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Online Business Tips on Effective Email Marketing
By Alison Lindemann
Whether you are involved with a small or large business it is undeniable that techniques are changing everyday. In order to continue to be competitive in business it is essential to evolve your strategy to fit the needs of the current customer. Those businesses that are not in tune with this fact will soon miss out; something that small business owners can not afford.

The age of the telemarketer calling in the middle of dinner is luckily being phased out and replaced by email campaigns. Small businesses are especially benefiting from email because it is essentially leveling the playing field with competing larger companies. Sure mass media advertising still has its benefits, but many small business owners either can not afford such tactics, or prefer email because their results can be measured. This fact is key for a small business owner because they can be certain that their budget is being used effectively. In fact some research has shown that email has the most profitable return when compared to search engine and direct mail. Email can alert customers of specials and new products, as well as help build community.

Knowing your audience is the key ingredient that will either make or break an email campaign. You must understand the demands of your target audience in order to capitalize on your efforts. Luckily for you the majority of those on your email list are existing customers. It takes much more energy to convince a new customer to trust you, whereas someone who has previously bought from you is likely to buy again. A common mistake that is made by email marketers is that they try to reach too broad of an audience. The more specific your campaign is the greater your click through rate will be. Remember you must address what your customer's needs and wants are instead of what you want to tell them. The best way to determine a visitor's needs is to ask them on the email sign up page.

But what good is effectively targeted content if the email is never opened? This fact is true and demonstrates the importance of the email's subject line. A look at the percentage

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of emails opened will give you an idea of the effectiveness of your subject in the email. This line is essentially the first impression you will make yet so often subject lines are so uninspiring and emails end up getting deleted. The best subject lines will include your brand's name and create interest in the enclosed content with some sort of catchy saying. Make sure the subject is not too long either; it is amazing how quickly readers lose interest. This line should also let the potential customer what you have to offer them and why they should spend a bit of time and open the email.

Convincing the reader to open the email is one of the hardest steps, but if you can't capitalize after that, you have wasted your efforts. The content of your email is going to be doing the rest of the work for you. It needs to be straightforward and to the point. The best thing your content can do is talk directly to the customer and address their needs. You need to be offering some kind of information worth the reader's time, or else they will be thinking, "What is in it for me?"

It is easy to want to put loads of information into an email, but don't expect anyone to actually read it all. The best email campaigns are short and to the point. By keeping it short the reader is more inclined to quickly read what you have to say instead of losing interest and hitting delete. If you truly have a lot of information to send out, then just offer a quick overview and some key points with links back to the full version on your website.

The final item to include in the email before closing it is what is known as a call to action. This is where you encourage the reader to act on whatever it is your trying to accomplish by sending the email. Luckily for you the majority of your email list has probably bought from you before, or at least shown interest in the past. This increases the chance that they will continue to show some sort of interest and read your email, and hopefully participate in the call to action. The key is to keep them interested with material that fits the customer's needs. With all of these tips you should be well on your way to a successful email campaign.
Alison Lindemann is an Internet business consultant with WSI, a leading firm for helping businesses succeed online. As the owner of her local franchise, she provides services of Santa Clarita web design, search engine optimization, email marketing, ecommerce, and more for Santa Clarita Valley and Los Angeles based businesses.

 

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