Business Email: Send for Impact

EMAIL IS BUSINESS
BUSINESS IS EMAIL

There is no doubt.
Today email and business are essentially inseparable.

And this is just the beginning. After only 10 years in existence, email as an industry is already worth 10 billion. Email and Business will continue to grow together. Yet the greatest success will be enjoyed by those who know how to respond to the major change in the Internet that happened last year -- the possibility for Instant Personal Experience.

The Internet changed - Do you see the difference?

2006 saw the web enter technical maturity, with broadband [ fast Internet ] now available nationwide. The vision of a nation -- of a world -- interconnected by high-speed data lines is now a reality. Today, we can share our photos, movies & music with people across the globe, and video chat in real time. "Instant Experience" is a new product. Customer expectations have increased across the board. Personal experience is the new driving force behind consumer desires.

Witness the huge popularity of human experience websites [ blogs, myspace, youtube]. Consumers want experiences both online and offline, that are an extension of themselves. Personal [think: iPod, home theater, etc.] -- not limited to offerings generally-desirable to the general-public.

If your company has gained a bad reputation for sending emails that don't offer a good value, are poorly written or are hard to skim quickly, readers will delete them -- unread. Some readers will unsubscribe from your list, others will set up filters to block your mail forever, and others will nix your emails instantly by marking them as spam -- and that generates a report to your ISP -- one step closer to being blacklisted.

Readers recognize quality

With this new understanding, email marketers who want success must strive for a great reader experience. Make it your desire to truly help your readers. Send emails that provide quality content, information & offers with true value. Explain the benefits clearly. Give a clear call to action -- make it easy for readers to understand and respond. In the end, you'll be seen as a helper, and your readers will be grateful for the connection.

Email's split personality

Email has two faces in the business world. Most of us use it as a workflow tool, to communicate with contacts or clients. For that use, our computer's personal email programs work well.

But for product marketing, when mass mailings are desired, our personal email programs are nearly useless. Aside from the fact that most Internet service providers limit the number of emails that can be sent at any given time, a full marketing effort requires send-list segmentation, tracking of open rates and statistical reporting unavailable in consumer mailers.

As a solution, we present ReaderImpact. We make it easy for anyone to use email marketing well. ReaderImpact's Email Builder, Picture Editor, List Manager, Sending Scheduler and Results Tracker are all unified. All your tools and information are available without leaving your session.

Business first, email second

Email is a tool. It does not create business -- it's a method of doing business.
Your email statistics [number delivered, number opened, number of responses], are part of a larger picture -- your business plan.

Set your goals, know your market, then consider ways to meet your target. Email, when combined with a good business plan, a good company reputation, and a consumer-centered focus can deliver verifiable results.

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