Incorporating Email Into Your Marketing Strategy

Incorporating Email Into Your Marketing Strategy
Incorporating Email Into Your Marketing Strategy Not all companies feel they have the time or resources to be constantly rethinking their marketing strategies, and they fall into a set pattern and lazy habits: posting out catalogues to the same old mailing list once a year, dropping new text into the ad the work experience designed six months ago. If this sounds familiar, maybe its time you gave your approach an overhaul. If you don't already, consider using email as a marketing tool: its costs are minimal and yet it can produce big results.

Firstly, of course, compared to direct mail, email slashes your production and postage costs as well as being kinder to the environment, and you can reach your intended audience whether they're at home, in the office or on the other side of the world.

Also, emails get read. Do you spend more time checking your inbox or sitting by your letterbox? Emails can be quickly opened, scanned and then junked if they're of no interest. We can easily opt-in to receiving promotional emails, or subscribe to email newsletters on subjects that are relevant to us, meaning we are happy because we're receiving information we've requested, and the senders are happy because their material is being read by a receptive audience.

There are practical considerations as well. If you post someone an order form then you're relying on them bothering to find a pen, fill out the form and take it to the post office, whereas if you send someone an email with a link to your online ordering site then they can quickly and easily make a purchase. The other advantage to this electronic method is that it's easily trackable, making it easy for you to see which campaigns generate sales and so what types of offers and designs work for you and your customers.

But email marketing is not just about the hard sell. Because costs are so low you can afford to be more creative with your marketing strategy. You can use emails to build loyalty and brand awareness.

One way of doing this is with email newsletters. These should contain an interesting mix of content relevant to your business: for instance, if you are a grocer you might include a news piece on organic farming, a recipe for carrot cake and a special offer on vegemite. The emphasis should be on reminding your customers about your company and making them feel good about it, rather than pushing them to buy.

Emails are also well suited to competitions, which can be a good way to boost brand awareness, promote your products and collect contact details for potential new customers: lots of us are happy to spend a few seconds filling in a form if there's a possibility that we might win a prize for doing so.

Of course, you can also use emails for more conventional forms of advertising. A catalogue sent to an email address can be browsed in a lunch hour or a break between tasks. A simple sales pitch can be made quickly and powerfully by a simple, bold offer or information on a discount sale emailed direct to a customer's inbox.

Whether you're using email to make a quick sale or for more long-term raising of brand identity, it is vital that you send your messages to the right people. Make sure that your mailing list is up-to-date and that new potential customers are being added; if your mailing list is old and patchy, consider registering on, where you can quickly and easy build an extensive mailing list customised to your business and with up-to-date contact details.

Email marketing can be an amazingly effective way of targeting the people you want to target. Plan well, and it could make a big difference to your bottom line.