Etkili E-mail kampanyaları için ne gerekir ?

Most Internet users have probably received an email joke, quote of the day, industry update, or fun fact at some point in their cyber adventure. Just about everyone can appreciate a good chuckle or informative bit of news delivered conveniently to their inbox. For the budding entrepreneur or small business, this type of communication is not only an effective marketing tool but can also serve as an added revenue source.

Email marketing is quickly becoming a common promotional tool, an integral part of a solid marketing plan. Depending on the nature of the business, email marketing can be used to boost traffic, promote a direct marketing offer, announce a new product or service, build brand awareness, and to earn added revenues through advertising sales.

When planning an email marketing campaign, it is important to understand the difference between "spam" and "opt-in email." Spam is the distribution of unsolicited email. "Opt-in Email" is based on permission marketing, when a customer gives permission to be added to a specific type of list. Permission marketing is extremely effective, as businesses can reach prospects genuinely interested in their product or service. In order to avoid losing customers and annoying prospects, try to utilize opt-in email lists, or at the very least, provide a line in the email with simple instructions for those who wish to be removed from the list.

The key to an effective email marketing campaign is to identify a target audience, generally consisting of current and prospective customers. Once the audience has been identified, the next step is to build an email subscriber list. A company can develop a list by using free content widely available on the Internet (www.listbot.com) or by purchasing targeted "opt-in email" lists at sites such as www.e-target.com and www.targ-it.com. Another alternative to quickly building a subscriber base is by negotiating with other newsletters that target a similar audience. A good resource for finding newsletters willing to swap ad space and share mailing lists is www.eAdSmart.com.

A recent survey of 1,000 net users conducted by FloNetwork, an online direct marketing application service provider, in connection with NFO Interactive found that 89% of those surveyed believe e-mail is a good way to get information about products that interest them. Among consumers with existing relationships with merchants, 81% believe e-mail is a good source of communication. The survey also confirms consumers will trade personal information for services.

Studies have shown that e-mail plays a significant role in how consumers found products on the web. Businesses are finding email to be a valuable medium in reaching new prospects and generating repeat sales. It’s an excellent vehicle to communicate with customers on a regular basis, whether it be daily, weekly, or monthly. Content driven email is the key to keeping your subscribers interested and not annoyed with "junk email" flooding their inbox. A great place to start building content is www.isyndicate.com, a site that offers free and paid for articles, videos, graphics, jokes, advice, news, tips and more.

The most common form of email marketing is a newsletter format. This often begins with industry news, important fact, or joke of the day followed by a table of contents, and advertisement. For those who aren’t exceptional writers, it may be a good idea to offer customers or advertisers the opportunity to submit a byline on a relevant topic. Not only will this ease your work load, but it also keeps readers interested when they’re contributing to the content.

Once a strong subscriber base has been established, businesses can build their email marketing into a revenue generator by selling ad space to companies with relevant products and services. There are many types of ad structures and opportunities to negotiate deals that will not only bring in extra income, but also benefit the company. For instance, a business may want to swap ad space with another newsletter targeting a similar audience, or perhaps, swap ad space for products or services. Remember to be flexible, willing to negotiate, and be creative when buying and selling newsletter ad space.

Possibilities are endless when it comes to promoting products and services through Email marketing. It’s a simple and cost effective method to communicate with customers and prospects while building brand recognition and increasing a loyal customer base. Once you get the ball rolling, you’ll be surprised at the new opportunities a simple email newsletter can generate -- strategic partnerships, link exchanges, advertising swaps, and more. If you’re not already promoting your business through email, don’t put it off another day, your competition won’t!