September 6, 2010

Begin an Email Campaign

E-mail marketing has evolved, moving from simple one-way messages and autoresponders to a much more sophisticated way of communicating with your customers. There are a few basic things you need to know about e-mail marketing to build deeper relationships with your customers to generate revenues, grow your business and get ahead of your competition. They are,

Efficient & Effective Communication
Build a List
Even if you only have 10 e-mail addresses, you need to start somewhere. Add those to your database. Once you have your list started, make sure that you launch a campaign to keep in touch and in front of your contacts without overwhelming their inbox. I suggest two e-mails per month maximum. It's not about e-mail quantity; it's about quality.

Set up Contact Information Capture Forms
It's easy to add forms to your website or blog to allow visitors to give you their contact information, such as e-mail address, name and phone number.

Decide What You Want to Accomplish
Before you launch your first campaign, you need to decide what it is that you want to accomplish. Do you want to deepen the quality of relationships, take your list through the sales cycle, educate them? Why are you sending your e-mails? Set clear goals before you send your first e-mail, and build your messages and campaign around those goals.

Set up Auto-respond E-mails
Set up at least six e-mails that will automatically release on the dates and times you choose to send out to your list. Keep them short, simple and to the point. Do not make them "sales pitchy"; use autorespond e-mails to educate and build relationships, and the rest will follow.
Add Triggers to E-mails
Triggers are used to send clients into a new sales cycle based on topic. If your client clicks on a link in one of the e-mails you sent her about your product or service. As soon as she clicks on that link, it automatically triggers the release of a message sending her information about a similar product or service based on the original link.

Monitor Results
Once per month, look at reporting to see which e-mails are more effective and have a higher rate of opening as well as click-through. Use the lessons learned to build your next campaign. It's important to know how your list is responding to the e-mails that you send. If you aren't getting a good click-through response, the problem is either the quality of your message or the topic.

E-mail Marketing is an effective way to increase relationships, response rates and conversions through smart, targeted communication.


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