Why Email Marketing Matters

Today’s small business owner is trying to figure out why email marketing matters. Businesses must find more efficient and cost-effective methods for attracting new clients and creating customer loyalty. Advertising budgets are stretched to the limit and companies are looking for ways to get more done with less money.

Email marketing matters more now than ever before. Here’s why:

In simple terms, email marketing can be defined as the use of email to communicate with your market.

Some of the most common uses for email marketing include:

* attracting new clients

* increasing customer loyalty

* training sales reps

* building brand recognition

The challenge for many small businesses in determining whether to use email marketing is finding out how to use email marketing without crossing the line in to unacceptable email practices such as the sending of unsolicited commercial email or “spamming” as it is commonly known.

One solution many companies are choosing what is known as a Sequential AutoResponder to handle their email marketing tasks.

Sequential AutoResponders are designed to collect information from web site visitors. This information is stored in a database that can be used for ongoing marketing efforts. Because reputable AutoResponder services use methods to confirm subscriber identity and interest, they are a good safeguard against troublesome spam issues.

Ideally, a company will add a subscription form to their web site, company blog, forums, etc… and invite visitors to subscribe for regular updates, free information, white papers, etc… Brick and mortar businesses such as restaurants or sporting goods stores may also offer an option to sign up for the email marketing list at the counter or check-out.

This begins the process of building a list of prospects.

Your AutoResponder can be set up to send information to this list of prospects.

The information sent out could include:

* Updates about company events.

* Announcements about special offers.

* Training information for resellers.

* Press Releases.

* Coupon offers.

* Weekly Articles.

* Ezines.

* And more …

Of course, Email Marketing works best when the information is relevant, timely, and professional.

Many AutoResponder services include pre-designed templates and editors. These can be used to create full-blown email marketing campaigns that look like your business web site to support branding and reinforce your online identity.

By utilizing tracking technology, AutoResponders can show you how many people opened your message and how many people clicked through from your message to your web site or sales page.

Cost savings, virtually real-time tracking, and flexibility make Email Marketing with AutoResponders a clear choice for many businesses today.

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