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Many of us still consider Email Marketing as
Unsuccessful Marketing Medium
Email campaign has by far continued to be the most powerful medium to bring down your marketing expenses by almost 70% !!!

By following few simple tools and basic information, email can become a profitable component of their marketing program for any business.
Myths and Misconceptions of Email Marketing

Many consider that e-mails, what we all receive on a daily basis, has ruined the effectiveness as a marketing tool while Spam has its attention to instill much confidence in this medium. Here are some Myths of Email Marketing.

Email Marketing is not Effective

This thought erupts from people who cannot distinguish between a Junk and a Useful permission based e-mailer. A Permission based email campaign still stands powerful and easy to track. It also measures the credibility of campaign and data quality.

An Email campaign still remains one of the most effective marketing tool. Many companies still focus on Email campaign as 90% of their marketing medium.

Studies have even shown that almost 75% of buyers have bought something of their choice as a outcome of online promotional mailers.

You read it right?..75% of buyers as a outcome of online mailer.... do we still consider email marketing as ineffective??
Promotional Mailers are a spam / Junk mail
Spam, or in other words junk mail, is basically unwanted e-mail sent by a company to a recipient with no prior contact.

Customers are smart enough to differentiate a Useless junk mail from that of a meaningful mailer.

A right database provider or a DM company will help you choose your target audience from range of their consumer lists which has been designed to fit any kind of campaigns. These databases would also be tested for the high standard accuracy levels. Check with your appointed DM company for the same.

Though spam is considered negative by many, studies reveal 60% of online users prefer e-mailers from online merchants.

Now, if 60% of online users prefer receiving promotional email from you, then you are damaging your business prospect by not using E-mail as a marketing tool.

So, unless you are really spamming, you don’t have to worry that your customers will think you are!
Email Campaign is difficult to design / deliver or track the response

Many businessmen, who consider email marketing as a useless tool, have in fact never tried it. That’s because they think process of creating and sending out e-mailer is by far too complicated and difficult.

Just breeze the process…. Follow these basic steps:
    - Create a mailer
    - Link it to your website or mention your contact details on it
    - Choose the target audience
    - Execute the Mailer
    - Track the response
    - Get in touch with the interested and sell your products.

It sounds good right?? But it really is even easier.

Remember, never to experiment it yourself.

Let a DM (Direct Marketing) company have this done for you. There are new tools being created all the time that make the process even simpler.

Do not compromise on the quality of the database you use for sending the mailers. Send only to your target audience. Never OVER-DO.
E-mailers spoil credibility of my products and services
You have your products to offer on Internet but you just don’t use an online medium to promote your products??

Few Small time business owners even feel E-mailers would brand their products and services with lower customer opinion. But it’s just a rumour.

A poorly designed email campaign will probably spoil your business credibility. A mailer with spelling mistake, poor color combination, text combinations or offensive advertisements might surely bring down your business ethics.

A Good Emailer needs to have a combination of Text and Images. Imagine a mailer promoting handicrafts with only text and no images to show or a vacation portal promoting offers without images of destination. Will that impress you??

You, as a Business Owner, will have to invest on creating and designing well formatted promotional email that offers real value to your prospective customers.

Appointing an experienced DM company to completely design and execute the campaign from start to end, will give you the progress from day one.

Studies show that 67% of consumers pay more attention to permission based e-mailers. This proves that a well designed Email campaign can enhance your credibility among the customers.

If you wish to send recurring mailers to your prospects, have permission based mailer which enables the respondents to subscribe and unsubscribe from receiving any more mailers. This would certainly increase the attention from your prospective customers.

Pay attention to the quality of your e-mailer and the campaign target. Here are the easy ways to ensure a quality campaign.

  • Send relevant offers to relevant prospects. Choose right set of target audience. Don’t just OVER-DO.
  • Make sure your offer is sensible with relation to your subscriber’s interest. i.e: Don’t send offer mailers on cosmetics if your subscriber has chosen for learning about new gadgets.
  • Proof read your mailer before sending and also let your colleagues proof read as well.
  • Sign up for email addresses at most popular email services like Hotmail / Yahoo / Gmail / Rediffmail to test the delivery of your email promotions.

Incase you have products and services to offer over internet, E-mailer is probably the only medium you might require to communicate your offer to your prospects and customers.

Instead of trying your inexperienced hands on the campaign, please appoint a DM Company to do a professional job creating and testing your email messages before sending them out.
Prospects/ customers may unsubscribe from receiving any more mails from me
This is a common worry among some online business owners. But the fact is that people who leave their email addresses with you are actually expecting to hear from you. Otherwise why would they ever give their contact details??
By the way, few unsubscribers here and there are not going to spoil your business. After all you only need to offer to people who are interested in your offer.

Not Convinced Yet?? Check this….

Accordingly to DMA (Direct Marketing Association) and the Association of Interactive Marketing, about 63% of companies have found E-mail marketing as their most effective customer retention tool.
‘Customer Retention’ simply means maintaining your current customer from buying products or services from your competitor.

Aren’t you looking for your first time customers to come back to you for a re-order?? Yes of course isn’t?
Retaining a Customer is the most important aspects of any business. Losing even one single customer to your competitor is more valuable than recruiting a new customer.

As already mentioned, You as a Business Owner have full rights to choose your target audience.There are some good Database companies in the industry to help you choose your target audience from their consumer list.

These agencies are well equipped to understand and evaluate what works better for their clients. They will help you turn your marketing tool into profit generating potential with more efficiency and cost effectively.So just explain them your product and whom you wish to tap. Rest (the activity and tracking) will be taken care by your appointed DM company. Remember to ask for a customized format of the tracking and response sheet.

These companies can even provide you with an Itemized response sheet which will help you know as to how many have actually gone through your mailer.

In brief:

  • Always identify the right target audience
  • Create a good mailer with mix of text and images for better understanding of your products and services. Don’t use huge images which take a lot of time to download.
  • Use easy to understand words
  • Always appoint a DM company to do your required task and make sure they meet your requirement.
  • Do not, ever, compromise on the quality of the database used.
    The rest as we put it, is a breeze of process.

First and Last of all, understand how your mailer can build and maintain your relationship with your customers and customers-to-be.

Email Marketing is incredibly powerful and cost effective way to sell goods and services despite what people perceive as myths.

Happy Emailing!!

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