The concept of email marketing is not a new one, however many organizations are yet to embrace this marketing concept as much as they ought to. There are lots of concerns that go with email marketing. They include but are not limited to the following:
· Will my emails be treated as spam?
· Is email marketing a waste of time and effort?
· In the end, will it help my work help a lot?
Some businesses will say that the time spent on email marketing isn't worth it to them, and the profits they could make from it don't even begin to offset the time they spent.
The truth of the matter is, when it comes to marketing, most studies have shown that email marketing works better than other marketing strategies, including the use of social media. This does not mean that other marketing methods should be rejected, because a healthy marketing plan is one that uses various marketing techniques to complete marketing objectives.
How does email marketing work?
It's best to think of email marketing like any other marketing method, except for the use of a paper, printer, and ink. Electronic mails containing what is usually sent by mail can be sent as postcards to announce an upcoming new sale, a new item, or even give coupons to valued customers. The path they take is to collect email addresses of existing customers and potential customers. The best way to do this is to have a area on your website to collect emails. For example, a call-to-action form that allows customers or prospects to sign up for email offers. This will allow you to legally obtain and use the email address to send your email marketing materials.
There are companies that offer bulk email lists. The issue is that there are risks in this that need to be highlighter. You must understand that you can only send emails to those to whom you have permission to send this email. Therefore, buying email addresses is not always the best solution. Note that the United States has the CAN-SPAM Act, enacted in 2003, which makes it clear what businesses can and cannot do when it comes to email marketing.
CAN-SPAM Act of 2003:
There are certain rules to follow when sending email marketing materials:
a) Always make sure your subject line conveys what you are writing about and is in no way misleading or false. For instance, a good subject line is going to be: Discount sale to valued customers only! A tricky subject line would be something like: You have won $200!
b) Also make sure you tag 'to' and 'from' respectively. You need to make sure your name or business name is properly represented so readers can know the source of the email.
c) There should be a link to unsubscribe at the end of the mail. You must give your readers the option to opt out of receiving your email marketing communications if they choose to do so.
d) Every email sent as advertising must include this contact information. Also, there should be a physical business address provided in the email.