Understanding Email Marketing

Updated: April 21, 2022

Understanding Email Marketing

Understanding email marketing is critical to your business success. Let’s look at what email marketing is, how it works, and how you can use it in your business.

What Is Email Marketing?

Email marketing is a powerful marketing channel. Whether you refer to it as direct marketing or digital marketing, this powerful system can be used to promote your business’s products or services. It can help make existing customers aware of your latest items or offers. In addition, email marketing can play a pivotal role in your lead generation, brand awareness, building relationships and keeping customers engaged between purchases through different types of marketing emails.

How Email Marketing Works

In it’s simplest form, for most businesses, email marketing is the sending of commercial email messages to people who have requested the information.

You can use email marketing to inform your current customers, drive repeat and new sales, and build a community relationship around your brand.

Modern email marketing has moved away from one-size-fits-all mass mailings. As we begin understanding email marketing, we realize that we need to focus on consent, segmentation, and personalization to maximize our results.

When someone requests your information, email marketing tools automatically follow up to send your information and follow up with more value added content to build that rapport and, ultimately, generate sales for your business.

How You Can Use Email Marketing

Your business can easily offer prospects an opportunity to learn more about your products and services via email. They would make this request by filling out a capture form you have added to your blog or web site. You can also create stand alone capture pages very quickly.

The amount and type of information you request from your visitors can be as simple as an email address only or as involved as gathering preferences and statistical data. The more detailed the information is, the easier it will be to target and segment your lists for maximum impact. The good news is that you can test different options to see what produces the best results for you.

As your list begins to grow, the most likely approach will be to have your autoresponder send out pre-written letters that give prospects the basic idea of what you offer and how it can help them.

You can also set up broadcasts to inform prospects about special offers, incentives, and more.

Understanding email marketing doesn’t have to be a challenging process. By applying our TABS method, you can quickly integrate email marketing in to your overall business strategy and begin seeing results very quickly.

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