Internet
marketing is a fast growing business. As businesses develop and
increase daily so does the amount of e-mail campaigns that are sent to
prospective consumers. How can you make sure your e-mail campaign stands
out from the myriads of other e-mails that the consumers also receive?
The e-mail read most often is the one that welcomes the prospect to your business.
This is no surprise because consumers are waiting to receive your
e-mail. How can you spice up your e-mail to stand out from all the
welcome e-mails that are also coming to your prospect? You could offer
coupons welcoming them to your business. If you are welcoming
corporations, you can send 20 or so personalized words and attach a copy
of the last letter. If you are working with long sales cycles, you
should consider breaking the welcome into several e-mails while you
personalize each one and include tidbits of information on the product.
If you are sending a welcome e-mail to a repeat business such as
vacation rentals and/or hotel bookings, you want to keep the welcome
e-mails upbeat, fun, and warm.
Before you haphazardly send out hundreds of emails, you must have a strategy.
You also must know how to execute it properly. These are all important
considerations when using emails in your business. It is true that you
will need to make contact with clients at least nine times before they
will buy. That boils down to a lot of work for you. You must be ready to
make quick and efficient contacts with prospective clients each and
every time you execute an email.
If you spend your energy sending out e-mails to the wrong demographic
you will not receive the response you are looking for. You want to take
your time and research the best location that will be receptive to your
promotional e-mail campaign. Your time is valuable so do not waste it
thinking you can send thousands of generic e-mails to a generic list of
prospects and expect to receive a high yield on your investment.
When establishing a relationship with your prospect it is crucial that they have a positive association between you and the product and/or services
that you are offering to them. Do not begin the relationship with your
prospect negatively by using spam or other techniques that are
unethical. It is important to maintain contact with your prospect after
they receive the first welcome e-mail. If you go to great lengths to
contact the prospect and then rarely communicate with them, you will
surely lose them in the end. You do not want to move in the opposite
extreme by crowding them with too much information too fast. If the
e-mails are of great quality and you send too many too your prospect in a
short time frame they will filter you out and you will find yourself
starting all over again.
Another aspect of a winning e-mail campaign is to maintain your target list and remove individuals
who do not want to participate any longer. If you keep them around
hoping that one-day, they will want your services you are wasting your
time and space on your computer. Concentrate your energies on those
leads that are truly interested in your products and/or services.
In
conclusion, the way to develop a winning e-mail campaign is to think
smart. Make your contacts eye catching and welcoming. Within this email,
offer a special or promotion available for first time customers. Then,
you will need to know your strategies and objectives. This means you
need to know whom you are targeting and your demographics. Why waste you
time on people that will never buy your product or service? In
addition, be extra careful to treat your clients with respect. That
means that you should always maintain your email lists and never, ever
use spam and mass mailings. That is one way to lose your prospective
clients. If you follow these techniques, you will be off to a great
start with your Internet marketing business
Top 5 Benefits of Opt-In Email Marketing
If you
use e-mail marketing correct, which means no spamming or any unethical
techniques this type of marketing for your Internet business can be very
beneficial.
1. E-mail marketing is a faster method and less expensive to create than other media communications.
When you use this method for your Internet marketing, you allow for a
direct response from your prospects to either join or opt-out. When you
send your marketing to your target audience, you can receive an almost
immediate response. When you create your marketing campaign, you can
personalize it according to the preferences of your prospects and this
is not difficult to do. Tracking and measuring the success of your
campaigns is immediate with the responses coming in. If you thought
word-of-mouth is great using e-mail marketing is even better because the
word-of-mouth becomes a click and your prospect (if they like your
services) can immediately forward the marketing information you sent to
their friends and families. With e-mail, marketing you can also reach
specialty markets quicker.
2. Create e-mail marketing easily
with a wide range of formats including, HTML, plain text, and rich
media. Customize your e-mail presentation for a select target or create a
campaign that addresses everyone. Software programs are available that
let you determine when you want to send your information to your
prospects, frequently or sporadically. You are not slowed down because
you need postage or the delivery person to pick-up your mailings, or
even driving to the post office personally. You can send your
information with the press of a button, and immediately send it to your
highly targeted prospects and the response is just as quick.
