Try Email Marketing

Email marketing started almost as soon as electronic mail became a staple medium for personal and business communications. It became extremely popular in the advertising and marketing circles shortly after, but was somewhat clipped following the enactment of anti-SPAM laws and the emergence of new digital media such as Twitter, social networks, and blogs. However, it still remains as one of the most influential and widely used tools to communicate a brand, product, service, or idea.

According to a Direct Marketing Association study, email marketing could have generated a return on investment of more than $40 for every dollar invested on it in 2010, confirming another study that yielded good to excellent feedback given by practicing executives on the profitability and efficiency of email marketing. In the meantime, the results of 2010 places email marketing as the strongest influence on consumer behavior with regards to online retail portal visits, second only to brand recall. Previously, as reported in a 2009 Forbes Media-commissioned survey, email Marketing also performed as the second most effective method for generating conversions, with search engine optimization (SEO) leading the pack.

These different but consistent statistics prove the effectiveness of email marketing with absolute certainty. In fact, thousands of business organizations are infusing quite a lot of money to build, maintain, or enhance their companies' email marketing infrastructure. That explains why email marketing is a paramount requirement for all companies which intend to engage their audience in an environment of connectedness.

Email marketing is effective for several reasons. First, it is easy to perform given the availability of relevant technologies. It is also flexible enough not only to allow precise audience targeting but also to be packaged in various configurations appropriate for different types of campaigns. Email marketing also helps build relationships and maintain brand loyalty. Finally, it can be supported by all the information necessary - such as demographics, context, and consumer behavioral models - to generate direct actions: service inquiries, registrations, subscriptions, and sales.

While it is certain that email marketing works, the process still requires practitioners to get the basics right if they truly intend to have a more than an acceptable level of return on investment. For one thing, there are daunting hurdles such as anti-spam laws that have been set up to prevent the abuse of this particular messaging technology. Knowing the basics, assessing the challenges, and performing the most appropriate tricks for any given messaging scenario will generate a favorable response from consumers. Here are some of the basics you might want to consider:

Build and sort out your mailing list. Your list represents the subset of people who are likely to act on your brand's message.

Focus on just one primary message. For each campaign, focus on just a single message whenever possible. Remember that the more information you pack into one email, the more reader confusion it will likely generate, thereby preventing any meaningful response or action.

Be personal. Nothing beats packaging your brand as personally relevant to each individual consumer.

Be consistent with branding by preparing a good email template.

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Casey Trillbar is the editor of makeawebsiteguide.com, which is a website aimed at supplying a step by step guide on how to make a website. http://www.makeawebsiteguide.com

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