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E-mail marketing overview 

e mail marketingAlthough there is now an e-mail barrage, e-mail marketing continues to be an incredibly valuable, cost effective form of communication. It becomes more important now than ever that your e-mail marketing efforts are somehow differentiated from the torrent of e-mail now received by all of us on a constant, daily basis.  Sometimes it may take several messages before your e-mail even comes to the awareness of your target market.  How can you make your brand stand out?  Robert Allen, reports in Multiple Streams of Internet Income some ways to
differentiate your e-mail marketing from all the spam that now crams our e-mail boxes on a daily basis.  Paraphrasing his comments, he basically concludes that: 

  • Be brief but valuable with your e-mail marketing message. You want to make your e-mail message valuable enough to make people want to read it immediately but short enough that they will not set it aside to be read later.  Most studies have found that e-mail marketing messages set aside for later will never be read.

  • Reward people for reading your e-mail. You should reward people for reading your e-mail immediately.  This may be in the form of a coupon or some type of information or surprise that will make them want to come back for more.

  • Add a human touch to your e-mail marketing message. You can make your e-mail messages more valuable by adding interesting quotes, bits of humor, valuable tips, moneymaking ideas and something very personal that will humanize your e-mail message.

It’s very important to get your readers to anticipate your e-mail marketing message.  Some e-mail marketers are able to get their audience to the point of actually hungering for their e-mail if they have not sent anything for a while.  You want to make your e-mails a rewarding experience rather than an annoyance.  As you're building your brand awareness in your target market’s mind, you want them to think of you as "oh great" not “oh, them again".  Robert Allen quoted the words of marketing expert Jeff Paul who explained the marketing process eloquently: 

My definition of marketing is setting up automatic, repeatable systems that create an environment where people want to buy from you instead of you having to sell them.

 The basic marketing model is lead generation.  Get people to raise their hands. Then you've got to repetitively, continuously, never endingly, unceasingly, dependably, predictably, naggingly, and annoyingly follow up with those people, follow up with those people, and follow up with those people.  Unfortunately, most business people just don't do that.  They will not follow up with leads and they will not follow up with customers.  And the amount of money that they cost themselves is enough to buy a few vacation homes and retire 10 years early.  The craziest thing is to go out and find you people when you got all those interested leads that will eventually do business with you. 

Ultimately, the best way to generate leads with your e-mail marketing system, is to differentiate yourself from others by providing valuable information, relying upon several e-mails and then following up , following up, and following up. 

Some information from Robert G. Allen's Multiple Streams of Internet Income 

Additional information and web page by Paul Susic CEO/President Susic Psychological Consulting P.C.

 

  
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