Email is often described as the most effective marketing vehicle on the Internet
today. Compared to banner advertising or other methods, targeted email marketing
can deliver far better results at a much lower cost. It's also a very easy way to
lose money!
While it's true that a well planned, targeted campaign can deliver astonishing
results, a poorly executed campaign will just cost you good money. A good email
marketing strategy is built on a foundation of seven key tactics.
Tactic One: Use E-Zines To Target Your Audience. Since you're probably not starting
out with a mailing list of your own, you'll want to use opt-in email newsletters
to find and reach your desired audience. Even as your own mailing list grows, e-zines
will probably remain the most important vehicle for your marketing efforts. I recommend
that you subscribe to and/or read several issues of any e- zine before buying an
ad.
Tactic Two: Test Your Copy and Offers With Classified Ads. Your first efforts
at writing a really profitable e-zine ad will probably be a painful learning experience.
In order to keep it from being an expensive lesson, use low-cost (or free) classified
ads to test different headlines and offers. Once you've built up your own mailing
list, you should be able to test your ads for free with "ad swaps," and even make
some money in the process.
Tactic Three: Give Good Ads Top Exposure. Once you have an ad that's tested well,
your best results will come from "top ads" (also known as sponsor ads) in the e-zines
you've selected. The best ads, running in the best spots, in the best e-zines, will
usually give you the maximum return. Some e-zines also offer "solo" ads at a higher
cost, which allow you to send an entire sales letter to their list.
Tactic Four: Write Articles & Reports. Writing short articles and reports on
your chosen subject will let you get free advertising, increase your credibility
in the eyes of your prospects and customers, and provide a ready source of material
for your own opt-in newsletter. Free reports are also one of the best freebie offers
you can make to increase the response to your advertisements.
Tactic Five: Build Your Own Mailing List. One of the most important parts of
our strategy is to build your own opt-in list of customers and prospects. Over time,
this list will become a serious source of revenue, and a vital strategic asset for
your business. It costs little or nothing to mail to your own list, and sharing
your knowledge through a newsletter will help you build a loyal following.
Tactic Six: Never Stop Testing. You should always be testing, making small changes
to your ad, your offer, your website, maybe even the price of your product, to find
the right combination. It's not uncommon to double or triple the total conversion
rate over the course of a 3-month email marketing campaign. Little gains add up
to big profits over time.
Tactic Seven: Offer A Well Targeted Bonus For Responses. It's often helpful to
offer a free bonus in your e-zine ads, as an incentive to respond. Be mindful of
what you're offering, though. After all, if you give away $10,000 anyone will respond.
On the other hand, an offer of free Palm Pilot software will only attract people
who own Palm Pilots. Use your bonus to target the people you want to respond.
While these seven tactics are a good starting point, it's impossible to reduce
email marketing to a single 600-word article. A good starting point for more information
is the About.com guide, at http://email.about.com/cs/emailmarketing
I wish you success.
