Email marketing is a key communications tool in the marketing mix for small and medium sized enterprises. If you get it right, it is cost effective, targeted, personalised, measurable and good for attracting and retaining customers.
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In the 2008 Email Census, email was rated the second-best channel (after search engine optimisation) for return on investment.
Your emails should be helping to build a trusted relationship, establishing your expertise and ultimately increasing repeat and new sales. The most successful emails combine valued content with short sales and marketing messages that have links to specific ‘landing’ pages on your website for more information. Regular
contact with customers will ensure that they learn about your offering ready for future purchases. However, if you get email marketing wrong it can be an enormous waste of time, damage r
elation ships and restrict the future use of this ideal marketing channel.
So how do you get your email marketing ight?