When Email Marketing Yields Unexpectedly Great Results

The basic concept

Sometimes the benefits of email marketing are quite different than anticipated. Most Web marketers understand the basic concept of email marketing which is to email promotional materials to a large group of Internet users in an effort to promote interest in particular products or services. This concept is easy for many to understand, but we will attempt to describe and, perhaps, elaborate on a few of the more beneficial aspects of email marketing.

In the following paragraphs we discuss the basics of email marketing, but we will also explain how – sometimes – email marketing can encompass much more than originally planned. This additional reach can be either a positive or negative influence depending on the quality of original emails and the reactions of subscriber list recipients.

Simple & cost effective

Email marketing is a very simple concept which can also be extremely cost effective; but the general idea behind email marketing can be narrowed down to this simple characterization: An email is sent to an email subscription (or distribution) list with the single purpose of creating an interest in the products or services being offered by the originator of that email. In theory this concept could not be simpler but email marketing can get significantly more complicated when being implemented.

One of the biggest complicating factors is the potential for emails used in a marketing campaign occur when one or more of those emails are misinterpreted as spam, either recipient of such emails or a spam filter provided by the Internet service provider. This potential alone creates a major complication because Web marketers have to make a significant effort to ensure that their messages are not trapped by a spam filter or immediately deleted by the recipients for appearing to be spam.

After clearing initial hurdle

Once the misinterpretation hurdle is cleared and email messages get through to recipients, they have a small window of opportunity to make a positive impression on those recipients and influence them to make a purchase or at least visit the business owner’s website. One effective method of getting such a result is to provide quality content while keeping advertising subtle and at a minimum while making sure to feature a clear call to action. These are all factors which have been proven to help get the message across and entice potential customers to make a purchase or at least visit a website to get a closer look at those products and services.

As previously stated the goal of an email marketing campaign is to subtlely persuade email recipients to either make a purchase or visit a particular website for more detailed information; and when an email recipient performs either of these actions, it is considered a huge success. However, thanks to the power of a forward button, email marketing can actually be much more successful than even the business owner intended.

Better than word-of-mouth

One of the great aspects of email marketing becomes evident when email recipients receive an email that they think is worthwhile and are likely to make a purchase, but may also forward the same information on to a friend or family member they believe may also be interested in learning more about the particular product or service. This ability to forward email messages can be compared to satisfied customers in the offline world using word of mouth to tout the quality of products or services they have bought and like.

However, the ability to forward a worthwhile email message is exponentially more effective than using word of mouth to spread the word; because with just a few clicks of the mouse the original email recipient can forward any message to several of his/her friends simultaneously. This can result in significantly better results than the business owner had originally expected with no additional effort and time being exerted or money being spent.

Email Marketing Evaluation: A Must!

A promotional method

Email marketing can be a very effective promotional method to reach target audiences around the world, despite the fact that in many cases, the marketing efforts of a business owner or promoter may not reach full potential unless s/he invests the necessary time, energy and money into evaluating the email marketing strategy which s/he has put into action.

It is during such an evaluation that a business owner can determine whether or not email marketing is a method that can enable him/her to reach stated marketing objectives. The same evaluation can be used to determine if email marketing as a strategy is having an adverse affect the business productivity.

Useful information

That having been said, there are a few ideas pertaining to the importance of evaluating email marketing that we’d like to discuss in this article, and will also offer what we consider useful information on how to initiate and complete the email marketing evaluation process. To say such a process, done on a regular basis, is important would be an obvious understatement since frequent evaluation of any email marketing strategy is not only important, it is crucial to the success of the business or individual that puts it into effect.

So it follows that one’s failure to evaluate his/her email marketing strategies can have adverse effects on finances and overall business objectives, including failure to produce results and loss of customers to his/her competitors.

Avoid shortcuts

Consider for a moment that an existing email marketing campaign is not effective because it does not reach members of the particular target audience. An evaluation will certainly reveal the reasons for this failure, one of which may very well be that the distribution list to which this campaign is being sent consists of recipients who have little or no interest in the products or services being offered via the emails.

Business owners who take shortcuts by purchasing large email lists, often find their shortcut did not pay off because the recipients of their marketing emails are simply not interested in any product(s) or service(s) they offer. In this scenario the email marketing is likely to generate very few sales or website visits. However, reevaluating the email distribution list to include recipients who are interested in the products or services being offered will likely result in significantly more sales and website visits.

Remove ALL semblances of spam!

Now consider a situation in which your email marketing is being construed as spam by recipients. If you have taken precautions to ensure your emails are reaching members of your target audience, but your emails seem like over the top sales pitches, the members of your email distribution list may view your emails as spam and not take your advertisements seriously. When this happens members of your email distribution list may be more likely to seek out a competitor when they are in need of products or services rather than making a purchase from you.

