Hello entrepreneurs at heart! today Friday we will talk about a very interesting topic: eMail Marketing. The email marketing or mailings also referred as eNewsletters. Our goal today is for you to learn how to utilize it. Because this is a podcast for entrepreneurs we do not want to get too technical, as our skills can vary. I would like for you to feel like a light bulb has turned on in your head and see how you can apply it to your business for your advantage.
Let’s start by answering what is eMail Marketing? in fact, eMail Marketing is possibly the oldest form of Online Marketing, and today one of the most effective ways to connect with an audience. It consists of a massively sending email that are personalized to a similar audience, with the intention to provide them with some type of valuable information to get them to act in a certain way; typically to get them to purchase online or to come visit your retail physical store. In fact, this is not something new. Even before the internet, this technique already existed, but via our mailboxes in a printed format. And we still get a lot of junk mail. eMail Marketing is the same concept, buy in a much cheaper way,more targeted, without paying for stamps, postage or printing paper.
The keyword for you is Personalized Massive Mailing. What do I mean by this? well, each recipient will receive an email that seems to be designed just for this customer. Remember when you receive and email with a Special Offer that opens with “Dear John” or “Dear Mary”? and this little detail can make your opening rate to improve considerably.
Now imagine, having to write a personalized email to every already existing customer, or thousands of potential business that we want to sell to? it would be a very time consuming task, expensive and very inefficient. What do we do then? The answer: A Mailing Database.
There are many free tools to send mailing, and very professional looking newsletters. What it is really difficult and challenging is to build a high quality database, so when we send an eMail Marketing campaign it can be successful. So, who should be in this list? how do we measure this database quality?
There might be many different variables, for instance, how do we get this contacts? are they currently our customers? are they potential customers that have is interest in what we have to offer? Are we purchasing this contacts from a third party? another factor to consider is the quantity vs quality. You should ask yourself: are these contacts up to date? are people still using these emails? see we need to think of several things when putting in place an eMail Marketing campaign.
The more information we can capture from leads and customers, the better because it will allow us to personalize even more or eMail Marketing Strategies, and be able to send different campaigns to different segments of customers based in their interest, demographics, etc.
We have covered the database, and we said there are multiple free tools to send your email Marketing campaigns, other things to consider is the content. Content is key, but it is also important to pay attention to the email Subjects, pictures, call to action, and how you funnel your message to accomplish your eMail Marketing Campaign goal. It can be a very interesting topic to discuss.
There are a ton mailing tools, here I am recommending the ones I used for my business and that I recommend for that reason:
1. Mailchimp: Send better email. Sell more stuff. http://mailchimp.com/
2. MailPoet: Create email newsletters effortlessly. Send reliably. All in WordPress. http://www.mailpoet.com/
We hope you find this eMail Marketing helpful and practical, this is just the top of the iceberg, and it can be quite fun to explore it in detail. At another future episode we could cover specific tools to help you with eMail Marketing campaigns, let us know if you are interested at our Contact Form! Cheers!