Direct Mail Marketer

Direct Mail Marketing Services California

Why Use Email Marketing

In 1867 the Pony Express made its fastest delivery - 7 days and 17 hours. Route: St. Joseph, Missouri to Sacramento California. Average speed: 10 miles per hour.

The message was President Lincoln's inaugural address.

The riders were 11 to 40 years old and all weighed less than 125 pounds. To make this delivery, the horses had to be changed every 10 to 15 miles.

By contrast, U.S. Postal The provision services and takes at least a day, and further from the destination, Federal Express can get there the night before 10am the next business day.

It is likely that many of you out of this session and return to his office in which to open an email that was sent around the country, even around the world within minutes. Only a fax machine can be compared with the speed of email.

The simple truth is that 94 million American adults use the Internet every day, the number one reason for going online is to check your email. According to a DoubleClick survey, 81% of Internet go online every day to check email. That's too large a number to ignore.

Why is e-mail is so popular?

Because it's easy, quick, cheap response, direct and immediate causes. When you add email to your mix marketing that you spend less time, money and resources than with traditional marketing vehicles like direct mail or print advertising.

From the point of view of marketing, e-mail was initially used primarily to acquire new customers - often through spam techniques. Since then it has passed promotion and customer relationship marketing.
Consumers expect emails to confirm transactions and shipping, and are open to the ideas of their e-mail address is used to promote additional offerings.

Customer service is another area of opportunity for e-mail.

According to a survey in October 2004 Doubleclick, nearly 8 in 10 consumers have used email customer service. A Consumers expect a response from research service, right away, but up to 24 hours is acceptable.

More than that, companies spend 80% of its budget marketing to win new customers but the crop of current customer base costs less and generates more revenue. Each e-mail contact with a prospect or customer is an opportunity market in which it is a brand building and relationship building tool.

So what is the difference between a campaign effective email marketing and one that is contaminated?

The email recipient is the only decision maker what constitutes spam. And the beneficiary pay by electronic mail. Among the main reasons an email will be considered spam: deceit and unknown senders (of course), the frequency and irrelevance (Although permission was granted).

1) You must have some connection with the beneficiaries. The relationship is a broad term in the eyes of the FCC.

If, for example, has a list of email addresses belonging to people who are members the same membership or the organization as it may be a relationship. If you have a list of email addresses belonging to people who have done business with you that is a relationship. If someone has emailed asking for information about your product or service that constitutes a relationship.

The final relationship is the exclusion from the list, people who have specifically requested or "opted" to receive email from you.

When you send these groups is a good idea to make it clear what the affiliation or relationship is to reduce the risk of be considered spam.

Bottom line: relevance, emails sent to the valuable people who requested or agreed to do that are the best people to the market through email.

2) Second, you must have an "opt-out in every email. The best way to manage is an automated process so you do not have to deal with the search for each address when removed from the list. This is one of the reasons why many companies use a mail service to handle broadcast email marketing.

Using a broadcasting service

Another reason to use a broadcasting service is that the email sent does not reveal the addresses of the people who sent the email. This number is an important privacy.

Many professionals are under the impression that Outlook hide the addresses to which e-mail was sent. This is not the case.

Design for the recipient

When designing an email marketing the first thing to consider is the recipient, of course.
Different email programs will interpret your message differently. For example, are based on the web email programs such as the Horde and SquirrelMail will not read images so that the mail is either distorted or filtered as spam. (Handout mail sckansas e)

Other mail programs offer the option to view or not view the images. So your email may appear with several blank spaces.

The solution is to have two versions of the email that was sent to the couple. That way the email program the recipient can determine what version of screen.
Knowing what words to use (Examples 1.2 and triggers)

Another thing to consider is the subject line. Because the words trigger spam filters, the subject line and the message has to be free of these words - in fact, free speech is often a trigger. The header can not o. misleading

The message

By structuring the message, again we must remember to stay away from certain words, phrases or dollar signs. Now this part can be a challenge. Therefore, you may see legitimate email messages with special characters.

e-mail messages should be concise, to the point and make a strong call to action. The idea is to get the receiver to interact with your company to give a lot opportunities and incentives to do so.

Remember, email is a branding opportunity to make sure that reinforce brand messages, foster communication and interaction through web page links to support and respond to email addresses.

Track results

Be sure to follow the performance of your email marketing program. This is another reason to use an email service broadcasting. Through third party service you have the ability to see how many people opened the email, number of people clicking the various links in the e-mail etc. This also allows you to better target your emails to a specific audience or provide more information that people are really interested in.

Like any advertising, e-mail must be done consistently. And, like many marketing strategies, the program must bend to the new challenges and new opportunities. Do not be afraid to vary the format, timing and offers to find the email that works best for your business. And finally integrate email marketing along with marketing - loyalty programs, print ads, etc. "join our newsletter and get further discounts, the savings, etc. "
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This article written by Kimsey Teajai Stradley, interenet Marketing Strategist, title = "Internet Marketing Ideas That Work"> Internet Marketing Ideas That Work - May 2005. First introduced to professional communicators Wichita, May 2005
It may be reproduced and reprinted provided the author information including web link is kept intact.

About the Author

Teajai "T J" Kimsey Stradley has been an internet marketing strategist since 1999.  Teajai holds a Bachelor of Science in Business Administration degree from Friends University, 24 hours towards a Master of Science in Management and an undergraduate degree in Psychology from Wichita State University with emphasis on human factors. 
She is recognized as a leader in internet marketing having been a featured expert on the Wichita Metro Chamber of Commerce website, a featured contributor to the Wichita Independent Business Association newsletter, and featured as the expert on 2 episodes of Minding Your Own Business, a statewide television program. Teajai has also taught as an adjunct at Wichita State University and Cowley County Community College. She has been featured in a number of articles and called upon as an expert on internet related topics in the Wichita Eagle and Wichita Business Journal.  Follow on FaceBook, or @tkimsey on Twitter

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