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.
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