Email Marketing – Part of Marketing Mix

With new advances in technology come new opportunities to connect with your customers. In the 21st century nearly everyone has email and many companies have developed successful email marketing campaigns. This can be an important tool but needs to be thoughtfully incorporated into your overall marketing plan.

In order to reach your customers via email, you need to collect their addresses. Every time you interact with your customers you have a chance to get it. Insert a request for email in your telemarketing script. Ask at point of sale. In your direct mail and business reply cards add a line for email address. Take every opportunity to get your customers to voluntarily sign up for your email list. This is the most important list you can have�these are people that want to hear from you!

While traditional marketing is generally a one way communication, email holds the capacity to start a dialog with your customers. Brainstorm ways to start that conversation and solicit feedback. Quizzes and surveys can tease out the motivations and impressions of your customers. Track which members of your list follow your links to promotions in other media. This is crucial information that will shape your traditional marketing methods.

Often, people research a product on line and then purchase it from a brick and mortar store. This grants an excellent opportunity to track the success of marketing exposure in another media. For example, when you track discount codes and links to printable coupons distributed by email you can absolutely measure the success of that campaign. When you know which approaches are successful then they can be repeated. You can also measure success by segment. Did you get better response from different zip codes? This knowledge allows you to concentrate your other ads in the areas with the most potential.

One of the big advantages of email is that it allows an incredible amount of customization. Use this potential to call attention to specific offers based on a consumer�s profile and preferences. Direct people to specific offers in your print catalog or web site. Customization allows you to more sharply focus various pieces of your campaign to different segments of your list. You can also use email to increase brand loyalty by targeting customers throughout the purchase cycle.

If you are going to use email for marketing, it is crucial that you fully incorporate it into your overall marketing campaign. It should have the same look and feel as your other marketing efforts and should play a specific role. If email is handled by another department or just added on, then you run the risk of looking sloppy and confusing your customers. Determine the timing of email messages related to the larger campaign. Should it hit simultaneously with your print and television ads? Perhaps you can use it as a sneak peek for more loyal customers. Maybe it can be a wrap up to a successful campaign. If planned well, the email component of your marketing efforts can become a crucial piece.

When used as one of many available marketing tools, email can significantly augment your campaigns. Use your email list to create more targeted versions of your marketing efforts. Customization helps personalize and focus your message to different market segments. Make sure email is thoughtfully incorporated into your marketing campaign and not just an afterthought and it can be a crucial asset to your efforts.

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Now you may have heard the saying “the money is in the list”. Today, I’m going to start off with discussing what email marketing is all about and give you a basic heads-up on the subject. In the next two lessons, I’ll also discuss email marketing strategies and the tools (including a complete walkthrough) for setting up and managing your very own email marketing campaign .

Let’s start with the barebones of email marketing, and how it so important for anyone wanting to do business online.

Online Business and Email Marketing

The first point you must remember is that email marketing is just a tool – not a new concept of doing business like Web 2.0 but a time-tested, hardened method for generating profits. In other words, email marketing is just like any other online business tool – affiliate programs, pay-per-click advertising, sales letters, minisites – one of many assets at your disposal.

What makes email marketing so interesting (and important) is its focus on building a positive relationship with your customers. From a marketing perspective, email marketing is simply an online extension of the traditional marketing principle of acquiring “prospects” by taking their contact information and then sending them promotional information via email.

Think product catalogs, magazine subscriptions (advertising within a magazine is the “promotional material”) and newspapers (classifieds) – all of these involve the same two steps:

Acquiring the prospect’s contact information (either by offering a freebie or a discount, or just by asking).

Send regular promotional offers to the “list” – a collection of prospects whose contact information you have.

This is ridiculously simple. There are many more levels and much more depth to the subject (and we will be covering all of it today and in the next two lessons), but this is the essence of it.

The issue that immediately comes out of this is:

What motivation does the prospect have, first for providing their contact details, and second, for buying any products that are pitched to her?

None at all .

Consider a social parallel – if you go up to a complete stranger and ask them to give you their name and email address (or worse, their home address as well) so that you can send them emails about what to buy, your chances of success are going to be very, very slim.

Instead, you have to give the prospect a reason to hand over her email address. More so to tell you her name. And an even better reason for the permission to send her any sort of product or service promotions.

In other words, you have to use the principles of “Permission Marketing” (a term popularized by Seth Godin) – provide the prospect with a valuable enough proposition for her to consider giving you the permission to “market” to her i.e. sell to her.

All of this leads to the first principle of email marketing:

Before anything else, give the subscriber something that she respects and values.

Creating Value .

Everyone has problems. Everyone is looking for answers to these problems.

Marketing – effective marketing – is positioning your product as THE solution to a particular problem.

