Why should I use email marketing campaigns in business?
Your best tool in marketing is communication. Making a great first impression is obviously highly important, but maintaining that impression is the difference between a good salesman and a great salesman.
The Guinness Book of World Records holder as the World’s Best Sales man, Joe Girard was one of the earliest marketers to pioneer the communication technique – with fantastic results. He recognised that customers at his car showroom wanted to be treated as individuals rather than a mass market or profit margins. Once he had processed this he sent out birthday, Easter and Christmas cards in order to keep in touch. This kept his customer base thinking of him, spread his business by word of mouth and successfully made a strong company out of this one easy marketing strategy. The moral of Joe Girard’s story is to always keep in touch with your customers, if you’re not talking to them, chances are that your competitors are and for that reason, your competition are at the forefront of their minds.
Using an email marketing list is the cheapest and fastest way to speak to your target audience in a non-invasive way that can be viewed at your customers’ leisure.
How to utilise your email marketing list.
1. Invite people to subscribe to your mailing list. This is easily done without being intrusive, simple things like adding a form to your website can encourage people to sign up. Another proven way to get people involved is by updating your email signature with either a link to the sign up page on your website, or persuading them to ask about your specifically tailored mailing list. In an age where we are bombarded with junk mail it might be a good idea to offer people something in return for signing up - such as instant entry into a competition for your service or product.
N.B Keep in mind that your overall goal is obviously to build a large mailing list to reach as many people as you can, however, don't sign people up to your list unless they have given their permission to do so, as there are rules against it. It must be clear what people are signing up for and what they are giving their email address over for.
2. Maintain the new relationship but don’t overflow them. Keep your emails simple and regular but not everyday, about once a month is a preferable amount.
3. The best content for your emails is not just blatant promotion; try to include useful information so your customers will want to read your monthly emails even if they do not need more of your product or service. Obviously the overall point of email marketing is to boost your revenue so do include pieces about the services or products you offer and/or interesting information related to your products or services but, be sporadic and try to consider whether you would find it interesting yourself.
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