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Email Marketing: A Waste Or Benefit
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Email Marketing: A Waste Or Benefit

Email marketing can be a tricky thing. The benefits, as you most probably know, is that it gets your promotions to the user through the interface most frequently accessed by them. In today's society, the use of the smart phone is a trend that is rapidly increasing. Almost everyone we know has one and is constantly plugged into their social network through it. Many companies have forbidden their employees to view personal email and social networking sites on their machines. However, the use of the cell phone has made it quick access to this media, with less disruption to their daily work tasks.

For quite some time, many services on the net have been hard selling traffic building to sites through the use of mass emailing. One of the methods they are using to expose potential buyers to featured products and services is to send periodic emails to their inbox., which can be viewed quickly by their phone. Even the most poorly written emails and least interesting products gain exposure, though many will be rejected at a glance. True, they still get exposure. However, as business owners and promoters, we are not looking for a quick sale of a product to an unsuspecting consumer, we want our customers to be satisfied, return to buy again, and tell everyone they know that it was fantastic. In the above scenario, this can be rarely achieved. In my experience, sending even as much as 10,000 emails a day yielded very low results. Writing more clever emails or defining clearer benefits to the product only mildly improved the results.

So what is wrong with this process? Many things were wrong with in the core of the marketing campaign. First off, the method by which the contact emails are collected and distributed is misleading. When an internet user enters data on a form on the internet, there is often an opt in section that is defaulted to accepting further correspondence through email. The pages are designed to set you up to be on their list, and be distributed to their partners or sold to third parties. They may have been selling beauty products and now they are offering these contacts to you to sell pool supplies, an unrelated market. This diminishes the results from the start.

Next, there is very little that is offered to the consumer to want to continue to be on the list, no incentives. No free gifts given in return for being part of the marketing campaign, very heavily in favor of the advertiser. As a result, a particular user may receive hundreds of SPAM or junk emails that they have no interest in. It doesn't take long before the drop-off numbers begin to accumulate when the users are fed up.

There are some good fundamentals in email marketing here at work that are ineffective because the waters have been muddied by the unwanted advertisement. True, email is an attractive way for a consumer to receive information and updates because they do not have to continually look for information. Information finds them. It is a low maintenance relationship between them and the seller. Receiving timely emails of products, services and news is also a great benefit. Of the email lists I have subscribed to, I enjoy viewing their advertisements to see if the items on my wish list have gone on sale. I do not need to visit their store or website to do this each time. Great, saves me time, and I don't miss a good deal.

A great technique to use is to offer users free gifts, information, eBooks, or newsletters in return for their name on your list. Keep your promises; deliver the value they are looking for. As you move along, remain committed to the privacy of their information. If you share their information or use it in areas other than what interested them, you will be investing more time and resources in selling than the profit it will return.

You want to be honest with your potential buyer. Do not deceive them when promoting your goods. You want them to return. You want them to tell their family, their friends and their entire social network about what they have bought from you. By doing this, you will have won the confidence of your buyer. Keep your advertisements pertinent to the same topic as the original sale or interest. True, they may be interested in other things you have to sell that are not related, but if they fall off the list, you will never sell it. Think about why you look at emails and which ones excite you.

What ads come to you each day or week that you look forward to opening? They are things on your wish list. On your signup lists, allow the users to select areas of interest. Therefore, you will build a very highly targeted list of potential buyers who are expecting your advertisement. In contrast to the above, these users will be more likely to buy than those who are randomly sent an unsolicited email about products for which they have no interest. Your time is precious and so are your resources.

When promoting your business, one of your greatest assets to success is momentum. One failed marketing campaign after another will strip this from you and impact those that come after it. Keep the momentum once you get moving. Momentum creates excitement. Excitement generates the energy necessary to meet your business goals.


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  about 7 years ago
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