Cheap, targeted, universal, personal, trackable the list goes on. Put all of these together and they sound like a marketing wet dream, this is what an email marketing campaign can give you. If you’re not some faceless multinational then there is no point in you putting adverts up at Piccadilly Circus on in the Super Bowl ad breaks, sure millions will see it but it’s not direct enough and it sure as hell is not cost effective.
Nobody likes a cheapskate but when its your business, surely you would rather your hard earned dollar went in your pocket and not to advertising companies. Large business have such huge advertising budgets that they can afford to use television, billboards and other older types of advertising, sometimes just to keep their brand in your head, how enthusiastic was that drumming gorilla ? Does anybody really like Phil Collins that much? So while the adage “if you can’t beat ‘em, join ‘em” stands for some things, a little creativity and sideways thinking will be just as effective and save you money. Email marketing if targeted and not just sent out as random spam, is a very good way of telling new and existing customers about your new and existing product, offers and services.
Having a sing up box on your website so that you amass a sizeable mailing list will hugely increase the number of people you can communicate without leaving your home or office. And while people may be hesitant to give out their email address, if you offer them something in return people become much more willing to engage in communications. Informational videos or a series of informational emails giving the potential customer information they would have to pay for otherwise at the same time showing off your expertises in your area a simple method you both benefit from. After time you will have a well established digital relationship where the consumer now knows who are, what you do and hopefully that you do it better than anyone else, so why would they go elsewhere?
Having this ethical bribe where you swap information for an email address means that you know that the person you are contacting has already shown an interest in your field. This means you can tailor your content very specifically and you’re not wasting your time contacting people who don’t give a danm about what you do. Because of the internet you can now connect to people 24 hours a day and however many days there this year. So you can make sure that the right information is being sent to the right person at the right time all that’s left (sorry) for you to do is start. There are programs that exist that will do this all for you all you have to do are fill in the blanks.