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Grow Your Business With Email Marketing in 3 Steps

May 7, 2014 By Will Sherwood
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Today, companies have many more outlets to reach potential customers than ever before. Television, radio, newspapers, magazines, social media, blogs, websites and mobile devices are some of the many channels companies use. Email marketing is nothing new, but when done correctly, your business can skyrocket.

Your goal for mounting a successful email marketing campaign is to build on your existing customers' trust. Here are two ways to accomplish that:

  1. Don't send them sales oriented emails all the time. Instead, send them helpful information and advice. Promotion should be carried on in small doses, with a maximum of 10 percent sales orientation and 90 percent helpful information. The last thing you want them to do is unsubscribe.
  2. Speaking of unsubscribing, please remember to give them that option. Refusing to add an easy-to-find "unsubscribe" link makes the customer feel trapped. And, your email may be blocked because of it.

The Main Ingredient Is Your Email List
There are ways to gather email addresses to create your email list, but you must get permission from all of them to include their email on your list. Their permission comes from enticing them with samples, free coupons, discounts, training modules and e-books. You can casually place this information in a box asking for name and email address. You should also place a privacy policy link underneath the box with the signup button. That's all you need.

Place your "Subscribe" information on your blog, social media, website, business card, landing page, confirmation/thank you page, or as a QR code. Once they sign up. that information is part of your list.

The Next Step Is Design

  • Keep the design simple and elegant.
  • Keep it looking presentable, even on mobile devices.
  • Fonts should be easy to read.
  • The message should be easy to understand.
  • Quality images make email designs stand out, but make sure they're small-ish so they don't take too long to load.
  • Your color scheme should go with your fonts and images.
  • It's a good idea to use your existing company colors in the email.
  • Finally, make each email personal, since one subscription template won't fit every customer.

The Last One Is Time Commitment

 

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<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

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•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
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The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

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