Businesses keep their customers’ email addresses carefully. It is mainly for database purpose. But do you realize that it is also a big potency for email marketing campaign? If your business gets high volume of emails, then you have a good resource to start email marketing campaign as one of the free advertising campaigns. When it is done right, it is also one effective way to retain old customers and build brand awareness. Business owners should know that is saves more time and gains more future benefits to deliver good focus on old customers.
Obtaining new customers from competitors or a newly-born market is costly and not easy. That is also the reason for you not to lose the already in-hand birds. And hence, the email list is precious as an optimization to free advertising strategy. In fact, contacting people in your list, where they have you too in their list, is much more effective than contacting people who have not conducted business with you before. You do not want to be marked as spam marketer which later ruins your brand reputation, do you? Moreover, email marketing is virtually free. Here are some tips to make more from the free email marketing campaign.
1. Make email subscription offer for every new sign-up. This way you obtain the permission to send email and promotional offers. They can sign up for periodical updates or special offers, you just know in advance that they want to hear the news and do not feel annoyed at all. This is a contrary of the spamming technique many do, which usually results in really tiny conversion rate and ends up with worthless effort.
2. Determine the frequency of sending email campaign. Depending on the product and service type, it can be immediately or weeks or months later. If it is immediately, then make sure you have great offers included in the email. At any time when your business is offering special discount or program, however, it should be perfect to contact them or even let them know earlier. This will create a sense of personal attachment which results excellent in long term.
3. Make record of your customers’ last purchases. Information about what they bought before, when they made the order, and how they reviewed the product or service provide good resources for you to target the re-selling time. When it is the time, send them new offers and deals to remind them of your company as a great place to spend bucks. It is great to if you can remind what they bought the last time, if the purchasing time is already months ago or longer. This will also builds good impression of your business.
4. Make segmentation of your customers, as well as for their email list. You can group previous buyers based on their purchasing preferences, valued attributes, and needs so that the email campaign is relevant to what they want.
5. Measure the effectiveness of your email marketing campaign. You can measure the open rates and conversion rates when different types of offer or email are sent. This is one of the most effective marketing effectiveness measurements. When it comes to special offers, you know what types pf offers that gain their interests the best. When it is email material, you know what kind of messages, headlines, or closing that is more effective. It is fine to send the test email to few customers first to find out the best result.
Alex Wu operates a free advertising website that lets people advertise, build groups, and connect. He hopes to create an active environment for businesses to place their employment.
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