The Complete Guide To Email Newsletter Marketing
Email marketing is one of the most powerful, effective ways to market your company and
its products, but it's often overlooked.
Email - What is Email?
Well, unless you've been hiding for a generation, email or electronic mail, has become
the number 1 form of communication in modern society. According to recent estimates, the
number is approaching around 60 Billion email messages per day!
Email is popular. Friends and family use it to stay in touch across long distances.
Co-workers use it when it's more convenient than getting up and walking over or picking up
the phone. Email is used to verify who you are (on various websites)... email is everywhere.
Knowing that email use is so prevalent it brings us to our next section - why email marketing?
Why Email Marketing?
In preparing for this article I was able to come up with five major reasons why a
company or entity should do email marketing. These five reasons really ignore email
marketing's statistics - low cost, high effectiveness, etc. and really just concentrate on
the benefits to your business after you've implemented:
• The Amazing Return On Investment
• Sales and Discounts
• Saying in Front! (of your competition, of your clients, of vendors)
Return on Investment - According to Direct Marketing Association, email marketing
generated an ROI of $51.58 for every dollar spent on it in 2006. The expected figure for
2007 is $48.56, and the prediction for 2008 is $45.65. Email marketing to in house lists
outperforms all the other direct marketing like print pieces, brochures, sales pamphlets,
etc. Email marketing is incredibly inexpensive to produce and replicate, but incredibly effective.
Send Information - there's always stuff going on at your business. You have
updates, you have changes, you have information that your customers would appreciate
having, and would appreciate knowing. Email marketing allows you to get out this
information in an extremely efficient manner. Compose one email regarding a recent change
at your business - target an appropriate group of clients (more to come regarding
targeting) - and suddenly thousands of people you do business with every day know exactly
what is going on. Sending information - the real heart of email - is probably one of the
biggest (and simplest) reasons why you should be doing email marketing.
Sales and Discounts - Are you holding a special sale or offering long-time clients
a special discount? Let your customers know and you could be bringing in many more times
the business you are now. They say it's most effective to sell to an existing client.
Email marketing is a prime way to efficiently (but personally) communicate sales, deals or
discounts to your audience of potential and existing customers.
News - Communicate your good news! In business people like to know they are working
with growing, prosperous companies. It rubs off! I met Colin Quinn a few years ago and
contribute that awkward meeting in the Newark airport to my success today.
Just kidding, but if you have been mentioned in the paper or have had a ribbon cutting,
let people know. Broadcast your good news, attain celebrity - even local celebrity, and
continue to prosper.
Surveys - Your customers, vendors, employees - everyone you work with - deserve a
voice. A quick email newsletter along with a survey can help you gain insight into all
aspects of your business and associates.
Staying in Front - I saved the best for last. In my experience in setting up and
creating email marketing, the biggest thing I would like to communicate is Staying in Front!