Basics of Email Marketing

Things have changed in the world of marketing. Internet marketing includes a variety of techniques, one of which is email marketing. Previously, businesses mailed out promotional pieces the old-fashioned way, via regular mail. It can still be effective to do so. However, increasingly email marketing is used instead because you have an inexpensive way to reach customers at both home or work via email campaigns.

When a customer "opts in", they provide you their email address, often in exchange for something from you like a newsletter. Because they've chosen to sign-up, you can be more confident your potential clients are interested on some level in what you have to offer. This is superior to traditional methods like purchasing mailing lists because the recipients have elected to receive what you are sending. Sending email marketing pieces to those who did not "opt in" is considered spam.

There are a variety of email marketing providers available online, most with a free trial period. Some examples are Constant Contact and 1 Shopping Cart. These online providers provide templates to design your email marketing piece, contact management, the ability to do surveys and more. Email marketing goes from just text to graphically charged HTML interactive pieces. You get to decide.

Internet marketing can be complex and email marketing is one piece of that puzzle. You have to have a list of contacts to send your email campaign pieces. You want these contacts engaged and interested in advance and you want to know how to do that. There is a ton of online material, including other articles I've written, about building community, using social media, providing good content and more. These are the steps you will use to generate interest and to add to your contact list.

Part of email marketing is a "squeeze page". A squeeze page is simply a pop-up box or page that encourages readers to sign up or register with your site and explains why they should. Many times subscribers are offered a free gift of some type: a report, a tutorial, or an e-book in exchange for subscribing. When the reader submits their information, they have "opted in" and are considered a voluntary potential customer.

When your reader has decided to subscribe by submitting their contact information, you acknowledge that with an auto-response. This is generally a thank you email, acknowledging their subscription and a verification link. They click on this to confirm they voluntarily subscribed. Be sure to add value even in the auto-responder because you need that confirmation. Using a video thank you embedded in the email response is a nice, personal addition.

Obtaining a reader's email address is gold. They are offering you their permission to contact them with information about your company and what it offers. Create or outsource the creation of strong content and product offerings. Nurture the relationship with your subscribers because they always have the option of unsubscribing, a feature you are legally obligated to provide.

Another tip is to remind your new subscribers to add your email address to their list of contents. This prevents your content, like newsletters or email offers, from heading straight to the spam folder. By reminding them in your auto-responder message to do this you help eliminate that possibility.

Using email marketing is a creative and affordable way to reach interested current and potential customers. Offer solid and unique content and product/service offerings and don't just see email campaigns as a push for a sale. Treat your subscribers with respect, do not give away your contact information, or sell it, without their permission. By giving them a reason to read and return to your site and review new material or products, you create a real relationship with them and this is invaluable for your business.

by Steven Schlagel - August 14, 2009

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