The world is envisaging a digital revolution and it has already changed the way of doing business. The developed nations use the technology to reap better profits in doing business. The internet and the websites have altogether changed the lives of millions of people. The cost of communication between people is drastically reduced and the pace at which the communication channel can be established has drastically gone up. It is very important for the business vendors to take advantage of this technological leap. Irrespective of your website or online presence, it is not encouraged to underestimate the importance of online marketing. Email marketing is an important aspect of executing online strategies and is considered to be one of the oldest forms of marketing too.

Follow-Up Marketing

Email marketing can also be termed as follow up marketing. Most of the visitors of your website do not buy products when they visit it for the first time. It is really important to give them some time and space to understand your business functionality. Adequate measures should be taken to make sure the visitors return to your website. This will play a crucial role and will reap better benefits especially when the visitors had planned to make a buying decision. Hence, this concept explains the importance of getting the contact details of visitors so that follow up messages can be sent periodically. Special discounts and offers provided through email marketing will encourage the visitors to come to the website time and again. This might even force them to make buying decisions in the long term. This procedure is often called as “Lead Capture” and is done through email marketing.

Email Marketing – A Potent Tool

Email marketing can be a potent tool in the hands of a skilled marketer. It is something beyond sending promotional messages and other information about the products and services. It will help in creating a system to understand and identify a class of curious customers and qualify them as potential leads and building an Eco-system with them. This will help in building long term relationship with these leads and take appropriate actions to convert them into customers. Can you believe that all these things can be made through simple mailing process?

Advantages of Email Marketing

This strategy would help the SME owners to create an effective online listing and help them to advertise their services. The investment amount is almost negligible when compared with the traditional marketing investments. There are lots and lots of advantages such as

  • An effective email marketing strategy will prove inexpensive and will help in taking the message to the intended audience who are considered as potential leads.
  • Email marketing can be made very much personalized and customized.
  • This campaign gives improved visibility to the products and services of the company.
  • It helps in getting quick responses and can improve the traffic inflow to your website in a short span of time.
  • This kind of marketing can be used during the launch of new services and products. It helps in educating the customers about the services.
  • This campaign ca also be used to make cross sell or up sell the products that would in turn improve the business volume.
  • A well defined strategy will help the customers to give proper feedback that will help in creating a perfect kind of bond with customers.

Is Email Marketing Considered To Be Spamming?

Some of the consumers have labeled this kind of marketing to be a spamming technique. Even some of the business men downplay the importance of this campaign as they do not wished to be spammers in the market. However, this is a wrong perception and as long as the enterprise owners follow the right kind of procedures in providing valuable information, the target audience is ready to grab the information and make use of it. The chances of hitting the delete button straight away keeps increasing when the marketers loses his concentration in this aspect.

It is a good practice to obtain the consent of the visitor to receive mails and make sure that attractive offers and discounts are offered in the first 2 or 3 mails. This will make them enthusiastic after which they will spare a moment to read your mails.

Common Mistakes Made In Email Marketing

Managing Subscription Manually

Some of the business vendors will try to manage their lists where the consumers would have given their aliased email address. The business owners will often find it very difficult to retrieve the email address that was given during the sign up process. This could be tedious and cumbersome.

Sending Email Through Desktop Mailing System

Some of the vendors will try to send bulk emails through outlook or through ISP provided emailing account. Most of them are not aware of the fact that these systems will have an upper limit for the number of mails to be sent on an hourly, daily, weekly or monthly basis. If the number of messages are exceeded, the system will block the channel and prevent it from delivering the intended mails.

Do Small and Medium Sized Enterprises Need Email Marketing?

The importance of email marketing should not be down played at any cost. It can give the best of returns for the investors. Even with a small number of mails being received will help the owners to reap maximum benefits. The positive impact could turn the fortunes for your business. If you can avoid the mistakes that a common vendor does, it can strike the chord to scale new heights in your business. Explore new ideas and promotional messages to convey to your clients in order to scale up the business opportunities.