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Why Use Permission-Based Email Marketing?
The goal of all marketing is to attract interest in, build desire for, and generate sales of your products or services. Email marketing is a perfect medium to pick up where other marketing leaves off. Email marketing is still one of the most cost effective ways to contact prospects and customers. It's far cheaper than traditional bulk postage mail and in many cases can have a much larger impact on immediate sales and long-term relationship strength than traditional advertising. When done correctly, email marketing can be an extremely powerful and effective marketing technique. It's a medium that allows a buyer and seller to freely communicate with one another and build a relationship based on value and trust. When done incorrectly, however, email marketing can be destructive, erode brand equity, and turn your happy clients into litigious flamers. It is for this reason that one must make sure they send only permission-based email communications to their subscribers. Before we proceed any further, let's define exactly what permission-based email marketing is. It is important to note that there are two types of email marketing. One can either send unsolicited email promotions or send out emails only to persons who have requested to receive them. Unsolicited email is, of course, called spam. Sending spam will ruin any legitimate organization's reputation and brand value faster than mold grows on bread that is left outside in the middle of summer. Rule number one of becoming an intelligent email marketer is to not send unsolicited email. Permission-based email marketing, on the other hand, is used effectively everyday by hundreds of thousands of organizations to build the value of their brands, increase sales, and strengthen the relationships they have with their clients and subscribers. The key difference, of course, is that these senders are only sending messages to persons who have requested to receive them. Let's take a second to understand the key difference between spam and permission-based emails. The Axiom of Value For the last 100 years, companies have relied on traditional advertising in the form of catchy jingles, TV commercials, billboards, print ads in newspapers and magazines, direct mail, hot air balloons, and waving mascots. The technique is to interrupt a radio listener, TV viewer, or magazine reader with an attention grabbing ad that compels the consumer to buy the company's product or at least have the product closer to the forefront of his or her mind next time the individual is making a buying decision. In most instances, advertising is acceptable to the consumer. Most people don't mind seeing ads while watching television, listening to the radio, or reading magazines-or at least they understand that these ads are necessary in order to receive the content they are seeing, reading, or hearing. While technologies like TiVo, DVR, and satellite radio are challenging advertisers to come up with new methods of advertising, other technologies such as Internet television require users to watch a 30-second advertisement prior to the start of a show. The point is, as long as value is provided, consumers will be willing to be exposed to a few advertisements. This same axiom holds true online. As long as your web site provides content that people value, visitors will continue returning to the site even if there are a few banner ads or Google AdWords boxes within the page layout. While some web sites, such as WSJ.com, have successfully switched to a subscription-based model, many more web sites rely on banner, box, skyscraper, and contextual advertisements to earn the bulk of their income. The same axiom, that as long as value is provided, consumers will be willing to be exposed to a few advertisements, also holds true with email. As long as one provides value-whether by providing content on a topic a recipient is interested in or a discount off a product related to one purchased previously-people will allow you to continue to contact them. Each and every email you send of course contains your logo, information on your products and services, and links to your web sites. These items are the advertising and should be surrounded on all sides by the items which make the communication actually add value to the lives of your readers. Spam however, by its very nature, breaks the axiom. Unsolicited bulk email very rarely has any value. Spam is usually irrelevant, always impersonal, and rarely helpful. Everyone with an email inbox knows how aggravating it is to sort through forty new emails to only find two that are from persons you know. While spam may make money for persons in Eastern Europe promoting fake drugs, I feel strongly that sending spam will always have a net negative impact on any legitimate organization. For this reason, we strongly recommend only sending permission-based email, also known as opt-in email. Permission-based email marketing can be an extremely effective way to increase visitor-to-sale conversion rates, build strong relationships with your customers, and turn your one-time buyers into lifetime product evangelizers who recommend your organization to everyone they know. Permission-based email marketing allows companies to develop and sustain relationships with their prospects and consumers by creating value. Permission marketing is about "turning strangers into friends and friends into customers" as Seth Godin likes to say. The nature of permission marketing-building a relationship with a prospect or expanding the relationship with an existing customer over time-allows you to concentrate on the prospects and customers who are really interested in what you have to sell and are more than willing to become repeat customers. The Five-Step Process of Permission Email Marketing There is a simple five-step process in putting a successful permission-based email marketing campaign in place. This process is reviewed below. 1. Start using a permission-based email software such as IntelliContact Pro that allows you to easily create newsletters, automatically manage subscribes, unsubscribes, bounces, and view reporting statistics like opens and clickthroughs. 2. Decide on the type and frequency of email communication you will be sending. We recommend sending at least a monthly newsletter. You can certainly send multiple newsletters if you sell different types of products. You can also send promotional messages offering a discount or coupon for a product or service. 3. Add a sign-up form to your web site so you can start collecting subscribers and import any existing lists of subscribers that have already requested your communications. It is generally also safe to import the names of anyone who has done business with you in the past year, provided you will be sending content relevant to what they purchased. 4. Create a good email template by using a template provided within the email software, having your in-house team create one, or using the custom design services of the email software company. IntelliContact Pro provides over 140 design templates within the software that can be used free of charge and can also develop a custom template for a nominal charge. 5. Develop quality relevant content for your newsletter or message and send it out to your list. Continue sending your newsletters, announcements, or promotions with consistent frequency. As your list grows, you will notice increased traffic (and if applicable, increased sales) on the day of and the days following an email send. By providing quality relevant content you will succeed in keeping your brand mindshare at the front of the mind of your customers and cement strong relationships with your subscribers. Ryan Allis is an internationally recognized expert on email marketing. Ryan is the CEO of Broadwick Corp, providers of the email marketing software IntelliContact Pro. For additional information on email marketing software, visit http://www.email-marketing-software-resource.com
