Whether you are involved with a small or large business it is undeniable that marketing techniques are changing everyday. In order to continue to be competitive in business it is essential to evolve your marketing strategy to fit the needs of the current customer. Those businesses that are not in tune with this fact will soon miss out; something that small business owners can not afford.
The age of the telemarketer calling in the middle of dinner is luckily being phased out and replaced by email marketing campaigns. Small businesses are especially benefiting from email marketing because it is essentially leveling the playing field with competing larger companies. Sure mass media advertising still has its benefits, but many small business owners either can not afford such marketing tactics, or prefer email marketing because their results can be measured. This fact is key for a small business owner because they can be certain that their marketing budget is being used effectively. In fact some research has shown that email marketing has the most profitable return when compared to search engine marketing and direct mail. Email marketing can alert customers of specials and new products, as well as help build community.
Knowing your audience is the key ingredient that will either make or break an email marketing campaign. You must understand the demands of your target audience in order to capitalize on your efforts. Luckily for you the majority of those on your email list are existing customers. It takes much more energy to convince a new customer to trust you, whereas someone who has previously bought from you is likely to buy again. A common mistake that is made by email marketers is that they try to reach too broad of an audience. The more specific your campaign is the greater your click through rate will be. Remember you must address what your customer's needs and wants are instead of what you want to tell them. The best way to determine a visitor's needs is to ask them on the email sign up page.
But what good is effectively targeted content if the email is never opened? This fact is true and demonstrates the importance of the email's subject line. A look at the percentage of emails opened will give you an idea of the effectiveness of your subject in the email. This line is essentially the first impression you will make yet so often subject lines are so uninspiring and emails end up getting deleted. The best subject lines will include your brand's name and create interest in the enclosed content with some sort of catchy saying. Make sure the subject is not too long either; it is amazing how quickly readers lose interest. This line should also let the potential customer what you have to offer them and why they should spend a bit of time and open the email.
Once you have convinced your reader to actually open the email, your content must do the rest of the work. It is essential that the content speaks directly to the reader and addresses their needs. I often find myself reading emails thinking, "What's in it for me?" This question needs to continually be addressed to assure the customer that what they are reading is worth their time.
It is easy to want to put loads of information into an email, but don't expect anyone to actually read it all. The best email campaigns are short and to the point. By keeping it short the reader is more inclined to quickly read what you have to say instead of losing interest and hitting delete. If you truly have a lot of information to send out, then just offer a quick overview and some key points with links back to the full version on your website.
Before wrapping up your email give the reader a call to action. You should have a specific goal that your email marketing campaign is trying to accomplish. Most often you will want the reader to do something; include this opportunity before ending the email. Most of your email list have either already made a purchase before or have shown interest in your product. The mere fact that they have shown interest makes it more likely that they will take a look at what you have to offer. If you can keep the email interesting they are bound to continue their business with you, making your email marketing campaign highly successful.
Alison Lindemann is an Internet business consultant with WSI, a leading firm for helping businesses succeed online. As the owner of her local franchise, she provides services of Santa Clarita search engine optimization, web design, email marketing, ecommerce, and more for Santa Clarita Valley and Los Angeles based businesses.
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