E-mail Marketing

     E-mail marketing can be a successful tool for many companies depending on their products or services. Careful planning, direction, goals and expectations need to be discussed before a letter and attachments fill up the in-box of your trusting customers and potential clients.

     Many companies reply on e-mail marketing from month to month with careful planning surround yearly holidays. Some of the great benefits of e-mail marketing are the following:

• • Return On Investment: ROI can be monitored closely – right down to your shopping cart or sign-up landing page.
  
  
• • Marketing professionals consider e-mail marketing to be the second most effective source of online marketing only to follow behind search engine marketing.


• • Having a list of current customers and potential prospects offers the advertising company the capabilities to advertise new products, services or seasonal announcements to a targeted group of people. Depending on the quality of e-mails within the list, these individuals may be ready to buy, respond or follow through with the call-to-action at a relatively low cost to the advertiser.


• • In regards to other forms of advertising such as the Yellow Pages, printed flyers, printed inserts, direct mail, radio spots, etc…, e-mail marketing can be far less expensive. E-mail marketing can reach your targeted audience instead of the “spray and pray” method of saturating the public with advertisements that fall on disinterested viewers.


• • The time it takes to send out and monitor the response to an e-mail message is extremely brief. In fact, you can be viewer responses immediately and tracking viewer habits within the same hour of sending out the e-mail blast.
  
  
• • E-mail campaigns are simple to monitor and record user data. An advertiser can track users through cookies, message replies, bounce rates, whether or not the message was opened, read, and if the reader had clicked-through to your website. Advertisers can also monitor the activity of their members to view unsubscribe notifications, forward to a friend or removal from a mailing list by complaint.


• • E-mail marketing is environmentally friendly.

     These are great benefits, but we have all been on the receiving end of unwanted mail including blatant spam. It can be complicated for readers to differentiate between spam and sincere e-mail marketing. The problem is that spammers try to disguise their emails as legitimate content from a familiar store, website or agency.

     Even worse, some spammers attempt to go “phishing” for personal data including passwords and credit card numbers. For this reason, a quality e-mail list of 1,000 contacts may only get read by 40% of its intended viewers.

     So, what’s better and more effective than e-mail marketing? SEO, Search Engine Optimization. Successful websites are visible at the moment a ready-to-buy customer is searching for their product or service.

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