Combine this with the first principle of email marketing, and you have situation where your first task is to create value for the prospect. In some cases, the “promise” and “proof” of a solution can be enough (like a sales letter). In other cases, you might want to try providing a rudimentary solution in the form of providing some information, and build that value over time by continuously giving more and more to your prospects (like an email newsletter).

Email marketing is all about providing useful information to your subscribers. First, you encourage them to give you their email addresses by promising a solution to their problems (for example, a short report on the real estate market if you are targeting investors). In turn, this translates into permission given by the subscriber to allow you to send them further information via email.

The central core of this whole process is valuable, relevant information. Information that the subscriber is interested in. Information that the subscriber needs .

Now many marketers make a hash out of providing valuable information and instead concentrate on “selling” to the list. Do NOT make that mistake. You first priority is to develop a bond of trust with your subscribers – this will only happen if you learn to give first and foremost.

Building Trust .

Once you’ve learned how to give, you’re ready to build your “list” by using any one or more of a number of lead generation techniques, all of which involve driving traffic to a special “landing page” where you make your “information pitch” (as opposed to a sales pitch) and request the prospect’s name and email address.

But building your list isn’t the only thing you must do. Almost simultaneously, from the moment you have convinced someone to hand over their email address, you are on the road of building a positive relationship with your list. A relationship that is based on trust, where trust can include the following:

Your subscribers consider you an expert in your field (and therefore someone they are inclined to believe and listen to).

Your subscribers implicitly trust you to treat them fairly – this results from a commitment to give first, and sell later. In other words, invest time and effort in your list, and make it show.

Your subscribers expect quality from you, and by extension, they consider any products or services you promote as valuable.

This trust is paramount in email marketing. If you can gain the trust of your subscribers, they will respond to your product offers (provided that you are selling something valuable and not just trash) and, eventually, make you rich. The money really is in the list.

In the third lesson of this series where I discuss advanced email marketing strategies, I’ll cover in detail how you can follow simple steps to ensure that your subscribers trust you, and also a checklist of things that can break that trust (i.e. a NOT to do checklist).

Repeat Customers .

The greatest value in email marketing is that of repeat customers. In other words, through email marketing you can basically send product promotions to your list regularly and continue making money out of the same core list of subscribers.

Of course, it’s a bit more complicated in that, but this principle of acquiring repeat customers is enlightening because it showcases an important fact about business:

You can market different products to the same group of people. If you position it right over a period of time, you will have a situation where a certain group of people are buying new products from you every few months.

Now this works, but only if you are able to identify your “target market” and are creating products and services that are the answers to the types of problems your subscribers need solutions to. Failing to do that will result in unhappy subscribers and a cold list – a list full of subscribers that are not interested in your emails, don’t want to buy what you are selling and are generally ignoring your emails.

Building a list you can contact again and again for continuing profits needs a lot of effort to build and maintain. A large part of creating repeat customers in email marketing is to maintain a long-term relationship with your list – this involves regularly providing information that is useful to your subscribers.

When following email marketing, do not forget that other rules of marketing still apply – if you don’t give your customer what they want, they won’t hang around your website (or in this case, on your list) anymore.

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If you run an Internet business then you know that you need to constantly market to your client list. You know that sending out emails is an effective way to bring in sales. By sending out emails on a consistent basis you are establishing a relationship with your clients. The clients begin to understand how your products can make their lives better. Emails also condition your client by showing them how and why they should buy your products and services.

Sending out emails to your client list one at a time manually can be an arduous task. Therefore, you can utilize an Autoresponder program. The Autoresponder program stores as many email messages as you want allowing you to specify when these emails should be sent automatically.

Following are common questions regarding Autoresponders:

Autoresponder Question: Here’s my situation. I have an opt-in page on my Internet business website. The sole purpose of this opt-in page is to sell my eBook. I have an Autoresponder that is loaded with 6 months of email messages. The question is – After the six months expires should I leave the list of clients in this Autoresponder or remove them?

Answer: Leave these client email addresses in your Autoresponder. This way you can constantly market to them in the future. One of the benefits of an Autoresponder program is that it can create separate client email lists. For example, you can have a client email list of subscribers and a separate list of buyers.

Autoresponder Question: Here’s my situation. I have heard that the “type” of emails you send in your Autoresponder should follow this sequence: Welcome, content, sales, content, content, sales, etc. The question is – In the “sales” type of emails do you have to sell something for specific dollar amount? Or can you just promote yourself in a sales manner?

Answer: In the Autoresponder emails that are “sales” types of emails you should sell lower ticket items. You don’t want to heavily promote your higher ticket items because this can be intimidating to this client list. Instead, selling lower ticket items in this email sequence will help your Autoresponder list get used to you selling to them. You are letting them know that you are going to offer them something.

Autoresponder Question: Can you create a feedback page on the thank you page of your Autoresponder?

Answer: Yes, this is possible. See your Autoresponder program instructions for details. A feedback page may help you to determine the effectives of your website and promotion.