Why every business should do email marketing

May 12, 2017 | Advanced SEO Techniques, Email Marketing, Email Newsletters, Newsletter, Online marketing, SEO | 0 comments

Every organization should be doing email marketing. At Platinum Passports Marketing, we believe this is vital for a multi-person enterprise or just one individual, whether the activity is commercial business or not-for-profit. All should be marketing through email. Why? Because email is a central communication tool which is not going away any time soon.

It could be argued that email marketing is more important than having a website. You see this with start-up micro businesses. They promote their premises if they have a business location, like a new store or office. They get a cellphone number for the business, then display their phone number, email address and social media names. These are the essentials for getting enquiries. Next comes a website, which is vital for helping a start-up micro business grow into a larger undertaking where a website is essential for credibility, image and marketing.

REACTIVE EMAIL MARKETING

In-bound email marketing operates at the most basic and reactive level with:
* Creating an email address for the business.
* Quoting your email address on your displays.
* Replying to emails that come in, and following up on your replies if you promised to.
* Creating a folder structure within your email account for customers, or groups of customers.

PROACTIVE EMAIL MARKETING

The next level of email marketing is where you scale up by getting out-bound and proactive:
* Capturing email addresses of people you deal with,
* Being proactive in publicizing your email address.
* Building lists of these email addresses for different categories of your contacts,
* Sending campaigns of email messages on a regular basis to your categorized lists of email addresses.

FREQUENCY OF NEWS EMAILS

How often should I send out news emails? Many organizations send out generic monthly or weekly email newsletters, and overlay this schedule with tactical ad-hoc messages like the following:
* If you have paying customers, you can send special offers for your products or services at any time.
* At holidays, you could send out holiday greetings plus your opening hours over the holiday, and a holiday special offer.
* If there is something in the news, you could react to it with a message that is relevant to your business, as happened recently when an airline threw a customer off their plane and competing airlines got good publicity by releasing emails with entertaining messages with the agenda of ‘we won’t do this to you if you fly with us’.
* Special news can be sent to categories of customer, for example a beauty salon may have hired an expert barber for men’s hair. By segmenting your email list, you can send this news to your male customers but not to your female clients.
Our email marketing experts can help you to devise a strategy to suit your circumstances, and implement the strategy.

EMAIL NEWSLETTERS

Ideally, your weekly or monthly emails would look like the first page of an email newsletter and have links to the full email newsletter which is hosted on your website. Our professional website designers can help put these together for you.

YOUR WEBSITE

For your site, you could consider following the big corporates, many of which have:
* A newsletter section, sometimes on a subdomain, where the current issue and all past issues are hosted.
* A homepage panel with news about your current newsletter.
* Places where site visitors can sign up for your newsletters by giving you their email address.
* Places where your site can capture email addresses in other ways, to supplement the Newsletter Sign-Up process. We call these ‘Content Upgrade Prompts’.

CONTENT UPGRADE PROMPTS

These website features are how you get email addresses from site visitors, without blatantly asking for them. Called lead magnets or opt-in bribes, they are a powerful way to gather email addresses from people on your site. To do this, you create an inviting message which the site visitor can interact with to enable the visitor to get:
* Full versions of articles, white papers and resource lists.
* Transcripts of podcasts and videos.
* Printable versions of website pages.
* Free trials, tuition courses, and courses of weekly emails.
* Infographics, SlideShares, Swipe Files, PowerPoints and Spreadsheets.
Plus, of course, email newsletters.

Ask our website design experts for a free consultation about adding content upgrade prompts to your website.

TRACKING AND REPORTING

In addition to creating the strategy and implementation of your email marketing, we can report on the results, with powerful information like:
* Who opened your email.
* Who clicked through to your site from your email.
* Where your email readers are located across the globe.

Contact us to learn more about how we bring the power of email marketing to boost the profitability of our clients. We could do it for you too!

©2017. All Rights Reserved. Powered by Platinum Passports Marketing | Sitemap

0 Comments

Submit a Comment

About us and this blog

We are a digital marketing company with a focus on helping our customers achieve great results across several key areas.

Request a free quote

We offer professional SEO services that help websites increase their organic search score drastically in order to compete for the highest rankings even when it comes to highly competitive keywords.

Undercover: Influences and Stealth Marketing

Undercover: Influences and Stealth Marketing In 2002, Sony Ericsson released a cell phone.    In and of itself, their release was not surprising. The 2002 technology market was a fast growing sector and Sony was looking for the upper edge among their competition....

Make Marketing Matter: A Guide to Cause Marketing

Make Marketing Matter: A Guide to Cause Marketing For most individuals, making a difference matters. We all want to leave behind a legacy, big or small, where we helped leave the world a little better than we found it. Unfortunately for many, there are not enough...

The Importance of Content Marketing 

The Importance of Content Marketing For many outside the marketing industry, what content marketing entails is a source of mystery.    Some believe that content marketing rests in social media sites like Facebook and Instagram, others believe the same about...

Building a Better Lead Magnet

Building a Better Lead Magnet Have you ever used your email address to sign up for a newsletter or get 10% off your next purchase? If you have, then you have seen a lead magnet.   Lead Magnets are a marketing staple. As the name suggests, lead magnets are...

How to Choose Content Marketing Topics 

How to Choose Content Marketing Topics  What Marketing Professionals Don’t Tell You About Research   There are many reasons why content marketing is important to your businesses. It builds brand awareness, helps you connect with your audience, and most...

Google Friendly: How Blogging Helps SEO

Google Friendly: How Blogging Helps SEO Blogging has a long history stretching back into the early 2000s. While these early blogs were primarily recreational, it was only a matter of time before businesses saw the potential in contributing to the blogosphere.   ...

You get what you pay for: How to select a professional marketing partner

You get what you pay for: How to select a professional marketing partner   Everyone seems to be an expert these days when it comes to marketing.  Every time you turn around, there is a new marketing company popping up,...

Hiring – Senior Web Designer 

Hiring - Senior Web Designer  We are a growing full service digital marketing company based in Spokane WA. We offer our employees competitive pay, flexible hours, a supportive work environment, and the ability to work remotely. The Company: Since 2008, Platinum...

Hiring – Senior Graphic Designer 

Hiring - Senior Graphic Designer  We are a growing full service digital marketing company based in Spokane WA. We offer our employees competitive pay, flexible hours, a supportive work environment, and the ability to work remotely. The Company: Platinum Passports...

Business Owners Be Careful Who You Work With – 509 Designs Review

Business Owners Be Careful Who You Work With - 509 Designs Review   We weren't sure if we should share 509 Designs’ review here or not, but we tend to lead pretty public lifestyles with our agency doing marketing, media, and advertising for the last decade. But...