Do people still want your message delivered to them via email or is it a dead medium?
Question from HBT reader: I was looking at the possibility of creating an email series – information delivered in increments to subscribers, sort of a workshop you might say. Is this too old-fashioned? What are your thoughts on this?
Despite all the marketing delivery innovations in today’s business climate, email is still an effective marketing tool. It has the ability to serve both the marketer’s goal (more sales) and the recipient’s needs (credible, desired information).
A huge advantage of email is the ability to send detailed, concentrated information with more staying power (in the inbox) – without the “click-away” distractions found online. You can put your name and message in front of subscribers again and again, and repetition is a valuable technique for increasing your sales.
A series of topical emails on a subject, product, or service, is valuable to folks who are moving through a decision phase into a buying position. The real results of a series of emails may come days, weeks, or months later when a purchase decision is finally made.
Be sure to monitor the results of your email campaigns and make adjustments to your layout, delivery parameters, and offers, to optimize for best open rate, click-through rate, and revenue returns. All the major email marketing services, such as MailChimp and Constant Contact, have advanced analysis and delivery options to help you customize and maximize the results of your messages.
All in all, email is still a great strategy for getting your name seen and your message heard. And it’s ideal for delivering a more personalized experience to your customers – establishing a one-on-one connection that may be missing with other user experiences. Give it a try and I think you’ll be quite pleased with the results!
ABOUT THE AUTHOR
Brett Krkosska provides how-to advice on small business and home-based work issues. He is the founder of HomeBizTools and the publisher of Straight Talk, a syndicated column that offers a unique perspective on today’s business issues.