E-mail marketing can be an effective and inexpensive companion to your other advertising. Achieving that effectiveness and economy requires a delicate march, however. I have strong opinions about e-mail's place in the online advertising plan, and I have some concerns for businesses that ignore the subtleties. It's too hard to meet my basic measure of value in marketing tactics: Does this technique allow you to reach the right people and leave the rest alone?
People have been getting direct mail for generations, and most don't have a problem with that. Interesting offers get glanced at, and the rejects go in the waste basket without a second thought. Unsolicited e-mails are another thing entirely. These waste time and, even worse, carry a negative charge. Opt for mailing too often to a list too poorly qualified for interest in your message and guess what? You've just become a spammer.
If direct marketing by e-mail didn't work, there wouldn't be spammers or legitimate users of e-mail marketing, either. In my opinion, you are better off to focus your e-mail marketing not on generating new leads, but on communicating with prospects you've found via other means. E-mail's real strength is it's immediacy as a communication medium. Use e-mail to develop your precious one-to-one relationship with each prospect, and you use its power to your best advantage, without harming your brand or reputation.
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