Is email marketing right for your business?
If you’re one of those business owners who have heard of email marketing but have always dismissed it as ‘spam’, then you may be missing out on a potentially very powerful way of attracting new customers and engaging old ones. However, even we wouldn’t pretend that sending out mass emails is something that is always effective, which is why there are certain factors that you will need to consider.
For one thing, don’t presume that email is now ‘old hat’ and social networking platforms like Facebook and Twitter have now completely taken over. The truth is that people still continue to use email heavily for work and play, and there’s no reason why you can’t cost-effectively combine email marketing with a social media marketing campaign for maximum coverage. Remember that with the emergence of smartphones and tablet computers, people are even constantly checking their emails ‘on the move’, so that potential target audience remains as captive as it has ever been.
Make your emails worth sending!
However, there are still ways of falling into the ‘spam’ trap that you will be eager to avoid – not least because you won’t want your company to attract an unfortunate reputation as one that fills up people’s inboxes with poor quality and cynical advertising. That’s why you really should make sure that your emails are at least being sent to people who are likely to appreciate them. Consider the people who are most likely to need your products or services, and give your online visitors a quick and easy way of signing up to receive your newsletters.
It’s also really important to consider what worthwhile content can be included in the emails that you send out. To build your company’s authority in its field, it’s a great help if there are constantly new and exciting developments happening in your industry. If not, you may still be able to provide periodic tips and tricks that are linked to something topical – but tread carefully.