Email Advertising Marketing

How To Do Email Advertising Marketing

An email advertising marketing strategy is an increasingly popular way for companies, of all types and sizes, to get their messages to consumers. For large companies, this strategy may be part of a much larger promotional campaign that includes television commercials and advertisements in such print media as newspapers and magazines. Often the promotional campaign centers on a particular theme, slogan, or product. The various elements of the promotion are all designed to build brand awareness for the company and to elicit a certain response from consumers. For example, an international financial institution usually promotes itself as a stable and trustworthy business. On the other hand, a well-known retail clothing store catering to teenagers and young adults usually promotes itself as chic, fashionable, and fun. The campaigns are very different, but each one has the same goal of building brand awareness to the target audience. The financial institution's email advertising marketing strategy may provide periodic investment updates or information on how government buyouts affect local economies to current clientele. The goal for this part of the strategy may be to develop customer loyalty rather than to attract new clients. The fashionable retail clothing store may send emails announcing the arrival of new fashions and accessories to customers who have previously provided their email addresses. For smaller companies with niche audiences, the email advertising marketing strategy may be the predominant component of any promotional campaign. These niche companies don't have the money to purchase expensive magazine or newspaper advertisements, nor do they have the budget for creating and filming television commercials, let alone buying the air time. But emailing potential and current customers is a relatively inexpensive way to advertise products and services. As an example of a niche company, let's say that a vintage toy collector manufactures a specialized solution that gently cleans old toys without damaging old paint. To sell the solution, along with other related products, the collector creates a website that includes a pricing guide for vintage toys, photographs of some of the rarer items in his own collection, and a message board for other collectors to exchange information with another. Visitors to the website may be asked to provide email addresses in exchange for a sample of the solution or some other incentive. The collector uses these addresses to build a distribution list. He can now use email advertising marketing techniques to keep the company's name and website in front of consumers who have already shown an interest in vintage toys.

Nonprofit organizations also utilize email advertising marketing techniques to communicate with volunteers, supporters, and donors. No matter how large or small the nonprofit organization may be, it has a mission to fulfill that requires the support and assistance of others. Periodic emails can provide information about ongoing activities, donor contributions, volunteer training opportunities, and important initiatives. For example, a national organization promoting legislation in support of home schooling may send out monthly newsletters reporting on the bills that are being filed in the different states that either help or hinder home schooling parents. State branches of the national organization may follow up the emailed newsletters with more personalized messages urging constituents to contact their state legislators and expressing their viewpoint on specific bills. A local nonprofit organization may be formed to prepare for a city's centennial celebration. An email advertising marketing strategy may be developed, albeit it on a much smaller scale than that of a national organization, to let interested citizens know of various committee meetings, fundraising endeavors, and interesting facts about the city. These types of promotional campaigns, whether soliciting volunteers or donations, help to garner interest in a specific cause and provide invaluable information to supporters. Most people enjoy being part of a worthy cause and sharing not just money, but also skills and experiences with others. One of the psalmists wrote: "I have not hid thy righteousness within my heart; I have declared thy faithfulness and thy salvation: I have not concealed thy lovingkindness and thy truth from the great congregation. Withhold not thou thy tender mercies from me, O LORD: let thy lovingkindness and thy truth continually preserve me" (Psalm 40:10-11).

Experts in the growing field of email advertising marketing techniques stress the importance of permission-based emailing. Anything other than that is spam and is illegal in certain states. In the examples given above, the businesses and organizations sent emailed messages to current customers or website visitors who willingly gave their email addresses to the company. Businesses and organizations may also rent distribution lists, but should be assured that the people whose addresses are on that list agreed that it is okay for other companies to contact them. Many companies and organizations, including sole proprietorships, often find it helpful to implement a subscription opt-in system. Website visitors opt to subscribe to periodic emails, such as a monthly newsletter of relevant information on a particular topic of interest to the subscribers. These emailed newsletters almost always include a link so that the recipient can unsubscribe to the newsletter at any time. Sophisticated software applications automate both the subscribe and unsubscribe features. Utilizing this type of software makes it easy for just about anyone with a website and a message to develop a monthly newsletter for others with the same interest. Additionally, there are many internet firms that specialize in providing email advertising marketing assistance to their clients. They can assist a business or organization in developing a distribution list, creating a newsletter template, and tracking results from test advertisements. Whether a business is a one-person shop or an international conglomerate, advertising and marketing through email is an important promotional strategy.