Latest News:Site: Yahoo! News Search Results for news [News] 5 O'Clock Shadow News you can't leave work without: Asamoah makes a deal News of record News of record reports for Chelan and Douglas counties Newport News police seek help on wave of thefts from cars NEWPORT NEWS A rash of summer-night car break-ins and vandalism has police asking the public for help, and warning them to lock their vehicles. Newport News hit with rash of car break-ins NEWPORT NEWS -- Police are asking for help in solving a large number of car break-ins and vandalism cases in Newport News. According to police, 134 cases were reported in the area between J. Clyde Morris Blvd. and Oyster Point Road since June 1. Most of the incidents were between J. Clyde Morris and Middle Ground Blvd. and happened during the early evening hours. Police say many thefts happened ... NEWS ALERTS: Sign up to get breaking news on your mobile phone Get breaking local news as it happens. Enter your phone number: Standard Messaging Rates or other charges apply. To Opt-out text STOP to 4INFO (44636). For more information text HELP to 4INFO (44636). Contact your carrier for more details. Powered by 4INFO. Newport News police search for suspects in string of car thefts Newport News detectives are seeking assistance from the Community, in solving a large number of cases involving damage to, and larcenies from, cars. Newport News police seek information regarding larcenies and property damage NEWPORT NEWS -- Police are investigating 134 cases of damage to cars and larcenies from cars that occurred between June 1 and July 25, according to police. News in brief Here are a selection of brief news items from this week?s paper edition, and possibly a few news briefs that didn?t make it in the paper. Newport News townhouse damaged by fire NEWPORT NEWS A townhouse in the 1000 block of Willow Green Drive was damaged by fire this morning, fire officials said. One of the residents had minor burns to his hand, a Fire Department news release says. An off-duty city firefighter/medic helped evacuate the adjoining homes. News of the Past who has deep genealogical roots to Winston County, provides news from past editions of the Winston County Journal. The Winston County Board of Supervisors posted a notice of the new "Dog Law" which was passed in the July term. Site: news - Google News Arizona News Round Up - San Francisco Chronicle (blog)
MORE RESOURCES: Site: Yahoo! News Search Results for email marketing StrongMail Acquires Marketing Services Firms and Creates Email and Social CRM Agency Powerhouse "ThreadMarketing" REDWOOD CITY, Calif.----StrongMail, a leading provider of online marketing solutions for email and social media, today announced that it has acquired Conversa Marketing and Magnetik, two New York-based interactive marketing agencies with services ranging from email and social media marketing to web design and customer relationship management. StrongMail snaps up two US marketing agencies Email and social media marketing firm StrongMail has acquired Conversa Marketing and Magnetik, two New York-based interactive marketing agencies with services ranging from email and social media marketing to web design and customer relationship management. Global Marketing Resources Offers Low Cost, Performance Based Local Search Marketing Packages for Small Businesses Global Marketing Resources, a California based globally renowned professional Website Design Company offers low cost, performance-based local search services for small businesses. Monetate Sponsors Email Marketing and Segmentation Day at eTail East in Baltimore Monetate, a vendor of choice for testing, targeting, and personalization for websites, is sponsoring Email Marketing and Segmentation Day in Baltimore on Monday, August 9th, 2010, as part of eTail East . Health Market Science Announces Immediate Availability of Email MasterFile for the Healthcare Industry Philadelphia - King of Prussia, PA - July 29, 2010 - Health Market Science (HMS), the leading source for healthcare provider data, software email database of 1.2 million healthcare practitioners (HCPs) including approand advanced analytics, today announced the availability of the HMS Email MasterFile, a comprehensive ximately 875,000 physicians. Top tips: Bringing email into the social media age As social media becomes ever more popular, how can email be used to capitalize on this trend? Hayden Saunders, Technical Consultant, Epsilon International EMEA provides a guide on how best to integrate these two platforms. Lyris Webinar to Explore Proven Relevance-Enhancing Tactics that Improve Email Marketing Email Marketing Luminary David Daniels to Share Tips to Increase Open Rates Hotel Internet Marketing by 2013... Are we on Track? | By Jitendra Jain (JJ) I came across a piece I'd written about 17-18 months ago on the future of hotel internet marketing. The article talked about 5 broad tech trends that I thought would radically alter the way we approached digital / internet marketing for hotels back at the end of 2008. I thought it'd be fun to take a re-look at the article and see how far we've actually come in the last year or more and if those ... Microsoft Launches Office For Mac 2011 Video The marketing video highlights user interface enhancements, including a new ribbon that presents users with the commonly used controls, the template gallery and email improvements. ExactTarget Posts Record Revenue in Second Quarter INDIANAPOLIS--(BUSINESS WIRE)--ExactTarget, a global provider of email marketing and interactive marketing solutions, announced today it posted record performance in the second quarter, boosting revenue by 38 percent over the same period in 2009. The increase in revenue marks the 38th consecutive quarter of growth for the company that welcomed new clients and key renewals in the quarter ... Site: email marketing - Google News Constant Contact Announces Second Quarter 2010 Financial Results - MarketWatch (press release)
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