When the notion of email marketing“ was set for the first time, it was based on permission. The so-called solution which the classical marketing has built in order to counterbalance the negative effects of „noise“ and „overcrowd“ of commercial messages was meant to increase and thicken their number. As a fatal consequence that we all had to face – an even higher crowd, less efficient and higher and higher costs which were suffocating us all. But there is an antidote to that: the marketing based on permission/ allowance which presupposed the act of asking the client for permission to send the marketing messages. Therefore, the client will be available for the item, and he will be willing to wait for the message, get exposed to it and, maybe, even, swing into action.
Email marketing is a form of direct marketing, based on „obtaining“ permission. It is one of the most efficient marketing guerrilla weapons, if it is used correctly. It is based on building a list of correspondence and sending a relevant message to the „recipients“. Both elements are as important for providers, who are sending them off, as they are for the prospects, receiving them.
In order to gain people’s trust and draw people’s attention to your email marketing campaign, your message must follow the rule of 80-20, that is: 80% minimum of the information must be of great interest for the person receiving your message, and 20% maximum should refer to the promotion of the product or service itself. The message can be wrapped up in different packages: from a newsletter, white paper, and case study to tips & tricks or weekly intelligence. The important thing for the receiver is to understand that your product will provide him with a certain benefit that he lacked so far.
Although this business type of messages is usually a bit stiffer and uses an official tone, the international tendency is towards a rather friendly and empathic tone. Periodical newsletters are used in order to establish long-term relationships between the company and clients, the employees or the suppliers. The periodical messages are always sent to the company data bases, while the „one-time sent“ messages are legally sent to rented data bases. The messages which are sent only once need to work as time-sensitive communication tools.
Nevertheless, in real life, things are not as simple as they look. You need to constantly learn and update your knowledge to the fast-paced internet world. It is advisable to own the state-of-the-art technology and to learn about how to use it. You’d better get yourself an „auto-responder“ which will perform most of your „follow up“ activities. It can track clients, confirm orders or customize your messages. In this way, you’re not only saving valuable time, but you can also be sure that your clients are kept posted with the necessary information.
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