Email is powerful--and vital in today's technology-driven world. But how do you harness it to propel your business forward? Do you need to spend thousands purchasing targeted email lists, or can you do it organically? What works and what doesn't?
Read on for some tips about using email marketing to grow your business.
Instructions
1. Get the OK. Email is powerful, but it can be dangerous if you don't comply with privacy laws. Without getting the proper permission, you can risk losing customer goodwill and inviting CAN-SPAM penalties. You could also wind up getting blacklisted by ISPs that refuse all mail coming from your domain if spamming complaints have been lodged against you.
It's not that hard to get permission to use someone's email address. Offer something of value such as a coupon or promise of special discounts, or an informational newsletter in exchange for the customer agreeing to receive your messages. And in your messages, offer valuable personal information and preferences.
2. Target your audience. Have your favorite customers ask friends to sign up for your email newsletter or marketing campaign. This works because these people will probably be very interested in what you have to offer. Make sure your message is targeted towards your audience. For example, offering general business advice is useful if you're approaching other businesses. If you're a plumbing company, for example, offer practical tips that any homeowner can use to improve their plumbing system.
3. Get clean. You should work with the cleanest permission-based list you can find that is targeted to your industry and your offering. Many companies have this information in CRM, SFA and contact management databases. But there are places to prospect around if you do not.
Industry organizations allow you to send your message to their industry-wide list if you don't want to use your own. You can also specifiy subspecialties within your field if you use one of these services.
Co-registration service websites like listop.com (see Resources below) may be a good option. These provide a registration form so that you can offer your email promotions through multiple websites. But do some research to ensure they will reach your targeted demographic, and make sure the lists are properly maintained.
4. Be persistent. Remember that it takes time to build up customer relationships. Sending out one email blast won't work magic. Reptition is key. It's also great to target your messages to what's going on in the world. When it's spring, for example, I let my clients know that I'm offering them the chance to do some "spring cleaning" on their marketing collateral and I offer to write material at a discount if they mention the ad. I do the same throughout the rest of the year, but tweak the message to correspond with current events and other happenings.
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