Archive for Email Marketing
Marketing Through Email And Issues Surrounding It
Posted by: | CommentsEmail marketing is one of the forms of direct marketing, which is done via Internet. Emails are sent to potential customers to boost the business, and gain the trust of the customer by disclosing relevant information and help them to make good shopping decisions. It also enhances the relationship with a current customer, by repeating business with them. In simple words the procedure of sending emails to customers is known as email marketing.
The major advantage of email marketing is that it doesn’t consume a lot of time, is minimal resource consuming and is also cost-efficient. Within a short period, a large audience can be targeted. Features such as Subscriptions, bounced messages, web bugs, and click through help enables businesses to track potential customers. Since the customers can be directly reached, feedbacks can be collected with ease. In terms of cost also it is not as expensive as newsletters. Reports have proven that this is the next best marketing technique after search marketing. It is effective in tracking the returns on investments.
Email marketing is a modernized version of mail marketing. The advantage over direct mail marketing is that it takes less time to reach a customer than mailing. Like people check their mailboxes daily, inbox is also checked by majority of the Internet users on a daily basis. Over the period of time, lots of helpful tools and web services have been developed. List host is web service that provides lots of options to the marketers like managing huge emails and email address database. If the budget is more, list managers can be hired who can be given charge of opt-in-email newsletters and managing databases. Software is also available in the market that does this job too.
When the customer fills the form for the first time, there are check boxes to be ticked which reflects their interests. Depending on these choices, an advertiser sends information to them, this is known as opt-in-email advertising, because the customer has opted to receive emails and marketing like this isn’t illegal. The content of the email can be elaborate, but it shouldn’t be too long as people are really busy for that. The call to action, also known as effective words, in the email should be chosen with care. It’s not necessary that the content should revolve around only one item; related product’s information can also be included. This is known as cross selling. By using email blasting or sending an email to multiple customers at a time can save a lots of time and will also increase the efficiency.
The dark side of email marketing is spamming or also known as bulking. Some companies collect email addresses of people illegally and send irrelevant mails to them, which can be very annoying. Some hackers design an email like an advertisement, but when clicked on downloads adware and viruses that can destroy a computer, which makes it even more dangerous. To make matters worse, the Direct Marketing Association of America has petitioned to make spamming legal. Some prohibitions are also placed on providers who help out business organizations to manage their email marketing by giving them already prepared email templates.
Most of the mailing websites have added the facility of separating spam from genuine email by creating separate folders for both and this is known as spam filtering. But in case of large number of spam mails, a useful mail can go into that folder and can go unnoticed and gets deleted with the rest of the spam mails. This kind of mail is known as false positives. But the chances of this happening are rare. There are many laws against spamming like United States” Can-Spam act, Europe’s privacy and electronic communications regulations. According to these laws, the companies should get their return address authenticated, false physical addresses should not be included and a one click unsubscribe link should be place in the email. The lesser penalty involves companies sending spam to be blacklisted and on a larger scale, they can be heavily fined.
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How To Choose The Right Email Marketing Software
Posted by: | CommentsThere are hundreds of software available in the market that specializes in email marketing. Choosing the right one may prove to be difficult, whether you are new to this kind of marketing or already an expert.
But before you choose the right software for your business, you have to first decide if you are willing to do the full cycle marketing yourself, or you want to completely outsource the task to a third-party marketing agency. Having a combination of both is also possible.
If you are a busy person and you want to focus on other important things about your business, you can opt to outsource your email marketing campaign as it will not require time and effort on your part. The results of outsourcing your marketing campaign are usually better because these third-party companies specialize in this kind of business. There are also instances that their services will cost you much less.
However, doing full cycle marketing yourself also has its own set of advantages. Since you are the one doing it, you have full control over the whole process. You can do whatever you think is best and it provides you more flexibility. When talking about long term benefits, doing the marketing yourself can prove to be cheaper than paying an outsourcer regularly.
In case you decide on doing the full cycle marketing yourself, you would need to choose a good email marketing software to help you in your task. As there are hundreds of software around, it may be difficult to find the good one.
Tips on Picking the Right Ones
To guide you on choosing the right email marketing software that will work best for your campaign, here are some tips that you can follow:
1. Buy software that has its own specialization. Yes, it may be cool to buy a software that can do a lot of things in one package. However, it is not what you want because it may not be able to do best what you really want in a software. These all-in-one software are also complicated to operate most of the time since it allegedly does a lot of functions.
Email marketing has several segments – getting email addresses, managing them, creating message, sending the email and analyzing the results. Thus, it is really best to choose a software that specializes and focuses its functions on email marketing itself.
