Columnist

What is email marketing?

To some people, email marketing is synonymous with SPAM. However, a carefully targeted email delivered to a mailing list of interested customers who actually consented to being on your list is perfectly acceptable.

Who do I send the emails to?

Basically you send the emails to anyone in your existing or potential customer base who you think would be interested in what you’ve got to say. It’s important that you have their permission first, of course. This can be gained by asking them to fill out their contact details and clicking a permission tick box when they visit your website or make an online purchase. Narrowing down from everyone who’s consented, you can use various tools to target emails more specifically to members of the master list you think would be most receptive. Good data analysis will allow you to change and tailor your campaign while it is ongoing.

What goes in the emails?

There are various different types of email that can be used within the same campaign, and they don’t all have to give the hard sell. The first email a customer receives will often be a welcoming message. This can be followed by general newsletters, specific information or announcements on new products and promotional offers such as money-off e-vouchers. Ideally, every email you send should be of some value to its recipient.

Each email should also be actionable in some way. That doesn’t mean that everyone should have a ‘Buy’ button of some sort but at the very least it should contain links to various products and the web address of your main business. Don’t forget that you should also include an opt-out or ‘Unsubscribe’ button for people who don’t want to be on the list any more. It’s better not to waste your time or theirs on unreceptive addresses.

What are the advantages?

Almost all internet users have an email address, giving email marketing a potentially impressive impact and reach. It’s quick and extremely cost effective, and experts like little green plane offer affordable email marketing solutions, services and even training. It works best as part of an integrated campaign with other techniques but email marketing certainly shouldn’t be overlooked.

Looking to promote your product/service to SME businesses in your region? Find out how Bdaily can help →