I'm new to email marketing campaigns and advertising -
What Impact can I expect?
Email marketing campaigns and email advertising have many benefits, here’s a short list:
- With email your message arrives in seconds
- Email marketing and has a low cost compared to printed advertising and other forms of media campaigns.
- Readers appreciate newsletters and emails because they contain timely information (or at least they should…).
- Your readers are receptive to your email messages since, assuming that you’re using an anti-spam-compliant ESP (Email Service Provider), they opted-in (subscribed) to your email list
- Emails have a high impact because habitually readers skim them for details, with a high degree of mental focus leading to a high retention rate for the information provided – compared to other forms of advertising.
- Email is an extremely widely used form of communication with over 97% of consumers and 94% of marketers in the U.S. using email on a daily basis. Over 147 million people in the U.S. use email! (Forrester,2007; eMarketer,2006)
Email marketing and printed advertising – what’s the relation?
While regular emails are like personal letters, marketing emails are more similar to fliers, bulletins, and colorful advertisements. In order to compete in this new media, you need to have emails that match what you were doing previously on paper. You can’t exchange a colorful Non-profit organization or charity bulletin created with Publisher for a plain-text email, but you can exchange it for a colorful, graphic, high impact email.
The underlying methodology of email based mass marketing
Using email saves you money on envelopes, postage stamps. Saves you the hassle of going to the post office and also gets better results. Additionally information reaches your targets much faster. Without lifting a phone or leaving their home or office, members on your lists can RSVP for an event or volunteer to help. Customers can buy Judaica items with the click of a mouse.
Shorter delivery times and lower costs – Email campaigns deliver both
The purpose of mass or bulk emailing from a marketing perspective is to provide groups of readers with information they'll find useful, in exchange for gaining their consent to continue their email relationship with your organization, charity or business. The outcome of this relationship is may well be eventual sales of products/services, or in the case of organizations or charities, increased member participation and donations.
When a business or organization sends emails of worth, providing a clear value for the reader, the sender develops a good email reputation — that's email-heaven, since readers learn to trust the sender, and his messages are perceived as being credible.
Emails similarity to other forms of advertising?
In the end it's all about people…
Email marketing is hi-tech, but it's still based on human relationships. When you strip away all the computer stuff, you're left with a message created by one person, to be read by another.
Your message and how you present it, determine the responses you will receive. It is vital that you take the time to plan, prepare and write your message well. Even great writers may create several versions before getting it right. Good emails take more time to prepare but gain a bigger impact and have a higher chance of getting your readers to perform the actions you are hoping for. Careful planning keeps your emails from being D.O.A. (deleted on arrival)
What should I be noting when planning my email advertising campaigns?
Finding the exact combination of:
- Email wording
- Email design
- Information provided
- Value proposition offered
- Sending schedules and times
- And other factors, is the primary activity of email marketers.
- No one gets it right the first time.
Fortunately, you're not alone. Hundreds, if not thousands of ambitious entrepreneurs, businesses, organizations and charities are involved in learning the ropes of successful email marketing - some achieve fantastic results almost immediately while others are frustrated at first but our experience is that trial and error ultimately bring wisdom with results following soon after…
Learn More?
Five reasons to send your email marketing through an ESP
Email from Non Profits and Charities have high Impact
Business Email: Send for Impact
What factors are distracting your readers from your Email Campaigns’ messages?
NPO email marketing
BUSINESS email marketing
HOTELS email marketing
REAL ESTATE email marketing
SCHOOLS email marketing
WELLNESS email marketing