2. Choose a software that can easily be incorporated with other mass mailing software and email marketing services. It should also be not vendor specific.
3. Pick a software that is simple to use and will work for most computers. The software that you choose should also not require any additional application or hardware for it to run properly.
4. A good email marketing software should also be something that will allow you to pause or terminate the application even in the middle of the process. It may not sound significant at first, but in the long run when your marketing volume increases, you will realize the importance of that feature.
5. Email marketing is a dynamic process. It is ever changing and rapidly growing in the marketing arena. If the software that you are looking to purchase is a product of a company that actually specializes in Movie Players, then it may not be the best to choose. This software may not be able to keep up with the rapid pace of the industry. Thus, it is best to buy from a company that specializes in email marketing.
These things are just some guidelines to give you an idea of what should a good email marketing software be. You can read reviews of these software from different sites to know what their pros and cons are.
Make a list of a number of software that you think will work for you. Then try to search for more reviews about them. Knowing what their users say about the product will give you an idea how the product works.
Try to also check if the software has a free trial version. If so, take that opportunity to try the product and get the feel of it. This will help you decide better on choosing the best software that will do its job and one that is user-friendly as well.
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Please take a moment and buy us lunch or a java!Take Care Of The Email Deliverability Problem
Posted by: | CommentsThere is something fundamentally wrong about email deliverability being able to get in between your customers and you. Under the old model of internet marketing where online businesses basically did mass mailings to anyone who had an email account, the deliverability problem had a huge impact on the payback you got from using a mass mailing service to send your marketing email out to 10,000 or 100,000 random potential customers.
But that old model was never that good in the first place. For one thing, even though the mass mailing services told you they had access to thousands of ‘valid email addresses”, who knows if they really did? But even if they had a low “bounce rate”, this scattershot method has never been the most effective form of marketing on or off the internet. Even before internet marketing became a big part of how you do business, a better business model was to build a relationship with a niche market, market to that niche by capitalizing on the relationship and then see a greater return on your marketing investment because the you are working with a client base that has an identifiable need that your product or service addresses.
This new model works just as well online. You build your relationships with your client base on your web site using interactive techniques. You establish relationship and trust through the sales and support process. Then with that mailing list of established and “real” customers, you launch your email marketing plan on much firmer footing.
But email deliverability continues to be a fly in the ointment because working through public ISPs, you have to jump through the hoops that are there to trap old model spammers just to talk to customers you already know. And if you don’t, you will see spam traps and other controls stop you from having access to your established customer community. This kind of restraint of trade, even if unintentional, is unacceptable. So there is good reason to take control of the email deliverability problem.
You have the resources to take that control through your mailing list and your online registration of web site members. In that you have a domain, you also have the ability to give your customers an email account on your domain. This is a bold step but by using some technical wizardry, you an automatically give your customers a private email account on your domain with your business domain name that becomes part of their identity. Your customers will love it because it is an email account they can use for anything and you and sweeten the pot by running contests and give aways exclusively through your own private email network.
The next step is just to let your customers collect their private emails through their local copy of Microsoft Outlook or whatever email client they use. Your internet technical gurus can come up with a script that can automatically set up the Outlook parameters so the customer can have that up and running in a matter of moments.
Presto Chango, your private email network now goes directly to the customers desktop email server. There is no spam because its private. You have 24/7 access to that email account for marketing and because you control that domain completely, email deliverability problems are a thing of the past. So stop jumping through ISP hoops and fighting the mass mailing spam filter wars. Take control by building your niche market and then equipping your niche market to communicate directly with you. Its smart use of technology and you can kiss email delivery problems goodbye.
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Please take a moment and buy us lunch or a java!Permission Is Not Optional In Email Marketing
Posted by: | CommentsPermission is not an optional extra, but is the basic apparatus in email marketing. Permission is the key component in gaining recipient trust, optimizing deliverability and getting investment returns. It is practiced by all legitimate email marketers. But many new email marketers, especially those from print, television, radio and direct mail background resist the idea of taking permission. They fail to realize that email is different from the rest as it is a personal medium, similar to telephone. And the result of decline in telemarketing is a clear proof of this malpractice.
Email marketing isn’t about smacking the recipient with one email after another nor is it about list size. Initially some do get okay results when they do not take permission. These kinds of marketers send out floods of email to email list gathered in trade shows, from white paper downloaders and visitors. But for most of the marketers, mediocre result is not the goal. When subscribers give permission for emailing, results such as increased response rates, better deliverability, and increased brand affinity and trust can be seen. It does take time to build a list based on permission and to send out relevant messages to targeted readers. This list will become shorter by the day if this list is an unsolicited email list. In simple words, permission helps in achieving better results and it is the only method to build strong relationships with customers via emails.
