Email Marketing

By Pat Smith

Not long along, email marketing was at the top of the list for successful advertising strategies. Then RSS feeds and social marketing came on the scene and business owners focused more attention on these venues.

Today, email marketing has become one of the most underutilized methods for acquiring or maintaining customers. It's really quite a shame because email is a simple and affordable way to stay in touch with those most valuable to your business.

This tactic can be used to send out newsletters, autoresponder courses, flash sale announcements, press releases, and personal correspondence. It's a great way to build consumer trust and let people get to know your company on a more personal level.

One reason business owners have steered away from this method is spam filters. The biggest complaint is newsletters and advertising pieces go undelivered because owners' unwittingly include words that send up red flags.

The way around spam filters is to work with email marketing companies that offer tools to ensure your message will get through. There are several exceptional service providers, so it's best to shop around and find out which is best suited for your needs.

AWeber and Constant Contact are favorite service providers amongst marketers, while NetAtlantic and ExactTarget can be beneficial to business people. These companies have earned good reputations amongst email providers because they take precaution in what is sent out.

For instance, all include anti-spam checkers to make certain ad campaigns don't include any "red flag" words. They also require subscribers to opt-in to permission-based email lists. This helps improve acceptance rates because people can white list your company's email address and validate they what to receive correspondence from you.

The secret to retaining and growing your email list is to always be respectful of subscribers. Everything you send to them should deliver value. Whether it's providing a solution to a common problem; a message that brightens their day; or a discount coupon for merchandise, make them glad they clicked on your headline.

Speaking of headlines, always do your best to keep email messages concise and truthful. Nothing will make you lose subscribers faster than trickery. If your headline says 5 tips for whatever the topic, you better deliver 5 really good tips.

Not to mention, you can also get in legal quandary with the FTC for false advertising. If you don't know how to do it right, hire people who understand online marketing practices. It will save you time, stress, and legal issues.

If you aren't a writer, hire someone who is. There are a lot of exceptional freelance writers who can write compelling sales content. Just remember, you get what you pay for. When it comes to sending content to clients it is worth hiring people who are experienced in email marketing techniques. At the very least enroll in an online marketing training course and pick up some new skills.

Last, but not least, look for email marketing software that offers the tools you'll need in the future. If you've not yet taken on social marketing chances are you will in the near future. Practically all of the paid services include interactive tools that link to your Facebook, Twitter, LinkedIn, and other social media accounts.

Other tools that are useful are having the ability to send video email messages and engage in mobile marketing.

At Online Marketing DNA we can help you get started with email marketing, along with other types of Internet marketing strategies. Take some time to look around and see what we offer. Then, let us know how we can help you better connect with your target audience.

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Published on August 28, 2012

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