How Email Marketing Works And How It Pays Off

If you have a local business, then you have probably thought about direct mail marketing at some point. If you have been in business for over 20 years then you may have ever tried direct mail marketing during the 80s or 90s. Of course, direct marketing is still being tried today…when is the last time you’ve received a solicitation by mail?

However, the next big thing is not direct marketing—it’s email marketing. Email advertising is cheaper, more effective, more targeted, and much easier than managing a direct solicitation by snail mail. Let’s first explain how this facet of web marketing works.

Email advertisements are delivered through email and if they appeal to a prospect, a link to the website is provided. There is a right and wrong way to go about email marketing and this is crucial. Let’s say you start a mailing campaign in Atlanta, Georgia. You send out email messages in bulk, hoping at least 5% of your audience replies. It seems like a reasonable approach; however, your campaign will ultimately fail. Why? Because you haven’t factored in SPAM filters. Once a message is labeled as SPAM (meaning you probably emailed random users who did not agreed to receive offers) you can be blocked and your reputation will be besmirched. (And you’ve lost a customer for life!)

Therefore, the smartest way to approach email marketing is to give your presentation to targeted viewers—that is, to send high quality email advertisements to regular subscribers. This marketing venue mainly involves designing an email advertising template, a sign-up page, and writing newsletter quality content that entices your prospects to buy.

This method of advertising offers advantages in flexibility, personalization and long-term association. The real estate world teaches us a valuable lesson: sometimes sales do not happen until several meetings after the initial proposal. This is why email campaigning is so effective. You focus on building a relationship with your prospect (so that your audience starts to trust you and view you as an authority on the subject) so that when the time is right, he or she will buy.

Email marketing involves more than just writing a newsletter. It also involves tracking clicks, email opens and other measuring capabilities. Most email market firms have special software that helps you create templates, track results and tailor newsletters. The best software can even keep you up to date on email bounces, forwarding, undelivered messages and sent emails. Most importantly, you can track direct conversions—that it is, email marketing cases that have led directly to an online purchase.

Don’t think of email marketing as a broadcast type of advertisement. Instead, think of it as a personal introduction to a new audience. Keep their interest, gain their trust…eventually this new age method of marketing will pay off.

By: Christopher C. Bradley

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DoubleDome Web Technologies is an Atlanta web design company that provides a full range of Internet Marketing services including Professional Web Design and SEO in Atlanta.