You can use email to market goods and services. But anyone who has tried to market stuff using email will tell you that it is not a very easy undertaking. If at all you are to be successful in email marketing, you need to go about it in the right manner. You also need to manage your expectations well: knowing that a good number of the people who will be receiving your emails won’t even be giving them a second look. It is really a game of numbers: where (depending on what you are trying to sell), perhaps only 1 out of 1,000 marketing emails that are dispatched may convert into a sale. So, how do you get started in email marketing? Here are the key steps.
Steps to follow when trying to market goods and services using email
Setting up the email account for marketing purposes: the email account to be used for marketing purposes can be one that is based on a free webmail service — such as Gmail ,Yahoo Mail or Hotmail. Alternatively, it can be one based on those email services for which subscription fees have to be paid. There is one distinct advantage associated with the email services for which subscription fees are paid. The advantage is in that the domain parts of the email addresses can be personalized — so that, for instance, they are based on your business website’s domain name. Such email addresses are sometimes regarded as being ‘more respectable’. Subsequently, a person receiving a marketing email from such an address may be more inclined to open the email – and actually read it – than another person receiving a marketing email from a free webmail address. The sad truth is that a marketing email originating from a free webmail address is often regarded as a spam mail, and treated in a contemptuous manner.
Acquiring a mailing list: there are people who sell mailing lists, and you can acquire one from them – though the ethics of doing so are blurry, and the mailing lists they sell may be of dubious value anyway. You can, alternatively, decide to build a mailing list from your contacts/address book or in some other way. Ultimately, you need to have a list of the people to whom you will be sending your marketing emails, and their respective email addresses.
Creating a marketing email template: this is a critical step, where you try to figure out what exactly you will be saying in your marketing emails, and how you will be saying it. There are numerous articles and tutorials online with advice on how to go about creating a marketing email template that is likely to convert into sales.
Sending the marketing emails: first you have to craft the actual marketing emails. You can do this using the marketing email template described in the previous step. Then you need to enter the recipients’ addresses to the emails, and finally dispatch the emails to those targeted recipients. You have to be careful how you go about this step, because if you dispatch too many emails to too many people at once, you may come to be viewed as a spammer.
Dealing with potential customers through email: should some of the people you sent marketing emails to respond, you would need to be careful in how you take things up from there. You would have to respond to their mails in a timely manner. You would need to try to figure out what their concerns are — and address those concerns comprehensively. You would need to be honest in your communications with the potential customers you acquire through your email marketing campaigns. You would need to be aware of the fact that when it comes to these sorts of dealings, potential customers are always afraid of being scammed. You would therefore have to find ways of reassuring them, even as you try to convert the email communications into sales.