How Businesses Use Email Marketing
To make the most of email marketing in your business, we would like to share with you some powerful email marketing tips and examples of how businesses use email marketing. Even with the world moving to the internet for more and more personal and business interactions, the term “email marketing” is still one of the most misunderstood disciplines when it comes to building your business brand, loyalty, and sales.
As I am out with people and the conversation comes around to them asking me what I do for a living. When I tell them I own an email marketing company, the 2 most common responses include them either getting a blank stare on their face or looking at me like I just committed some heinous act like breaking wind in public.
It seems that many people today still equate email marketing with all that ridiculous spam email we all get and wish we could somehow vaporize (along with the sender of that offending spam email).
So let’s take just a moment to clarify something before we move on. Email marketing is not about sending merciless amounts of unsolicited commercial email to unwitting and unwilling recipients.
When I refer to email marketing, I am talking about responsibly and ethically building a list of people that actually WANT to receive your information. Depending on your particular business, there are a number of ways you may want to implement your own email marketing strategy. Let’s examine just a few of the possibilities and go over some examples of how businesses use email marketing:
Retailers, like any other business, thrive on new and repeat sales. The key is to be able to use email marketing to reach out to past customers, and build your prospect list by getting web site visitors to join your email marketing list.
Let’s look at an example:
Alternate Mode manufactures electronic drum and percussion instruments. This company gives web site visitors an opportunity to join their mailing list by filling out a form on their web site.
From time to time, the company may offer special promotional offers, promote music clinics, run seasonal offers, introduce new equipment, or run a liquidation event.
At any time, Alternate Mode can send an email newsletter or announcement to everyone on their list to promote these offers. This helps the company keep their name and brand in front of their customers and helps them generate additional revenues via promotional offers, liquidation sales, clinics, and promotional events.
Real Estate Professionals
Real estate professionals earn their income by connecting buyers with sellers. By creating an email list of buyers and an email list of sellers, real estate agents can quickly send out email marketing announcements about new listings, open houses, promotional events, seminars, etc…
Institutional and Commercial buyers will appreciate timely updates as new properties and opportunities become available within their market.
Restaurants all experience those typical “slow times”. Business can be seasonal. So how does a restaurant fill those empty seats and keep customers coming back for more? By adding customers to their own in-house email marketing list, restaurants can keep customers coming back time and time again by sending out coupons, special offers, event promotions, and more.
Most restaurants use a web site to let people know about live music, themed events, and special offers but if you are simply waiting on customers to find you online, you’re letting a lot of sales slip through the cracks.
By using email marketing to intentionally connect with past customers, you can keep those customers coming back.
Direct Sales is a business model being adopted by more and more traditional businesses. The key for the direct sales representative is being able to find and present their products, services, and/or opportunity to prospects.
Email marketing allows this to be done without the stereotypical “bug your friends and family” approach.
It’s very common for direct sales professionals to have a web site that describes their particular product, service, or opportunity. By adding a form where people can request more information, direct sales pros are able to build a targeted list of people that actually WANT to learn more.
This email marketing list can then be used to send out follow-up messages, announce special offers, and promote special events.
Additionally, email marketing can be an effective way to train the sales team that is being built in any direct sales company. Success in direct sales comes down to being able to duplicate the activity throughout the entire sales organization. Email marketing lets trainers send out tips, announcements, training, updates, conference call schedules, etc.. to their entire team with the click of a button.
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