3. E-mail marketing supports different techniques to enhance your information to the consumer.
A tool that you may not realize is at your disposal for your e-mail
marketing is an “alert.” With this handy little word, you can send an
announcement to your preferred customers about products that become
available or newsworthy events and your established customers receive
the e-mail before anyone else on your list does. Customers like to feel
that they are important. When they feel that you, as a provider, value
them, they will be more likely to spend their money with you and not
your competitors. You can benefit from this technique with new lists
also by using the terms “special announcement.” Your prospects are more
likely to look at this e-mail than a “normal” e-mail describing the same
information.
4. You can utilize e-zines to enhance your e-mail campaign.
With this added to tool you would entice your consumers to your
business with eye-catching designs and information that is more
detailed. Advertising with e-mail newsletters or E-zine is a powerful
marketing tool that reaches a large audience for a low cost. When you
use e-mail as a form of advertising you will see the return of your
advertising dollars climb especially if you use the double opt-in
technique. When you use this method, your e-mail campaign is going to
those prospects that are interested in your products and/or services and
will eventually become customers.
5. Another benefit of using e-mail for your Internet marketing is to create a Signature File. You
can attach this signature on everything you send over the Internet.
This can be attached to not only your e-mails, but also your e-zines,
when you post in forums, and every other electronic media. Not sure what
this is? It is a small piece of biographical information attached to
the end of an e-mail or other forms of electronic correspondence. It can
be a sentence or longer. This is an excellent opportunity to let the
public know who you are, what you have to offer, and then direct them to
your business. If you attach the URL, they can click directly on your
link and find out more about the products and/or services you offer.
When
drawing in prospects to your business the easier it is for them to find
what they are looking for the higher the chances they will stay with
you. If your website if difficult for you leads to navigate through,
they will go to your competitor and if your e-mail information is boring
or long, they will ignore it. If your e-mail information is exciting
with a link that takes them exactly to your site with no fuss, they will
probably stay around and then eventually become customers generating
income.
What Are Opt-in Email Leads?
Opt-in
leads drive your business forward without them your business will slowly
churn bringing in bits and pieces of business or become stagnant and
die. It is always a good idea to call your acquaintances, friends, and
family they are a good start but they cannot hold your business
together. The leads you acquire through permission based opt-in is what
will propel you forward in the Internet marketing business. What are the
different types of opt-in techniques?
Opt-In – Consumers actively sign up for your services.
The downside to opt-in is that many third parties can also add others
to the list. When this happens, you may not know if you have a list of
consumers who are truly interested in your product and/or services.
Confirmed Opt-In – This is also known as, “Closed-loop opt-in”
and is an effective means to having a list of consumers who want to be
there. As soon as a name is added to your list, an email is generated to
inform the subscriber they have been added and allows them the option
to unsubscribe immediately. This form of verification has become
standard in the Internet marketing business.
Double Opt-In – The consumer must add himself/herself to the list and then confirm a second time
through an email that they want to be on your list. Anyone who is added
without permission can, in this step, unsubscribe. The added protection
is that if they do nothing, their name is not be added to the list. The
benefit is that they will not receive any more email they do not wish
to receive. You will not be wasting valuable time marketing to someone
who is not interested.
By
definition email sent to prospects without their consent is considered
“unsolicited bulk mailings” and is against all Internet Service
Providers (ISP) Terms of Service. This is when consumers have no
knowledge that their names and email addresses were placed on a list and
did not give their permission. These types of lists have a very low
success rate and the complaints are enormous. When a consumer chooses to
opt-out, they expect their name removed and that they will not receive
any more correspondence from the service provider. They do not expect
their name added to another list and continue to be solicited. When a
consumer spends their time, actively stopping an action they never
wanted in the first place they would not be interested in the product
marketed. They will not buy simply from being annoyed and the suffering
they have experienced in trying to stop the unsolicited emails. They may
even like the product and it would not matter. This type of email
marketing technique is illegal (and unethical).
