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Email Marketing: What You Need To Know and How It Can Benefit Your Business

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									Email Marketing: What You Need To Know and How It Can
Benefit Your Business
 Implementing an email marketing campaign is a
good way to reach your customers, but there are
things you should consider before starting one for
your business. Various types of email marketing
campaigns achieve different goals, so you’ll want to
determine exactly what goal you’re striving for. ATAK
Interactive takes a look at email marketing
campaigns and how they can work to the advantage
of your online business.

Since your customer base is varied, you can’t send
the same email out to every customer (unless it is your newsletter, in which case it can be
sent to all of your customers). There are three main types of email marketing that can be
used for most businesses.

   1. Customer generation. The goal of a customer generation email is to reach out to
      potential customers who perhaps made an inquiry on your website or left your
      website just before checkout. This type of email could alert someone that they have
      items in their shopping basket that were not purchased, or could offer a coupon or
      discount to entice customers to complete the purchase.
   2. Customer loyalty and retention. The goal of this type of email is to reward repeat
      customers with coupons and discounts and notify them of any sales or events you
      have coming up. This email can also include a thank you for a recent purchase, or any
      other sort of customer appreciation initiative that fits well with your business model.
      Your objective is to make these customers feel appreciated, and to keep them coming
      to you.
   3. Newsletters and press releases. This type of email is focused on informing your
      customers of current industry trends, company announcements and other topics that
      may be of interest. The purpose of the newsletter and/or press release is to keep
      your subscribers engaged by sharing information that gets them thinking. For
      example, if your business is a hair salon, you may want to send a newsletter
      highlighting new haircut trends. This can entice a subscriber to book an appointment
      for an updated, trendy haircut.



The Good

One of the biggest advantages of email marketing is that it is an inexpensive way to reach a
vast amount of customers. In fact, a recent study from E-DIALOG showed that 80% of global
consumers prefer to receive ads via e-mail. Monthly rates with major email marketing
providers such as Constant Contact, iContact and GoDaddy start at only $9.99 to $15.00 per
month. Another positive aspect of email marketing versus print is the ability to incorporate
interactive information. By including links to your website and various coupons that can be
used immediately, it enables your customers to buy now, and you can even embed videos
and animations to engage your customer.

The Bad

Responsiveness from email marketing has actually been on the decline, with speculation
that too much usage of email marketing causes many individuals to delete the email
without even opening it. In fact, the 2012 Response Rate Report published by the Direct
Marketing Association indicates that the response rate for direct mail is at an average of
3.40% while the response rate for email marketing is only at an average of 0.12%.

How Can You Use It To Your Advantage?

It is imperative that your email marketing campaign be strategic so that your customers are
more likely to open the email when they see it in their inbox. Create brief, focused subject
lines. If your business is furniture and your email is promoting a 25% off bedroom sets, state
that in your subject line. Your customers who aren’t interested in purchasing a bedroom set
right now most likely won’t open the email, but they will probably appreciate that you
didn’t write a generic “25% off sale” that they did open only to find it didn’t pertain to
them. In turn, they’ll be less likely to delete your future emails without considering them.

Email marketing can be a cost effective and powerful tool when used appropriately to gauge
the interest of your customers. However, over usage can have the opposite effect if
customers feel bombarded by emails that contain irrelevant information? ATAK Interactive
can help design your email marketing campaigns and find the right balance of information
to best leverage what can be done to improve your business.



Author Details

Josh Goodman a professional with Web development Los Angles talks about the
effectiveness of Email marketing campaigns. He talks about how well-designed and
informative emails by the Web Design in Los Angeles can create wonders.

								
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