Email marketing can be intimidating and is often overlooked by new businesses. Small business owners understand how important marketing is to the success and growth of their venture but many are unsure where to start. Out of all the options small businesses currently have to begin a marketing campaign, the most efficient in terms of cost and time is email. However, there are a few details we need to take into account when it comes to email marketing. First, we need to look at the 3 types of emails that companies can send out to promote their business and understand that each will be perceived differently by the potential customer who may already be receiving mass quantities of mail daily.
Personal Email Marketing
The type of email most likely to be noticed would be a personal email, i.e. a direct message from one party to another. Sending automated emails from your personal address rather than something like firstname.lastname@example.org often solicit a much bigger response.
- A personal email is likely to be read because it feels more sincere and is less likely to end up in a spam folder because it is not sent en masse. The exclusive feel that the personal email gives will get people’s attention and they will usually open it out of curiosity.
- The only problem with the personal strategy is that it is much more time consuming to send out and thus the volume of potential customers you reach will likely be much lower.
- However, it is very important to emphasize that this approach is quality over quantity.
Email Marketing Blast
The second type would be an email blast, an impersonal email that is sent to a massive group of contacts. This type is widely regarded as Spam. Email marketing of this type must be done right to get the bets results. This means a great subject line, interesting graphics, and other factors that draw people in.
- The email blast, as mentioned before, will reach a largegroup of potential customers. It is very likely that the blast will generate new business thanks to the number of people that will see it.
- For example, if a retailer sends out a blast to alert customers of an upcoming sale, there is a good chance that some of them will go shop during that event.
- The issue with the email blast is that these messages can be marked as spam in some email services. This would likely decrease the number of people who see the message unless they are in the habit of checking their spam folder because they like viewing allof their emails.
Newsletter Email Marketing
There is also the option of the Newsletter. The newsletter is also a mass email much like a blast but feels more personal and thus, more likely to be read. People tend to sign up for a newsletter and even look forward to receiving this type of email marketing. A well focused newsletter will help your customers reach product faster, read new blogs or article sooner, and all around increase your online traffic.
- Newsletters are a great way to get aspects of both emails and stand a better chance against the infamous spam folder. This type of email will reach a large mass of people but will also have a more personal feel.
- Rather than focusing on a sale or specific merchandise the newsletter will focus on happenings within the company or its related community.
- For example, a Parks and Recreation department of a city may send out a newsletter explaining improvements recently made to facilities or programs in hopes of increasing attendance.
Email marketing is an amazing way to take advantage of online real estate for your company. However, unless it is done with the right email marketing tools, there is no guarantee that it will show the intended results. A strategy that works for one company may not work for another.
Admail West is made up of automated marketing experts. If you would like to find out what will work best for your business, contact Admail West now and get a free consultation.