When you
are sending out your email marketing campaign, you want to remain
focused on what your target audience needs. You want to convince them
that they need your products and/or services. You want to grab their
attention. You do not want to put them to sleep with a long, boring
email. You do not want to send a generic message to thousands of
prospects. As you are looking for your leads, you want those who will
eventually be long-term customers that make you a profit. The use of
opt-in can weed out those potential leads that are not interested in
your products they are only looking for something free and will leave
you as fast as they joined. When you are able to have a select list of
leads, you will not be spending the majority of your time weeding out
uninterested targets.
Maintaining your opt-in leads is crucial to success
you do not want hundreds of email addresses that are incorrect or
continue to send information to those individuals who have opted-out.
Nor do you want your Internet Marketing list overflowing with email
addresses that are no longer useful for you. Look at a few ways to keep
your opt-in lead list clean thereby increasing your potential for
profit.
Customers
will be more apt at accepting your emails if you have treated them with
respect by asking them first and the information you are imparting to
them is relevant to their needs and you are not sending several emails
during the day that they become overloaded and want to simply get rid of
your annoying emails.
What Does Double Opt-In Mean?
Everyone
must make small decisions for all aspects of life, such as whether or
not to use leaded, unleaded, or premium, caffeinated or decaffeinated.
These decisions are important and it makes sense that the choice you
make for your email marketing list will be made according to what is
appropriate for you as well.
When a
prospect has completed personal information requesting goods or services
and an email is sent back to them asking them to verify if they have
filled out the application and want the information you have no made
your list a “double opt-in” list. This theory is all about getting the
permission of the consumer prior to sending them email product
information. In sending email to people who have requested it, you will
distinguish the messages that are legitimate from spam.
Opt-in mail comes in different forms.
When a person signs up for information on the Internet and clicks
“send” they are automatically on the list – this is called a single
opt-in. When a consumer receives a second confirmation email asking them
if they are the intended recipient and to verify their interest your
list then becomes a double opt-in. Adding one more step makes this a
double opt-in and it is one more guarantee against spam. This is
becoming the standard form of email marketing among Internet businesses.
The
easier you make it for the consumer to send the confirmation email the
higher the chances are that they will. There is software available that
automatically sends confirmation email immediately upon receiving the
initial request. The reason this is effective is that the products
and/or services the consumer is interested in will still be fresh on
their mind. This automated software simply asks that the consumer hit
“reply” to send the message back. They do not have to write anything in
the subject line or state that they want the service. All they have to
do is simply reply to the email message to confirm their interest. The
easier it is for the consumer to reply and contact you the higher your
advertising rates will become.
Do you wonder why you cannot simply have them sign up and that is all?
The simple answer to that question is that you leave yourself wide open
to spammers and that is not a good thing. Not only will your consumers
get annoyed at being spammed you will become liable and possibly lose
your business.
Using the
double opt-in method solves the problem of someone submitting his or
her address in error and/or a third party submitting an address that is
not theirs. When the consumer does not respond to the confirmation
email, their address is rejected. The benefits using the double opt-in
feature:
-
You will not lose money sending email to consumers who are not interested
-
You significantly lower your risk of complaints for unsolicited email (spam)
Individuals
who work in Internet marketing and use email as a form of
advertisements know that their advertising dollars have a higher rate of
return when using the double opt-in method. They are aware that the
consumers who receive their emails are interested in the products and/or
services and will eventually become customers. Now, double opt-in is
not fail-safe and there will still be some inaccurate replies to the
confirmation emails but the numbers will be significantly less.
There is a
downside in that many consumers are not familiar with email advertising
and they do not always read what they are supposed to do to confirm or
unsubscribe. To make the matter more confusing, not every email marketer
uses the same technique. Therefore, if the consumer received one email
where all they had to do was hit the reply button to be added and
another marketer wants them to put a message in the subject line the
consumer may do the same thing for everyone. Either this will have them
on lists they do not want to be one or you will lose a consumer that
really wanted your services. There really is no way stopping this unless
there is a universal code of conduct for all Internet marketers.
As you go
through your lists and you probably have one that is set aside for
those who decline your services it is always a good idea to check back
with them (in a reasonable amount of time) to see if they are interested
or not. This way you catch some consumers who may have fell through the
cracks.
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