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Email Marketing and Local Small Business

Time:2010-03-06 18:10:02 Source:Ezinearticles Author:Jake L Jacob

The three principles in email marketing are to connect, inform and grow. Business emailing is sending email communications in a professional manner to an interested party. It's information that your audience finds important. In professional emails,do not spam. In other words. get permission to send information. And better what type of information they are interested in receiving. In other words don't send information about classic muscle cards to customers that want information about the latest gas saving features of the latest models. Or send information to a hotel visitor that is a businessman about wedding arrangements.

If you do you'll lose credibility and your messages will be deleted. Over 147 million people use email and most use it everyday. The economics of email is fractions of pennies on the dollar compared to traditional methods. And you are saving the planet. Using a service provider can be a good idea. It will produce easy-to-use templates. They can reinforce your brand identity. The email is addresses is only to the recipient. And you can also manage list and daily add and remove addresses. Overall this this will help your results and allow you to track them with more accuracy.

So to get started started keep these three items in mind:

1. Making Connections

2. Informing your audience

3. Growing your business

A.First build a quality a quality email list. It is very important to get permission-based marketing.

B. Build a valuable contact list.

C Keep your list current.

Build your list where you connect. Your touch points.

The counter, the waitress, the entrance way, a memo to a cubicle, a guest book, website sign up on correspondence and services. Sales calls and all materials. All touch points must be exploited. May it a test, a game, a challenge. Live prizes to customers and employees. Make it fun. In your communication keep your logo and brand identity, describe your email content and how often

Ask about customers interest. What do you need to do for them to be relevant? Find out what they want. Ask for additional information whenever possible. The more accurate and personal the better. In other words if you got a email saying " Dinner special tonight" or Jim - Your Favorite Mariachi music begins at 8 p.m." which is going to have you salivating? Provided you like that dish? But you get my drift. So many businesses think this whole social media thing is an afterthought but it's really the thought that goes into it that makes it or breaks it. Ask you build your your list ask yourself these three questions. Are you checking contact info at every touch point? Are you asking permission? Are you telling the customers how often, what will be in the communication.

The next big factor in Email Marketing is CONTENT.

Content can be a mix or singularly. Promotions, Informational, or and Relational. These are all a bit different.

Promote - Motivate purchases, increase event attendance

Inform - inform potential customers, differentiate MY business vs. YOUR business.

Relate - Increase loyalty and encourage more referrals.

Now back to content:

Share your knowledge, use facts and stats, give guidance, provide detailed directions, offer coupons and discounts,give an exclusivity pitch, create events around contests and pay-it-forwards.

Finally, be humble and acknowledge your followers, fans, clients and tribe.Unlike this lengthy post. KISS. Keep your email concise. The shorter the better. The greatest open rate I have ever gotten on my email campaigns are tow phrase are: "Good News", and "Quick Question". In your email you always want a clear and simple to see call to action. Also, have the ability to print out a coupon,address, phone number, map, instructions for reading the email, and instructions for saving the email. Finally, describe what's in it for the customer and what do they need to do right now.

A lot of people ask me how often do they need to communicate. Depends. Send them as often as you need to is the simple answer. If you are running a non profit probably once a month. A Church, once a week. A club once or twice a week. BUT should have a master schedule that you adhere to like glue otherwise you confuse people. And when in the day? Test! Maximum impact with minimum intrusion. Real easy way is make a few phone calls and ask.

So for your final check list.

Are you trying to promote, inform or relate?

What is your audience interested in?

Is your email format branded and supported of your message?

Is your email concise and does it include a strong landing page?

Is you email being sent at the proper time and at the proper
frequency?

Well, after you have done all this what would be the worst tragedy? It would be that nobody reads the
email.

Principles:

Subject Line: Short and Simple 5-8 short words.

Why should I open the message? Incentive the message. e.g. Two
viruses that will kill your pets.

Use proper grammar

Don't Spam: FREE! OPEN NOW!

Points about open rates. Don't get too concerned about open rates. They can be very misleading. For instance Smart phones don't register images but doesn't mean message has been read. Many don't get open because box is overloaded or server is down. Main thing is to compare with past campaigns and do graphs and get a general feeling of what is going on.

Content is largely based on Eric Groves lecture at Inbound Marketing and I have included the whole seminar for you about email marketing for business success

Jake Jacob works with Cagorabiz. Cagorbiz is dedicated to helping small business grow using the internet.
http://localmarketingtucson.com

Article Source: http://EzineArticles.com/?expert=Jake_L_Jacob

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