Online Marketing and E-mail
E-mail communication is an often misunderstood concept. With so many different uses the main thing we think about these days are spam related e-mails filling up our inbox. Businesses also have growing concerns with employee emails and internet usage. However, the kind of e-mail you need to seriously investigate is one for marketing purposes. Online marketing such as search engine marketing strengthened by e-mail newsletters, promotions and general word of mouth along with other marketing tools can really help to boost your business and customer base.
Many people currently send out mailings simply because they know they should. It is what competitors do and what other businesses do, so likewise they must do it too. The last thing any business wants is to get left behind. That however, does not mean that sub standard e-marketing is going to help you. E-mail marketing is a powerful tool for e-commerce if used correctly alongside strong search engine marketing and other tools.
You need to make sure you plan out these emails, not just send out anything you can. Emails should stand out to various different people so you need to find out who your customers are, what customers you want to have and what is going to make these customers sit up and pay attention to what you have to say. Just as you would treat a customer as an individual in person you should make your customers feel like one online by researching their buying habits and providing offers or deals that they may be interested in. This is known as the segmentation of email marketing lists.
Never send out an email to a customer with your own goals and desires in mind, the most effective message to get across will be one the customer wants and benefits from. So how can you help to make your emails stand out for a customer and improve your company’s e-marketing?
Images are a great place to start, all text emails are boring and tedious to have to read through, try to pull the reader in with detailed quality pictures of your product. Couple this with links to further information so the customer can read all about the product if they wish. Send only the products that the customer is interested in by researching their recent buying activities. What kind of offer is this? How long can the customer take advantage of it? Send a clear concise message to the customer for example seasonal or monthly deals. Some companies will require birthday information to use for online marketing and send you special offers around your birthday ‘to celebrate’. This also adds a touch of individuality making the customer feel special with such a personal offer.
Finally make sure all the necessary information is available such as contact details, how long it is for, how the offer benefits the customer, what it means for them and what products are included. For more information and for some quick examples of e-commerce through emails, please visit our presentation.
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