Online or internet marketing has become a lucrative and significant large industry as more and more business is conducted via the internet. The doors that the internet has opened up are numerous allowing for many different methods of marketing to take place. One such method is email marketing. This form of advertising is adopted by many businesses but getting it right is an entirely different matter. Email marketing has taken on a different form nowadays than perhaps when it first began. With the outcry of spam and junk emails being received on a daily basis, business opted to take a more personal approach, which now is a necessity if you want your marketing emails to make an impact. This approach was enforced with the CAN_SPAM ACT came into play in 2003. This Act stated that any marketing emails sent without permission would be open to penalties. Since then, personalized marketing emails have become the cornerstone of any successful email advertising campaign. While each company’s needs will differ from each other, there are some core principles that underlie all marketing emails. To help you be on the right track we have listed some of these core principles below;
Marketing Emails Principle #1 – Always have permission
As mentioned above, it is required by law that you have permission to send marketing emails to the recipient; otherwise you are liable for a penalty. However, this permission goes far beyond the law. Permission helps to maintain and strengthen the trust between you and the receiver. People that receive unsolicited marketing emails will no longer have any faith or goodwill for the business that sent it. Many businesses nowadays receive permission through incentives such as a coupons or product specials in exchange for receiving their emails now and again.
Marketing Emails Principle #2 – Build your database
One of the most effective ways to not only get permission but to also expand your email customer base is for your current customers to love what they receive from you and recommend it to their friends. This means that each and every email you send out to your database must have meaning and something of value to them. Interesting, informative information for example, specials that keep their attention – offering something of value that will make them want to tell their friends. This is why the content and make-up of your marketing emails are crucial to ensuring success.
Marketing Emails Principle #3 – Have a strategy and be persistent
You need to maintain contact with your database. While you certainly do not want to inundate them with emails – you need to keep regular contact to ensure that they don’t start looking elsewhere or loose interest. It is also important to adopt objectives with each email you send. For example, your introductory email as an invitation for gaining their permission. The second email should outline any future benefits they will be receiving in the future while the third and ones to follow will carry out these promises.
These are just a few principles on how to get it right through email marketing. Be confident in what you are selling, be true to your word and work at building your customer relationships. This does take time but with honesty, integrity and following through on your promises will produce long-term trust and loyalty in your brand and business as a whole.
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