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Email marketing is one of the most useful ways to deliver your message to your target audience and get them to respond.

The success of your email marketing campaign will ultimately come down to how well you plan it, how you persuade people to open your email, read it and take the action you want them to take.

The power of email marketing

It’s hard to imagine a world without email – it has become such an integral part of everyday life. No wonder then it has also become such an important tool for businesses the world over to promote themselves to customers and prospects.

One of the most obvious benefits of email marketing is that it is so immediate. Your email can be with your customer in minutes and they can act on it instantly by clicking through to your website and pushing the Buy Now button!

It is also a very cost effective way to communicate with your contacts. Depending on the system you’re using it may be no more than you are already paying for your email service. This makes it affordable to promote even low cost items to your database.

And because email is so easy and affordable to use, you can test different subject lines, messages and offers to see which ones work best. You can also group your contacts and tailor your emails with a specific message for each group.

Email marketing is the perfect way to connect with your customers and remind them of your company, product or service. With more and more people accessing their emails by phone, you can reach them on the move wherever they are.

Viral marketing

Email makes it easy for people to pass on your marketing message to their friends, colleagues, family or any one of their contacts. By actively encouraging this ‘viral marketing’ you can quickly build a strong (permission based) email database and gain awareness for your product or service. Including incentives that link to your Facebook page or other social media, further encourages the sharing of information and expands the potential reach of your message.

Use email for

1. Driving traffic to your website
One of the most valuable things you can use email for is to drive people to your website. Of course there needs to be a good reason/incentive for them to go there – they are unlikely to want to click through just to have a look around! Decide what you want them to do once they get to your website and make sure you take them to the right page. Don’t link to your Homepage if the product/service you are talking about is buried under 3 tiers of navigation. Link directly to the page that contains the product you want them to buy or the service you want them to use. And make sure there is a call to action on that page e.g. Buy Now, Order Now, Contact Us Now, Register Now, Download your Application Form Now, Enter the Draw to Win etc

2. The second sale
Following up with customers by email after they’ve bought from you is an excellent way to encourage the second sale, particularly if they have been happy with the service they received with their first sale. The fact that you have remembered them and taken the time to get in touch will not go unnoticed.