Website Marketing Club

Strategies for Email Advertising

Nov 14, 2009 Advertising

One of the best ways to promote your company is through email advertising and email marketing. It allows you to stay in contact with prospective customers, current customers, and anyone else who might be able to help you make more money. Most companies do not have the resources to manage professional marketing campaigns, but with email advertising you do not need to be a professional. Here is a small sample of ideas you can use to get the most out of your email marketing campaign software.

First, you want to be sure that you are testing. In sales they tell you ABC means always be closing, but in marketing you should, “ABT” – always be A/B testing. Multivariate tests are great but can be very expensive, so stick to A/B tests and do them often. Test all sorts of elements in the emails you send out and track how they stack up against each other. If something works better use it and then try to beat it. Testing should be fairly simple and should be seen as a fun activity because with every successful test the knowledge you gain will translate into more revenue for your company.

Adding surveys to your email messages is a great way to keep learning about your market. As you are able to better determine the thoughts, motives, and actions of your clientele, you will know exactly how to grow your business and retain customers. Always ask for the right information the right way. It will pay to spend a little time researching the best practices regarding how to conduct surveys. This is a small investment that will go a long way.

Keep a record of all the information you gather from testing and surveys. This should not be too difficult because most email marketing campaign software provides you with the tools you need to store it all. Ideally you will want to choose an email marketing provider who has a good analytics package or allows you to implement one. Over time you will be able to customize your messages in a way that will be very powerful. As with anything else in your business, always keep any personal information extremely safe and secure.

Do not ever send out anything that has the appearance of junk mail or spam. Look at the email you receive and never use the sloppy copy so frequently found in the junk. Remember what your audience wants and needs and create messages that satisfy them. It can be tempting to abuse the email advertising medium, but do not do anything to jeopardize the gold mine of customers that you amass over time. Send out information that has substance and never get overly sales-y by using big lettering, tons of bolded words, or exclamations all over. Your customers will appreciate the respect, and they will keep listening to you and continue doing business with you if you do.

Use the power of networking with your email marketing campaigns. Encourage your readers to forward your messages on to others and give them good reasons for doing so. For instance you could send out a coupon before Mother’s Day with a message to all mothers and invite your readers to forward it to all the mothers they know. A simple gesture like that could go a long way. Get creative with this idea and go explore an excellent way to get new business.

Last of all, here are some more generic suggestions on effectively using email marketing. Take advantage of autoresponders as best you can; use them to follow up with people who opt in for information on your site, to say thank you to those who do business with you, or to let people know how quickly to expect a response to any type of customer service inquiry.

Review the different companies before you sign up for one, and then sign up for the lower end packages with a couple different companies to compare them over time. The major companies in the email marketing software industry offer a free trial that should give you ample time to determine if they are right for you. Use their templates, their reports, and their customer support and get busy building your client base and making newfound profits through email marketing. Find the company that works for you today and see why this is one of the most powerful marketing tools available.

Want to find out more about email advertising, then visit Steve O’Bryan’s site on how to choose the best email marketing campaign software for your needs.

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