In fact, one of the subtle ways you could use to remind yourself that any likeness to spam must be avoided at all costs, is getting in the habit of refer to your list as an “opt-in subscriber” list and not a distribution list. Think of this excercise in these terms:

You can buy distribution lists. But you must create, build, and nurture subscriber listscreate, build, and nurture subscriber lists by offering interesting (compelling?), useful (valuable?) and free content on your website to attract and encourage visitors who become repeat readers and, ultimately valued subscribers. get the difference?

Evaluating your email marketing efforts may be formal or informal in nature. If you have specific business goals in mind you might want to consider the path to meet this goal as an indication of whether or not the email marketing is working. If you’re interested in reading more about email marketing take a look at this recently published post – Alternatively, you can evaluate your email marketing efforts by soliciting customer feedback.

The Easy Cash Phenomenon

Ask for customer feedback

Asking customers for their opinions about your email marketing campaign and whether or not they were compelled to make a purchase because of the content, the advertising or some other element is a simple and straightforward way of getting direct and unvarnished answers from your target audience.

Based on this information you should have a good indication of whether or not the email marketing strategy is effective. If it is not effective you should consider making changes to create more interest in your products or services. The changes you make should reflect any feedback you receive, and ensure you are not making changes that will cause even less interest from the members of your subscriber list.

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The Role of Articles in Building Your List

Comparative excellence

Getting visitors to your site should always be ranked as high in importance as the quality of the products and services you provide. This objective should go hand in hand with providing your customers the satisfaction they get in exchange for the money they have paid for them. Customer service should be as superb as well so that customers are provided with the same satisfaction.

One of the ways you can combine marketing and customer service is through opt-in marketing, and with an opt-in list you get the opportunity to introduce your site and products in an agreed-upon time frame. An opt-in marketing strategy is a marketing strategy that is actually low-cost and not time consuming, simply because you get the consent of your website visitors to subscribe to your emails, newsletters and other promotional materials such as catalogs and free promotions.

Opt-in marketing is a process

Since opt-in marketing is the process by which you send emails to your list of subscribers, these emails can include almost any content you wish to send to your subscribers as long as such content is in good taste, legal and useful to the subscribers. For this reason, it is therefore essential that you present your promotional items in a manner that will attract the interest of your subscribers to keep them wanting (craving?) for more; and the best way to do this is to provide fun, entertainment and informational – if not interesting – articles.

Well written article content that consists of helpful tips and useful information will be crucial in building your list as increased numbers of your website visitors will be enticed to subscribe to your list. When they read the samples of your website content, they will be intrigued as to what will come next and subscribing to your newsletter is one way for them to get a glimpse of what you have to offer next.

Placing importance

It is a known fact that many sites and companies have come to accept and, indeed, place a high value on the importance of articles as they also help in improved search engine optimization; and as more people head to the internet for their information needs, serving the right information to them via articles via your website will increase the flow of your website traffic. And with more traffic, the percentage of your sales will grow, which in many cases can be converted into more profit.

The rise in importance of well written, information-rich, keyword-packed articles for website content has certainly been noticed and encouraged by major search engines for over two decades, and this has led to a craving for quality content by all sectors of the Internet marketplace. Today, any content that can be described as interesting and/or compelling is placed very high on a website’s must-have list. This includes newsletters, ebooks, blog posts and any other article inclusive product; because these articles provide the information which are sought by many Internet users, and if your site has them, more people will visiting that site for information and research.

Reputation & credibility

It is also true that well-written articles would boost your sites reputation, and if they are filled with a lot of useful information you will be regarded as well-informed and an expert on the subjects you write about. Of course, your articles must be well researched so that Internet users who visit your website will trust you, and when you have gained their trust, they will always come to you for the information they need about the topic on which they view you as the expert.



As a matter of course you must write articles or commission them to be written on subjects that are closely connected with your type of business. So if you have a site dealing with matters of medicine or offering remedies for a certain disease, your articles must be about that disease and its potential cures. On the other hand, if you sell materials for home improvement you must write and publish articles with those themes. Most articles searched for are tips, guidelines, methods, manuals and such, but if you provide relevant articles to your customers and you gain their trust, they will always go to your site for help and advice, as well as for your products.

Loyalty

With the loyalty of these customers, they may subscribe to your opt-in list to receive all the information you have; and if you provide them with the answers for their needs, they will be happy to be receiving your emails, newsletters and other promotional materials to keep them well informed. Others may even forward your emails to other people when they find a certain article interesting.

You should provide links in your newsletter so that when other people read it and wish to read more, they can click on the link and go to your site. With the articles you’ve published to your site that are good, they may decide to sign up as well to your opt-in list. This will build your list and make it bigger, but make sure to keep your subscribers happy and interested in your newsletters and promotional materials.

Keep on posting and writing good articles for your site and newsletter, and if you have no interest in writing them, or if you just don’t have the time, there are many available, well experienced and knowledgeable writers available to help you compose interesting and compelling articles on the topic of your choice. This is an investment that will pay for itself in time.

 

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