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Email marketing vendors are aggressively working to gain your business. If you aren't happy with your current vendor you have many more email marketing firms to choose from. You can 'do-it-yourself' with email marketing tools but only if you feel you can spare the time or turn it over to a division or department that can manage it.
What is email marketing? If you have an email account you already know. If not, sign up for one and find out fast! It is a marketing communication that is delivered to your email instead of your home's mailbox. If you have contact with any of your customers through email--that is email marketing, whether you are answering questions or announcing a new product or service. Here are the reasons you would use email marketing:
- To try to gain new customers
- To try to persuade existing customers to buy again
- To encourage customer loyalty
- To enhance customer relationships
- To announce a new product or service
- To provide information on upcoming events
- To communicate changes in the company
What makes mass email marketing so popular?
- You can send emails at a much cheaper rate than other forms of communication
- You can deliver your marketing message directly to those who have an interest (based on Web site visits and request for information)
- Email marketing can be very effective in reaching your target market
One of the most important email marketing tools you can ever use is 'permission.' Nobody likes spam and in fact there are state and federal laws that frown upon it. You can send an email to every visitor to your sight or you can clearly state the opt in/opt out options. Without permission you are spamming. If you do send an uninvited email make sure you have a very visible opt out option within the email itself, and when a customer uses it, respect it. It will do your company more harm to continue a mass email marketing campaign when someone has opted out, then it will do you good.
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