E-mail marketing is a very cost-effective way for companies of all sizes to compete successfully in business today. Yet many companies fail to capitalize on this exceptional marketing strategy—and are losing sales as a result.
That’s why we created Emercury, our innovative e-mail marketing management solution.
We worked with top Email Service Providers (ESPs) and business owners to develop an e-mail marketing program that’s not only easy-to-use, but extremely efficient at getting your message to your customers and prospects.
Email marketing evolved from
direct marketing. Before the internet was introduced to the general-speaking,
unsuspecting world - direct marketing dominated salesmanship - through-print
methods. We all remember those times when you would d receive unsolicited mails
in your mailbox - your actual, real, brick and mortar mailbox. Do you remember
reading some of them? Many were actually junk that never invited further
examination, but quite a few were able to win your interest, and perhaps, they
even made you say - I want whatever this person is offering.
When the age of the internet began, direct mail marketers found a new venue for
their previous tactics, although with some adjustments. It was apparent that the
worldwide web would use words as the primary vehicles of communication, much
like direct mail marketing had done. The transition was easy, but it had to be
customized to suit the new medium.
Writing for an online audience is very different than writing for print
consumers. Online users are more impatient, and they have more choices available
for them. Therefore, writing in short paragraphs, simple but engaging sentences,
and using bullet points and numbering as much as possible, has been integrated
with email marketing campaigns.
Spam filters have emerged as an email marketer’s worst enemy. Hence, unsolicited
emails are no longer an option. Opt-in pages have been developed to ensure that
no spam filters will be forwarded. Spam complaints can severely cripple a
businessman's email marketing campaign.
Spam filters, as well as some technical issues, have gravely decreased the
deliverability rate of marketing mails. Indeed, direct mails have a higher
deliverability rate than emails.
Also, direct mails enjoy a higher readability rate than emails. Since direct
mails are presented in a physical form, they can be read in bed, while eating
breakfast, or while on the go. Emails can only be read in front of a computer
terminal.
Despite these differences email
marketing posses numerous features that make it a more efficient alternative
to direct mail.
Email marketing is a more
inexpensive option. Sending emails is far cheaper than actually printing and
mailing actual letters.
Generating leads for an email marketing campaign is easier. People are more
likely to leave their email addresses rather then a real, physical address. The
former is a more secure choice.
Email marketing has a distinct advantage over direct mails: multiple levels of
follow-ups. A direct mail piece has but one chance to convince the recipient to
purchase a product or a service. Email marketing can convince the prospect into
subscribing to a mailing list, ensuring in the process that he or she would
receive future emails for future offers. Additionally, the recipients of
emails can be led to a website for further conversion possibilities.
Email marketing is said to have two purposes:
1. To win sales; and
2. To gather leads
Remember – if your sales rate remains low after you employ an email marketing campaign it does not mean it is a failure. The leads you will collect will serve
you during your future offers and efforts. Additionally, the size of your
mailing list can be used as a bargaining point in many projects, as you embark
on your journey, into the wonderful world of internet marketing.
The Seven Deadly Sins of Email Marketing –we know them – therefore we avoid
them!
• Sin #1: Failing to test the design of the email in multiple email clients
• Sin #2: Failing to spam-check the email copy before sending
• Sin #3: Putting hurdles in the way of unsubscribing
• Sin #4: Neglecting to maintain the list’s invalid addresses
• Sin #5: Becoming complacent
• Sin #6: Sending content that isn’t relevant to what the user signed up for
• Sin #7: Most importantly, emailing a user without their permission
The bottom line is, be passionate. Do not do a poor job: Write great content,
manage your list well, and the results you will achieve will be rewarding and
motivating. Relationship management is all about common sense and respect, so
take a step back if you are unsure, and treat customers how you’d like to be
treated.
Discuss Emercury specifics and use your example story!
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