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Effective Email
Marketing |
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Effective Email
Marketing
Email marketing is quickly becoming one
of the most popular forms of Internet advertising. This is
because there are many distinct advantages to the concept of
email marketing. However, email marketing does have some
disadvantages as well. In this article we will examine the
advantages and disadvantages of email marketing and will also
provide some insight into how to plan and execute an effective
email marketing campaign.
Email marketing certainly has a set of
unique advantages over other types of marketing both online
and offline. Perhaps one of the most significant advantages to
email marketing is the ability to reach a worldwide audience
with minimal effort. It is certainly possible to reach a
worldwide audience with other types of advertising but
traditional types of advertising such as television, radio and
the print media are not nearly as effective for reaching
potential customers around the world all at once.
Another major advantage to email
marketing is it is extremely affordable. This is significant
because there are many other types of marketing, including
Internet marketing, which are significantly more expensive
than email marketing. The costs associated with email
marketing are minimal. Ideally you will already have a list of
email recipients who are interested in your products and
services so there is no cost associated with obtaining a list
of email addresses. Additionally the cost to send out emails
is minimal and can be considered part of your regular
operating costs. All of these factors already make email
marketing extremely cost effective.
However, there is some cost involved in
email marketing. Primarily this is the costs associated with
writing the advertisements and creating any graphics which
will accompany the email advertisements. This will require
hiring a writer to write the copy for the advertisement and a
designer to create and implements the graphics. The cost of
these services will vary pretty widely but in general you will
pay more for writers and designers with more experience. This
is because these writers and designers are expected to be able
to produce a higher quality of work than those with less
experience could produce.
The most obvious disadvantage to email
marketing is the possibility of having your email marketing
viewed as spam. This is a very important problem because it
could prove to be quite costly in terms of the profit margin
for your business. Each day Internet users are bombarded with
unsolicited emails serving as advertisements. This problem has
reached epic proportions and the abundance of spam
infiltrating the email boxes of innocent Internet users has to
be cautious and suspicious about any email they receive which
is unsolicited and appears to be promoting a particular
product or service.
Emails which contain subject lines or
content which appear to be similar to spam may be
automatically transferred to a spam email folder by the email
system. Emails which are not automatically deleted may be
deleted without being opened simply because the recipient does
not recognize the sender of the email. Both of these problems
can result in essentially wasted time for the business owner
because the recipients are not even viewing the emails
advertising the products and services offered by the business.
Additionally, they may result in complaints being lodged
against the company for being a purveyor of spam.
Now that you understand the advantages
and disadvantages of email marketing, you might wonder how you
can maximize the advantages to use email marketing to your
advantage. The most important factor to consider is your email
distribution list. This should consist of former customers who
have expressed a desire to receive emails with information and
advertisements as well as potential customers who have also
expressed interest in more information.
The content of the emails should also be
carefully considered. They should certainly highlight the
products and services you offer but should do so without
appearing to be a hard sales pitch. A writer with experience
in writing this type of copy should be able to assist you in
providing insightful and accurate copy which also entices the
reader to find out more about your products and services.
Finally your emails should provide the readers with a call to
action. This should be a statement urging the reader to take a
specific action such as making a purchase or researching a
product.
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