With email having become commonplace among professionals in offices and other ordinary citizens alike, email marketing has also become an important part of the overall marketing strategy of businesses. They know that a significant part of people's time online is spent checking, sending and receiving emails. Professionals, especially in offices, tend to spend even more time in and around their email inboxes. Yet, you need to have an email marketing strategy in place in order to ensure the success of your overall online marketing campaign, which the following steps will help you formulate.
Step 1: Get the Permissions in place
Unsolicited emails are the equivalent of spam. And spam today is given the harshest of treatment, with spammers being equated almost at par with other hardcore criminals. So, get the permissions in place, like getting your addressees to register on your website and willingly furnish their email addresses, before you send out promotional emails to them.
Step 2: Know Your Addressees
Wrong email addresses will ensure your emails go nowhere; they will only bounce back hard into your own inbox. Likewise, know a little bit about your addressees like their gender, occupation, etc.before you start your email marketing campaign. Otherwise, you might end up like my friend who was trying to sell female lingerie to 60 year old men!
Step 3: Personalize Your Communication
A general ‘one-for-all’ email is unlikely to work by any stretch of imagination. You have to address the particular recipient of the email, know him or her reasonably well - at least in terms of the basics, and only then target them. Else, your entire exercise is likely to be fruitless.
Step 4: Time Your Communication Wisely
Emailing people on their professional emails over the weekend might not be a great idea. Once they get back on Monday, they would already have a deluge of emails, and would pay very little, if any, attention to your communication. Sending out professional emails during the holiday season, especially around Christmas, is again unlikely to prove effective.
So as you can see, you have to have a suitable email marketing strategy in place for your online marketing program to succeed as a whole.
Fabian Tan is a well-known Internet Marketing expert and the author of the popular 45-page Report:
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