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E-mail Ranks High in Boosting Site Traffic

A recent DoubleClick (www.doubleclick.com) study reports that 69% of American e-mail users have made purchases online after receiving permission-based e-mail marketing.

That’s great news for companies who have adopted e-mail as a marketing tool. The fact that almost 70% of people have made purchases as a result of receiving an online promotion offer demonstrates that e-mail remains one of the most effective marketing tools available.

An e-mail campaign can be quite effective if you spend some time creating a well-formatted promotional e-mail that is of real value to your customers and subscribers. In a recent report, eMarketer (www.emarketer.com) found that 67% of US consumers said they liked companies who, in their opinion, did a good job with permission e-mail marketing. This is proof that an e-mail marketing campaign that is well-designed and properly delivered will actually enhance your credibility among your customers and subscribers, as opposed to damaging it.

The key to delivering an e-mail promotion that your opt-in list of recipients will appreciate is paying attention to quality. Here are a few easy steps to ensure that your customers and subscribers receive professional, quality messages from you every time:

1. Make sure that your offer is directly relevant to your subscribers’ interests. If they opted-in to learn more about your specific product/industry, be sure that that is what they are getting.

2. Be sure to proofread everything you send out. Also, have someone else proofread it for you as well.

3. Test your e-mail promotion before you send out your mailing. This will help you catch any formatting glitches that might show up.

Keep in mind that if you are selling a product or service over the Internet, e-mail is probably the only dialogue you’ll every have with your customers and subscribers. This means that, along with your web site, your e-mail messages are the only tools you have to build trust and credibility. If you do a professional job creating and testing your e-mail messages before sending them out, your customers will get a professional image of your business and feel comfortable conducting business with you.

As you begin an e-mail marketing campaign, it is important to distinguish between spam and legitimate, permission-based e-mail marketing. Spam is basically unwanted e-mail that has been sent by a company with which the recipient has had no prior contact. Spammers usually get their lists of e-mail addresses by “harvesting” them from newsgroups and chat rooms, or through a wide range of other unethical sources.

To try and deal with this problem, more than half of the states have identified and prohibited several behaviors that distinguish spam from legitimate e-mail (visit www.spamlaws.com for various state’s laws).

Finally, the key to making e-mail advertising work for your business lies in understanding how it can help you build and maintain relationships with your customers (and potential customers). The use of permission-based e-mail will allow you to tap into the profit-generating potential of your opt-in list more efficiently – and cost-effectively – than any other marketing tool.

Have questions about starting your own permission-based e-mail program?

WebsiteDesigner.Com can help you in developing your own strategy for integrating this, and other web-based tools, into your overall marketing program.

Contact us at 800-505-5339 for a free consultation.

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