Few marketers think that their non-permission programs are bringing results which are just fine. But when they review their open rate, click rate and conversion rates, they can conclude that they could have improved the results by at least five times if they had used the permission based approach. Permission not only means the subscriber’s consent of receiving emails from the company. It can be further broken down into expressed consent and implied consent. Expressed permission is what the subscriber gives when he fills the opt-in form or clicks on the email permission checkbox when he is filling the registration form. Implied permission is not given actively, but is a following result of another actions like not un-checking the pre-checked email permission box. This practice is not healthy and can affect the relationship with the customer. Therefore, expressed permission is the acceptable one. Implied permission can also be expressed as opt-out.
The U.S. issued law for commercial email in 2003 which is also called as CAN-SPAM. This law allows opt-out marketing if certain conditions are met. The opt-out emails should include a working unsubscribe link. The commercial email should be labeled as a promotional email if affirmative consent is not given by the recipient. This law only has legal criteria and does not promote opt-in or best practices. Opt-out email marketing gets the company blacklisted instantly. This means most of the money and time spend in emailing is wasted. In opt-out email marketing, there is a high chance of sending emails to addresses which do not exist or which block the messages.
Opt-in email marketing is of two types: Single opt-in and double opt-in. In Single opt-in, the subscriber is automatically added after the completion of web form or after emailing a request. In Double opt-in, also known as confirmed opt-in, the subscriber is sent an automated email message immediately after the request to which the subscriber must reply to confirm the subscription and to be added to the email list.
Statistics and surveys have proven the benefits of using opt-in email marketing. Instead of wasting resources on people who aren’t interested in the company’s services or product, a small part of the same resources can be utilized effectively by reaching out to the targeted customers.
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Please take a moment and buy us lunch or a java!The Only Real Email Deliverabilty Sure Thing
Posted by: | CommentsIf you ever looked at the hundred of spam messages that get caught in your email filter, a common reaction you might have to the ploys these marketers are trying is “They must think I am stupid.” What is particularly amazing is how hard email mass merchandisers (spam artists) go to great lengths to overcome spam filter methods to get their email into your email box but how little effort they invest in to not get deleted once they get there.
I was watching spam one day and I noticed a couple tricks that the marketers were trying to use. One was to include long strings of unrelated words on the theory that some of those phrases will draw the customers attention so you will open the email. But in the process the email was gibberish and it was immediately deleted so all that hard work was for nothing. Another ploy was to use a image of the message so that it could not be scanned for flag words that would be caught by a spam filter. It didn’t make the promotion any more appealing even if it did get to my email box and it got deleted.
The reason none of those emails ever work is that those marketers have no reputation with me. And that one word “reputation” is at the heart of how to overcome the deliverability problem and assure that a greater percentage of your emails gets all the way to your customers. To make sure that happens, you have to build trust with the customer. You have to build relationship so when they see your email come in, they want to read it. That takes work and it takes ongoing effort not only to build relationship with those customers but to maintain it. But it is the only real email delivery sure thing that will work every time. A good email reputation means more delivered emails and more sales. And when that reputation is hurt, so are your sales.
Have you noticed how often when you sign up to use an online service, they boldly display a guarantee that your email will not be used for promotional purposes or sold. There is one reason they are doing that. That company wants to build trust with you so if they contact you, you will trust their email and so you will continue to give them your private information for an ongoing online commerce relationship. That “friendship” between customer and merchant is pure gold to any online business and that is the kind of relationships you must build with your customers to make email deliverability issues become a thing of the past.
Any study of the real experts who are trying to solve the email deliverability problem will focus on this one issue – email reputation, trust and authentication. Internet customers take it seriously because to have access to their real email box, you have to deserve it. And to deserve the right to sell to a customer, you have to establish trust. They have to trust you that you are “for real” and not an internet scam. They have to trust you that you will offer them value both in the product or service that is your business but even in the email you send to them regularly. And they have to trust you that you wont betray their trust by spamming them or giving them over to spam operators who will trod on that trusted relationship to try to get a cheap sale.
You probably remember as a youngster your father telling you that trust is not something you can ask for. It is something that is earned. But you don’t just earn it once, you continue to earn it over and over again every day. That is what you must make your corporate ethic when dealing with the customers you sell to online. Treat them with respect and earn their trust. And if you do that, they will reward your respect with internet traffic on your web site and with sales. And that is how to prosper in an online world.
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