Email marketing is one of the most effective and inexpensive ways to find and keep new customers — and helps your business grow.
Email marketing is the process of sending emails to acquire new customers, and convince existing customers to make additional purchases. It is also used to enhance the relationship of a business with its customers and prospects, and encourage customer loyalty and repeat business.
Yes, having a strong social media presence is important. But it shouldn’t be your only strategy. Email marketing still works, and by building a mailing list, a business can create an extremely valuable asset.
Advantages of Email
- Lets you send information to a wide range of existing and potential customers at a much lower cost than direct mail or printed newsletters.
- Allows you to track your return on investment exactly, and is often reported as second only to search marketing as the most effective, online marketing tactic.
- Insures you directly make contact with your audience, rather than being forced to pay a social media site.
- It’s paper-free (i.e. “green”).
- Can become a secondary revenue stream. Once you have a large list, you can “rent” it to third party marketing firms that will mail other offers to people on your list; this can be a significant additional source of revenue for your business.
How to Build Your List
Include an email sign-up box on your website. Giving away a free report, “how-to” white paper course, or discount on purchase is a great incentive for people to subscribe to your list.
You can also collect the email addresses of people that drop off of your cart page after entering their email address. You can then send them a follow up email offering a discount to complete the sale.
Once a person submits their email address to you they become an opt-in subscriber. Don’t just send emails that attempt to sell things, but rather offer them information, free reports, and tidbits of news and advice. Allow the email to show off your brand’s personality. That way they will be more likely to open the email and engage with your business.
Key Points to Remember
The sending of unsolicited email is forbidden by law and can involve severe penalties for violators. It is governed by the federal Can Spam law (see FTC link below).
You should only send email to a person when they have “opted-in” to receive it. When you collect a person’s email address, be sure that you explain how you intend to use their email.
All emails must contain a link to automatically unsubscribe. However, any major email service (like Mailchimp) will automatically offer that option in their template. If the company you’re working with doesn’t offer that, find a new company. You don’t want to land in hot water over an accident.
Although it takes time and effort to maintain and grow, a mailing list can end up being the most powerful tool in your internet marketing arsenal.