Welcome to Marketing Mastery!
In each of these newsletters, I bring you the absolute best information about marketing your business. The bottom line is that you want new customers and you want more business from your existing customers.

Fresh Media Works

Are You Using Email Marketing?

Usually people are very polarized about email marketing.  They either hate it or they love it.  Let me set a few things straight so that you can make a more informed decision when deciding if its right for you.

Email marketing has a reputation issue.  Many companies think that sending emails to prospects or clients for anything that doesn’t involve their project is spam. While this may be true in some cases, you can make email marketing work for your company AND  make the recipients happy to be included.

In fact, there are a lot of reasons why you should be using email marketing – engaging your existing customers and gaining new ones, in addition to other visible benefits.

1. It is Cost Effective
When considering email marketing versus direct marketing, email marketing is much more cost effective. A direct marketing campaign can run you thousands of dollars for one small newsletter, whereas email marketing costs a fraction of that.  In addition, e-mail marketing is targeted – which means you can contact only the customers you know are interested in what you have to say, and build brand loyalty by providing useful, relevant information in every e-mail you send out.

If you are looking to manage your marketing budget and get more bang for your buck, then email marketing is an excellent choice.

2. It Provides Trackable Data
With email marketing, you are able to track data that can help see how your email marketing campaigns are doing. For example, you can see quickly how many people open your email; how many people click on links you are placing in that email, as well as the number of conversion (i.e., sales,calls, contacts) that are generated by your email marketing campaign.

You can track which customers have forwarded your emails, unsubscribed to them or marked them as spam, so you can see how your emails are being received. This data will help you figure out the types of content that work best for your customers.

3. You Can Automate your Campaigns
Unlike direct marketing, email marketing can be automated, making it easier for your company to schedule emails months or weeks in advance.

This can be an incredibly useful feature, especially if you offer seasonal sales or promotions or other events that are already planned for the year. With email marketing, you can set up your email newsletter in advance and schedule them to be sent out on a specific date to let your customers know about your sale or promotion.

4. It’s Immediate
Your emails are sent instantly to the subscriber, and you don’t have to wait days or weeks for a direct marketing campaign to reach them, or wait for your potential customer to find your website through banner ads or blog posts.

If your email contains relevant, well-written content, you are helping build a relationship with your subscribers, thereby increasing the chances that they will turn into customers and that your current customers will remain loyal.

5. It Can Boost Sales
One of the most important reasons your company should be using email marketing is because it can boost sales. Now, don’t assume that means you should send out a sales pitch in every email campaign.  In fact, the more successful email campaigns often NEVER sell.  This is a long-tail approach.  You are not only building brand loyalty by providing useful information (kinda like this email you are reading,) but you are showing your reader that this is NOT about you.  It is about serving them – your customers/clients.

Sure, if you have a special promotion – by all means mention it, but unless it is truly an amazing deal, it could be perceived as spam.

This email campaign is a perfect example.  While I do sometimes put a link to a special or new service, most of the time the only links are to a) contact me or b) promote some of my other clients.    This newsletter isn’t going to change your life, but it isn’t going to waste your time either.

If you are like most of my clients (and readers to these emails,) you will read through most of my Marketing Mastery emails nodding your head and thinking you are slightly better off for having the information.  If you can use just one or two tips a year from this list however, it can change your bottom line dramatically.

When done right – email marketing is one of those game changers.

Chris Doelle
Fresh Media Works * 713-269-4620
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