The Purpose of Email Marketing

The reason you send out marketing messages or newsletters is to widen your customer base and increase sales. Traditional marketing campaigns can be time consuming and costly. Email campaigns, on the other hand, can often be done quickly and cheaply, with minimal use of resources. However, there is always the potential that your message ends up in the junk folder, never to be seen or read. So how do you get people to add your address to their safe list and send them messages they actually want?

From my research and experience, I’ve found that customers want two basic things: they want to feel like they matter to your business and they want deals. If you can provide those things in a newsletter, then you’re going to have a successful campaign.

Many sites will offer a coupon code sent directly to someone’s email if they sign up for a newsletter. This is a great way to get in the door so to speak. It’s a win for you because you’re going to make a sale and a win for the customer, because they were looking on your site with the intent to browse or buy and you’ve just given them an added incentive.

But you can’t only reward first time shoppers, you need to keep people coming back to your site. Even if you can’t constantly send them discount codes, other perks can be just as appealing. People like free shipping, or upgraded shipping, advance sale notices, or exclusive shopping days. Even if they don’t buy anything, you can find out which links they are clicking on and develop new strategies accordingly.

If you’re not selling something, but instead are promoting someone or something – like a band or a political candidate – getting newsletters and occasional news can generate interest and momentum. You can give people early access to ticketed events or be the first to know about new releases or appearances. You can also send press releases on important topics while they’re happening – try doing that with direct mail! You can increase your visibility while giving people the information and access that they are interested in.

I also recommend emailing surveys to your subscriber lists. Whether you want to know what they think of a purchase, how easy your site is to navigate, or the topics they care about, you’re getting valuable information that can easily be fed into data tracking software so that you can evaluate it and respond accordingly. You can do informal polls and follow up on orders, you can ask about the quality of appearances and venues, and anything else it might be good to know from the people that matter to you.

There are so many ways that an email marketing company can help you if you want to do more online marketing! Let me know if you have any questions or want more details about how things work in a future post.