Email Marketing | Developing an Effective Program

If someone tells you that email marketing is dead, don’t believe them. Email is still one of the most productive marketing tools you can use to sell your products and services. Email in extremely valuable for developing a one-on-one relationships with existing customers, delivering valuable content, and up-selling your services.

Those who don’t believe in the efficacy of email are not using the email medium effectively. Chances are these are the same individuals who send out mass emails without segmentation or an understanding of the purchase decision process.

Here are a number of key factors to keep in mind when engaging in email marketing.

1. Build your own email list. Emails that receive the highest open and click-through rates are house-lists. Simply stated, a house list is a database of email addresses that you’ve collected from individuals exchanging information with you on your website.

The easiest and most efficient way to build your house list is to offer an email sign-up (for a newsletter, promotion, or access to valuable information) on every page of your website. The more individuals who opt-in, the greater your database and chance for building profitable customer relationships.

2. Be relevant. This may seem obvious, but if you’re sending the same email to everyone on you email list, you may have fallen into this trap. Relevancy is more than delivering a message that recipients find valuable, it’s also timing your message according to a recent action, event, or behavior.
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Author: Michael Fleischner an Internet Marketing Expert