Given the fact that email is the single most widely used application on the web it follows naturally that email marketing is also the most powerful online marketing tool. In a 2004 survey by DoubleClick a whopping 88% of consumers said that they had made an online or offline purchase as a consequence of receiving an online marketing email.
To harness the sales power of emails and create an effective email marketing campaign businesses have to understand not only the benefits of email marketing but also how to create emails that encourage buying action amongst consumers.
Benefits of email marketing campaigns:
q More effective than traditional direct marketing.
q Makes it easier to track the response rate and actual success of the marketing campaign for future reference.
q Email marketing campaigns are extremely economical compared to direct marketing or offline marketing strategies.
q The response rate for email marketing campaigns is five times greater than it is for direct mailing campaigns and 25 times greater than banner ads.
q There is a quick response time with almost 85% of the responses coming within 48 hours of the online marketing campaign.
Tools required for running an effective email marketing campaign:
q The first thing you need to do is set up an email account with a good service provider. Check with your website host if they provide such a service.
q Collect emails of prospective clients using opt-in boxes on your website or offline means. You could also look at email marketing via mailing lists.
q Create an effective email marketing campaign. In addition to designing and creating an excellent email pitch you also need to ensure that your website has been readied to deal with the responses generated by the online marketing efforts.
q Measure the success of your email marketing campaign and modify as required.
Tips for creating emails that work:
q Use a short and catchy subject line that encourages the recipient to actually open and read the email.
q Keep the email itself short. About ten lines is the perfect length. Too long an email discourages customers from reading the content.
q Embed links within the email to your website. Use the email marketing campaign to draw people onto the website and sell products from the website itself.
q Ensure that you do not get embroiled in any SPAM related concerns. Play legal throughout all online marketing campaigns.
Thus, if you are serious about promoting your business via online marketing then email marketing is definitely the most economical, efficient and effective method.
