Let’s get one thing straight – responsible email marketing is the exact opposite of spam.
Learn how email marketing has become an effective, mainstream method of marketing
Thankfully, a recent Globe and Mail article* validates what Internet savvy businesses have known for years.
“Increasingly, the survey suggests, Canadians are becoming more receptive to legitimate forms of e-mail marketing, with about 79 percent having registered to receive e-mail from some sites. That figure was up from 77 per cent a year earlier.”
This survey goes to show that consumers (and business prospects) really want to receive relevant email from companies they are interested in staying in touch with.
Now it is true we all get a lot of spam. Yet, even with all of that unwanted mail cluttering the inbox, email is an extremely efficient and effective marketing tool for almost every business.
Why does email make so much sense?
- You can do more marketing than you are doing right now.
One simple definition of marketing is “having something good to say and saying it often” Most companies do not communicate with their customers and prospects nearly enough. - You decrease delivery costs.
Never before in history has it been possible to communicate with so many, so often, for so little cost. Even small companies can afford to create frequent, professional communications that rival that of a Fortune 500 company. - You can track and measure your marketing efforts with great precision.
You can measure open rates and click rates to determine what offers are more compelling, and who is interested in them. You can use the information to define better offers, and target your selling activities.
Your e-mail list is a huge asset
Start thinking of it as such! Build it relentlessly. Use it to drive sales and customer interest. Use it to make special announcements. Use it to stay top of mind. Most importantly, use it in a regular schedule so it is anticipated, keep it relevant, and respect the privacy of your audience.
*Michael Ryval, “Making a statement on-line“, The Globe & Mail, April 4, 2005. (Now only available for purchase)
