As Internet marketers continue to look for novel ways to find new customer for their clients, most are overlooking the obvious: Each of their clients has an established customer base to work with. One of the best ways to keep in contact with these clients is through email marketing. Why not send an email today and see what happens? Here’s guide to why email marketing can work for your business.
Email Marketing, Not Spam Marketing
I have a number of clients who use our email marketing services and oddly enough, while everyone complains about receiving spam, many think that it’s ok to send it.
I then make several points including the fact that that makes them no better than the spammers, it is illegal according to the Can Spam Act, and that the method is not targeted, making it a waste of money.
Opt-in is Key
The reason why you can legally send bulk emails (often called “email blasts,” “mass emails,” or “newsletter emails”) is that companies like MailPrince.com only allow opt-in emails. That means that people have to agree to receive an email from you. This is done in many ways but the most obvious is by placing a “join my mailing list” button with a form field for their email address on your website. By voluntarily sending you their email address, they are agreeing to be sent newsletters and other company updates.
The 2-Step Process
I will explain this more in a future post but in a nutshell, there are 2 parts to email campaigns: Gathering emails and sending emails. This 2-step process can prove to be very powerful to generate new sales fairly quickly.
Target Market is Key
Your clients are your target market. That’s the obvious point. But you can also make use of other target market streams that flow into your website. If you’ve done a great job at SEO or PPC (or both), most of the people who come to your sitey are your target market. Not only is that better for you since you want to sell to them more than anyone else, they are more likely to sign up for your email where you can update them with important news such as new services, discount coupons, and so on.
You can also take advantage of social media and other online sources to gather emails legitimately but if you’re just getting started, search engine optimization and pay per click are the most direct, best ways to get people to your website who would be interested in signing up.
Why This Works
Combining SEO, PPC, and email marketing can become a powerful sales tool for your business. This form of marketing is very strong because you are able to reach target market website visitors who may have been to your website but not contacted you. As such, you gain a competitive advantage.
Suppose your optimized website brings in 1,000 visitors per month. Of those visitors, let’s say that 10% sign up for your newsletter. That’s 100 people. You then decided to use Pay Per Click (PPC) services like Google AdWords. Let’s say that your PPC campaign brings in another 1,000 visitors per month. Of those, another 100 people sign up.
That’s 200 people per month who have signed up for your newsletter. Now, multiply that number by one year (12 months), and you have 2,400 people on your list. That’s 2400 people who might not have contacted you otherwise but were happy just to receive emails with your specials on them.
So now, January comes around and you are looking for leads. What do you do? Send an email blast to the 2,400 opt-in people and give them an offer they can’t refuse! You are bound to generate sales that way.
Keep growing your list and you have tapped into a new way to generate business using customers that you have but also many that may have gone somewhere else, or not engaged your business to begin with.
How to Get Started
You need to find an email marketing provider that suits your needs. If you’re just beginning, stay away from email marketing companies that force you into long-term contracts. You should try a pay-per-send service rather than a forced monthly fixed rate. Since the Mail Prince Email Marketing Service is about to launch its new website, you can contact me to get you started. If you want to send a mass email blast to clients today, I can help you.
(In the interest of transparency, I will point out that I am involved with MailPrince.com and would like very much for it to be successful.)