they get. Online publishers have to adapt rapidly to provide assurance and reminders to recipients that they actively requested to receive that email, and to embed relevant and high interest content in all of their sends. Negative Brand Impacts Beyond the risk of turning off individual recipients with ineffective email programs is the broader risk of reputation loss within the general online community. Highly compliant, carefully managed email programs are their own reward when it comes to avoiding uncomplimentary PR outbreaks or having your name posted on the anti-Spam activist boards. See the Email PhD "Content Controls" section to further research customer perception management issues. Increasing Costs Within the New Email Environment By all accounts commercial email can no longer be treated as if it were free. Whether for increasing internal control time and costs, or external service costs, you need to allocate the resources necessary to operate a sustainable and effective email program. Increasing need for technical and strategic expertise More than ever before, email has become a domain requiring a broad mix of different types of expertise. Because this knowledge can be highly specialized, or require access to proprietary data, this expertise often needs to be acquired from outside the sending organization. Costs of outside service providers It is frequently the case that an external Email Service Provider can better handle certain types of email sending. And there are obvious advantages to off-loading infrastructure risks and to increasing the embedded expertise (such as in ISP relations) by using ESPs. The trouble is that they cost money. The range of pricing among ESPs is extreme, as are the levels and types of services offered. Check out potential service providers carefully, and comparison shop - it is well worth the trouble. Additional costs for administration and controls Compliance elements and rising recipient expectations require more time and better records, and the need to track and respond to all complaints from numerous sources has added new manpower requirements. 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Who Else Wants to Sky Rocket Their CD Sales, Fan base and Indie Music Career? If YOU Answered YES, Then Start An Online Newsletter?It's Easy, Here's How! How To Create Gold With Email Promotions - Part 1 First make sure that the people you are sending your offer to are actually interested in what you are offering. Effective Email Marketing I've been sending out email camapigns for clients for over 6 years, and in that time I've seen variations in clickthrough ranging from 3% to 84%!
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