With modern technologies and fast speed electronics, consumers today are besieged by a host of communication options. Emails are particularly popular and relevant to business consumers who need cost effective communication options. It is cheaper than phone calls or face-to-face meet-ups, especially on trivial matters.
Today’s modern technologies allow messages to be sent across the Internet easily from one part of the world to another in a matter of seconds. The fast speed transfer of information across the web compels modern consumers to get on the Internet every day, especially in sending off mails from the comfort of their homes or offices. Smart businesses have taken emails and technologies a step further with email marketing to benefit in reducing their cost of advertising. With certain best practices, email marketing is an ideal form of marketing approach that can benefit even small businesses.
Small business solution
Email marketing is the lifeline for small business entities that may be tight with funds and resources but not on ideas. Small businesses can manipulate email marketing to project a cost effective business marketing strategy without busting the budget while aiming on business growth and expansion.
This online advertising mode is an effective marketing tool for modern businesses, big or small. Many businesses today are experiencing fast results in moving their business forward with higher sales and increased customer base.
Email marketing can be easily integrated with any small business’s marketing campaign. All potential leads and customers can be captured and included in the mailing list of a small business. The tools and techniques are simple to be maneuvered easily to be effective and efficient. Customers and potential leads can be kept updated on the company’s progress in the market with announcements on the latest promotions regularly to keep them loyal and excited about the company.
Direct or indirect approaches
One of the best practices on email marketing for a small business is to consider the best approach to win the targeted consumers as loyal customers. A direct email marketing approach involves mailing promotional offers to customers or potential leads on the company’s mailing list for an instant response. This form of marketing can be extremely effective to boost sales and profits, especially if the promotions are set for a limited time only. This compels email recipients or customers to make a fast decision on the limited time offer upon reading the email. Great value buys secured from such direct email marketing create a hive of excitement amongst consumers and envy from those who acted too late to enjoy the promotion. Effective direct email marketing may include pictures and videos of the promotional products or services to help consumers better understand the offer.
Company newsletters with business updates and discount coupons for great savings are very attractive in direct email marketing. This form of indirect email marketing tempts consumers to try out the promotional products and services with lower pricing to test out the company’s recommendations. These act as alluring opt-in offers which are usually quite effective in enticing consumers towards the promotions mailed out.
Indirect email marketing may want to capture certain personal information about potential customers, which would be added on to the company’s customer database for further follow up actions. This would allow the company to expand its business to a wider scope of audience and improve its bottom line. However, some time may be required to build a strong relationship with the potential lead before transforming it into a loyal customer.
An automated approach on email marketing can also be effective and more efficient as the system is programmed to handle mail outs via prepared forms and advertorial content promoting the company’s wares. These preprinted mails are scheduled to be mailed out at set times to potential leads and regular subscribers or customers. The company’s resources are manipulated effectively by an automated mailing system. Recipients would normally check out the stated promotions on the web business site to enjoy the goods at leisure. These automated emailing systems are known as auto responders.
Online newsletters as an indirect form of notification are a cheaper solution for small businesses than printed advertorial materials which must be mailed to homes and offices. This modern marketing approach is agreeable with eco-friendly consumers in lowering the carbon footprint on the environment.
Professional emailing ethics
Best practices in email marketing for a small business to be effective and progressive include adopting professional approaches that would win the favor of the targeted consumers. It is expedient not to spam the inbox of targeted consumers if they are to be won over for the company. Too many business emails cramping their inbox may push consumers away instead of attracting them towards the products or services.
It is also a waste of effort and money when there is a poor response. Agitated consumers may not view the company kindly and there may be a backlash when these annoyed consumers spread unfavorable words around.
Another professional best practice on email marketing to benefit the small business is to keep every promotional email short and polite on its contents. Modern day consumers are busy with their lifestyles and have little time to read a long email. Simple and precise sentences on a direct focal point would be appreciated by consumers who do not want to waste too much time on emails especially with hundreds to plow through every day.
Unimpressive emails, especially promotional ones are usually quickly trashed without being opened once the consumers blacklist the first few. Poor authorship of promotional emails is costly to any business in a competitive market today.
The subject line of an email must be well written to be relevant and appealing; it should stir the curiosity element in the recipient to want to open up the mail quickly to view the full contents. A captivating or intriguing subject line would capture the reader’s attention instead of being trashed.
A small business deploying email marketing has a higher chance of success when it knows how to manipulate the emails sent out. An effective email does not contain hard selling elements, especially in the first email sent.