7 Surprising Facts About Marketing
Businesses are always seeking new ways to broaden their consumer base. If your business is offering the right product, oftentimes all you need are some creative approaches to market your brand name. In today’s society, marketing your product or services effectively can make or break the operations of an organization. Did you know, many businesses in today’s society are reaching consumers through diverse medias to maintain a competitive edge? Therefore, it is essential to understand the advantages and risks associated in various marketing approaches to ensure your organization remains to be a leading contender. more ...
Your Guide to Email Marketing
It seems kind of unbelievable, but email for the masses did not exist until 1996. Up until that point only businesses and centers of education had email. This was usually intranet and had many restrictions on how you could send messages. In 1996 Hotmail was introduced and suddenly, everyone, had mail. With that boom the marketing industry was given access to real time marketing on a large scale. No longer would they have to plan events weeks in advance and mass distribute flyers. Now, you can target your customers, that day, and track results.
What is Email Marketing?
Email marketing is exactly as it sounds. A business can run marketing campaigns directly to customers whose emails they have captured. Email marketing can be as smooth as a monthly update letter which is conversational but has calls to action to create business or it can be as blatant as an emailed coupon.
How Does Email Marketing Work?
Email marketing works through capturing client's emails. You can have people sign up in your store or through your webpage. When you have an email address you essentially have the client's permission to send them information and updates about your business. The best thing about email marketing is that this is not a list of cold leads. You are not slinging spaghetti to see what sticks. With email marketing you are working with warm leads to create return clients.
What Makes Email Marketing Work?
First and foremost you cannot be spam. You cannot send spam and you cannot come across as spam. In order to have a successful email marketing campaign you have to have a well-designed email template. Some of the things that you want to look for in a good Email marketing campaign are:
- Emails are short and sweet
- Email format is pleasing to the eye and works across multiple platforms
- Have an appealing subject line
- Give information, do not sell
- Use a conversational tone
- Custom Emails to recognize the recipients by their name
What is the CAN-SPAM Act?
When your email comes across as spam it can get you into trouble. The CAN-SPAM Act covers any commercial email. The way that people are marketed to, their ability to unsubscribe and the content of the email is covered under this act. There is a penalty of up to $16,000 for non-compliance. The CAN-SPAM Act states:
- You cannot use misleading header information
- Do not use deceptive subject lines
- State that the email is an advertisement
- Disclose your address
- Offer the ability to unsubscribe
- Honor the choice of someone to unsubscribe
- Monitor what your third party is sending on your behalf
What Should I Look for from an Email Marketing Service?
Email marketing can be a great asset for your business when it is done right. However, it needs to be done right. Do you have the time to do it alone? Can you send out the bulk of emails required without being blocked by your own server? An Email Service Provider, or ESP, can help you get the message out there. When looking for an ESP you will want to look for:
- Visibility of email open rates
- Visibility of click-through rates
- Visibility to see who followed the call to action
- Automatic inclusion of an unsubscribe feature
- Private IP address
- High speed
- Great customer service
- Ease of usability
- Spam checker
What Email Marketing Tools Do I Need?
Email marketing is about content. When you have an ESP that you like you should have access to tools that will help you create the email template. You want your email to be pleasing to the eye. You probably put a lot of time into the look of your website. Your email is an extension of your brand and you want it to reflect who you are. You will need the HTML or CSS template unless you want to have a plain text email. Adding an inline styler will help you add design elements.
Once you have completed the design of the email you will want to be able to view it. Seeing what the email looks like when it is sent is a huge benefit. Again, your email will speak to your brand, what is it saying?
How Much Does Email Marketing Cost?
Much of the cost of email marketing will be in the sending of the email. You will be using their tools to create the email, but you are doing the work to create it. When considering price you need to see how many email addresses you can have and how many emails you can send.