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A Cost Effective Way to Advertise Online . .
. Permission E-Mail Marketing
by: Robin Nobles
We all hate
e-mail spam, right? I even have the coolest
software program that will help you combat
spam and actually bounces the spam e-mail
straight back to the user. (http://www.mailwasher.net)
However, one
thing that we often fail to admit (except in
private) is the importance of permission
e-mail marketing, where the members of your
mailing list have given you permission to
contact them, or where they're past
customers of yours. Obviously, these e-mail
lists are always opt-out, so if someone
chooses not to continue receiving
information from you, they can easily get
removed from the list.
Many of you
know that I write monthly articles for
Planet Ocean Publications, which (in my
opinion) is one of the best sources for
up-to-date information in the search engine
industry. Their monthly online publication,
Search Engine News, is second to none, and
if you don't subscribe to it, you're missing
out on tips and strategies that could make
an amazing difference in your search engine
optimization work. For those of you who
aren't familiar with Planet Ocean, here's
their URL.
http://www.searchenginehelp.com/moreinfo/
Stephen
Mahaney is the editor of Planet Ocean, and
he's easily one of the top marketing guru's
on the Internet. I spent several hours on
the phone with him recently, and he told me
that Time Magazine wrote an article in their
November 3 edition that dealt with the
importance and impact of permission e-mail
marketing.
There are a
couple of quotes straight from the magazine:
"E-mail
marketing is fast, effective and dirt cheap
-- a godsend for marketers in an economy
that has crunched advertising budgets."
". . . the
humble medium of e-mail is blossoming while
flashier forms of Internet advertising are
going the way of the Pets.com sock puppet."
"Little wonder
that old-line companies like Ford and
Procter & Gamble are joining early users of
targeted e-mail pitches like Amazon.com and
J. Crew."
Can we trust
Time Magazine? I do believe we can! They're
a highly trusted magazine and have been for
years and years. Time is clearly going on
the record of saying that permission e-mail
marketing is one of the most valuable means
of making sales on the Internet, but only if
done properly.
In the words
of Stephen Mahaney, "If you have yet to
'correctly' integrate 'permission email
marketing' into your online business plan,
then you risk being thwarted by your
competitors that do. It's just that plain
and simple."
So, while spam
e-mail should always remain locked tightly
in a closet (NEVER to be let out),
permission e-mail marketing is a crucial way
for you to keep in touch with your customers
and those interested in your products or
services.
Let's look at
five effective permission e-mail marketing
strategies, tips that many Webmasters fail
to do, and they ultimately lose business
because of it.
-
If someone
writes for information on your goods or
services, save those e-mail addresses!
Remember that sales aren't always made the
first time someone hears of a service or
product. One trusted source told me that
you have to hear about a product, service,
or company at least twenty times before
you begin to trust that company enough to
do business with them.
-
Set up an
online form where people can sign up with
their names and e-mail addresses to
receive a copy of your monthly or
quarterly newsletter or updates to your
site, or to ask you questions. Have the
information go straight into a database
that contains the e-mail addresses of
everyone who has written to you for
information. Then, create a newsletter
that is not just a sales pitch for your
products and services. Offer valuable tips
to your potential customers. Give the
newsletter true value, and those potential
customers will begin to look forward to
hearing from you. Then, when it's time for
them to purchase the types of goods or
services that you offer, who do you think
they'll go to? The company they can trust:
you!
-
Respond to
your e-mail or to the questions asked on
the form within 24 hours, if not sooner.
When people go online looking for
something, they usually send e-mail out to
5-6 companies. If your company is the
first to respond, and if you've taken the
time to answer the questions
professionally and thoughtfully, you'll
have a jump over those other companies,
many of which won't even answer the e-mail
at all.
-
Always
provide a way to "opt-out" of your e-mail
list. Make it very clear how your
subscribers can choose not to receive the
newsletter or e-mail any longer, and then
immediately unsubscribe them when they
write to you. Remember: having permission
to send the e-mail in the first place by
only adding those who have contacted you
and expressed an interest in your product,
and giving those people a way to get off
your mailing list, will differentiate you
from the millions of e-mail spammers that
have given e-mail marketing such a bad
name.
-
Take time in
creating your subject line for your e-mail
marketing campaign. Make sure it doesn't
sound "spammy" in any way. Including your
name or company name is a possibility, as
well as describing the focus of the
e-mail. With these new e-mail programs
that combat spam, if you use a subject
line like, "We've got GREAT news for you!"
or "Hi, Friend!," you can expect the
e-mail to be deleted without ever making
it to your potential customer.
How can you
learn effective permission e-mail marketing
strategies?
Stephen
Mahaney attributes much of his online
success to effective permission e-mail
marketing. He's even gone so far as to write
a course on the subject, which I've
personally reviewed. It offers a
step-by-step approach on how to create an
effective permission e-mail marketing list
and how to market to that list. The course
even comes packaged with a full version
software program for merging each message
with the people on your list so they'll each
get a personalized e-mail.
So, with Time
Magazine pushing the importance of e-mail
marketing to the forefront of marketing
online, here's information about Stephen's
"Business Guide to Permission Email
Marketing" course and software:
How effective
is permission e-mail marketing?
Traditionally,
permission e-mail marketing campaigns result
in a significantly higher response rate than
traditional direct marketing or other forms
of online advertising, such as banner ads.
According to FindMoreBuyers.com, the
response rate for a typical permission
e-mail marketing campaign is 4-12%, where as
the response rate for a banner ad is .5-1%.
According to
Emarketer.com, DoubleClick projects that
e-mail marketing budgets will increase by
17.0% in 2002, which is nearly twice the
rate of other types of online marketing,
which are expected to gain 9.0%. TV, print
and radio budgets are all expected to
decrease. Not only that, DoubleClick reports
that 61% of marketers plan to increase their
e-mail marketing budget in 2002.
Forrester
Research estimates that the total spending
for e-mail marketing services in the United
States will reach $2 billion by the end of
this year. ?email_mktg&PHPSESSID=f564eda06be98116905028b857b834c4
So, hit while
the iron is hot, and permission e-mail
marketing is certainly "hot" right now!
Learn how to use it effectively, and then
watch those profits increase!
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