Email marketing has become a vital tool for small businesses that want to send regular marketing messages. The initial attractions are obvious – it’s fast and cheap. But that’s not all – email marketing offers sophisticated opportunities to target messages to the right people at the right time and bring in serious business.
Response rates for bulk emails are higher than for direct mailings, thanks to the immediacy of the medium. Results can be measured and used to make subsequent email marketing more tightly focused.
Direct marketing via email is an ideal communication method for any small firm that relies on its website for much of its business. Email messages can highlight special offers and new products and then prompt recipients to click through to the website.
Email marketing done badly does present some pitfalls, however. Indiscriminate emailing will be seen as spam. Responsibility and relevance are the watchwords. You must have permission to email the recipient. And if you want them to respond positively, you must send messages that are genuinely of value to them.
- The Marketing donut