Not all visitors buy from a web site the first time they visit it. Many people visit
a site first to take a look at what is on offer. If a company fails to get the email addresses of these “browsers”, the money invested in SEO and PPC (to get them onto your site) is wasted. Email marketing provides a means converting these casual visitors into customers in the future. It also allows one to continue selling to existing customers.
To have a successful email marketing campaign, you need to create an email list, keep expanding it, and use it to bring customers back to your site. Once back on
the website they will hopefully make a purchase. PPC and SEO will initially bring
visitors to your site, but email marketing will bring them back.
Email Lists
An email list allows you to contact people and let them know what a great service or product you have. Once you have a list, you will want to use emails to keep creating
interest and bring users back to your site.
Legitimate email lists are created when users choose to be added to a list. There
are methods that are considered ethical and responsible for collecting email addresses, and others that aren’t. Be ethical, and use permission marketing techniques - when your customers ask to be added to a list, or willingly give you their email address in return for a service you provide them. Your customers will appreciate it, and you’ll see much better response rates and fewer angry letters and SPAM warnings.
Email Content
Once you have an email list you need to start designing email content to send out. The first thing to consider is the email header or title. It is essential that you don’t deceive people into opening your emails. Be honest! Use catchy titles that get them curious, but don’t lie.
Good grammar and spelling are essential in email communications. Emails can be an important method of increasing confidence and creating a positive perception of your online business. That image in their mind will rise or fall based on the quality of your communications. If your emails are poorly written, grammatically incorrect and filled with spelling mistakes they will create a negative impression and reduce confidence in your website.
If you use HTML content in your emails, be sure to use attractive, appealing designs.
Loud, bright graphics will dissuade people from wanting to find out what the email is about.
Be polite. Courtesy is at times a forgotten art. Treating those you email as real human beings and being courteous will make them remember you long after they close the email.
Don’t think of the email as a letter. It is a form of marketing, so don’t lose sight of the aim of the email. It is meant to bring people back to your site so always ensure that there are sufficient links to your site in the content.
Conclusion
A well-planned email marketing campaign can provide a business with very cheap and effective advertising. It should form a part of any Internet marketing effort.
