Email marketing is more important than ever as a tool to help improve small business's customer base and bottom line. There's not much else that can impact a company's bottom line faster than a well thought out email marketing campaign.
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Email Marketing For Small Businesses

Why You Should Use Email Marketing

Email marketing is more important than ever as a tool to help improve small business's customer base and bottom line profits. This is especially true with competition being greater than ever in this prolonged recession. There is not much else that can impact a company's bottom line faster than a well thought out email marketing campaign to a large and well-nurtured email list. A business can easily and cheaply deliver a large number of customised and personalised messages at predetermined intervals for next to nothing, so why not take advantage of it?

Every business, big and small should be doing this. Most Small Business have not developed a serious email marketing strategy and this is something that should be done sooner rather than later. They are leaving money on the table, so to speak, by not using this valuable method of marketing.

Before you can conduct any sort of meaningful email marketing campaign, you need to have a list of people's email address and names if possible. There are a number of ways to get this moving fast. As they say "the money is in the list".

What is a Customer Worth to You?

Customer Lifetime Value

Most Small Business owners won't know this, but here's how to calculate it:

1. Determine average net spend of a new customer transaction.
2. Determine average number of repeat purchases per year.
3. Estimate average number of years a customer patronises the business.

So, let's say the average customer buys an item worth $100 profit to the business, and then repeats this process once again in the year, they are worth $200 to the business in year one. If they remain a customer for 5 years, they are worth $1,000.

Use any figures you want, but this is a simple way to view the worth of a customer

Building Email Lists:

1. Website pages. You never know which page a visitor will land on when they arrive at your site from a search engine or link. You maximise your chances of getting a lead if you have a signup form on every page of your site.

2. Special Internet-Only offers: Try to get your customers to get on your email lists to receive these special offers. The offers can be discounted products, two for one sales, coupons, vouchers or whatever you wish.

3. Ask for email addresses. Get your staff to ask customers for their email address.

4. Send postcards to your mailing list. If you have postal address information but not email addresses of existing customers, send them a postcard asking them to subscribe to your email list. You will want to provide them with some sort of incentive of course.

5. Use Invoices: add a sign up box on your invoices.

6. Rented Lists: Can be useful in building a subscriber list. Be careful and only use a reputable provider of such a list and make sure your list contains names and addresses of people who are specifically interested in your type of products or services. Otherwise a waste of time.

7. Create a Newsletter: and promote it in all your company correspondence and advertising.

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