It hasn’t been that long ago when the only option for businesses to market to customers was by mailing promotional materials.
The cost of printing and postage for promotional mailings is very expensive so many organizations now use email as a tool to inform, educate and promote products/services to customers.
Prior to the use of computers many businesses kept customer contact information on rotary card files.
Remember the old Rolodex card files?
This is how businesses stored customer contact information. I’m sure there are many businesses that still use this paper tracking system.
The world has changed since then and the way businesses communicate with their customers has changed.
Today organizations use technology to store, retrieve, and print customer contact information.
You may use technology to send mass mailings to customers for promoting a new product or service.
Many organizations now develop an email marketing strategy because the use of technology can save precious time and valuable resources that would otherwise be spent on paper and postage.
Email technology is changing how we communicate with our customers. More and more businesses are asking you for your email address.
When was the last time you checked out at a store and you weren’t’ asked for your email address?
Businesses know that collecting email addresses is the new way to communicate sales, promotions, or simple messages to customers.
3 Tips to Improve Your Email Marketing
1. Know the CAN-Spam Act
Just a few short years ago businesses were sending emails to anyone with an email address.
This caused many of us to get totally annoyed by all of the spam and Washington responded in 2009 with the Can-Spam Act.
This law has very specific guidelines for how businesses can collect email addresses and send promotional material via email.
If you are not familiar with the CAN-Spam Act be sure to get familiar so that you don’t violate the law.
2. Use an Email Marketing Service Provider
Businesses can only send out an email campaign if there are email subscribers – and subscribers have to give permission to be put on your email marketing list.
So how do businesses collect email addresses the legal way?
With the advent of email marketing strategies, there are companies that help you to automate the process.
These service providers take responsibility for your email list and make sure you have permission to send emails, offer the option of a subscriber to unsubscribe, and clean email addresses to keep them from bouncing.
There are many email marketing service companies available but I use MailChimp to manage my newsletter campaigns and automate my email marketing efforts.
I am able to set it and forget it by linking my blog to MailChimp and whenever I publish a new blog article it automatically goes into a campaign queue with preset times for delivery to my subscribers.
There is a good chance you saw this article by receiving it through our email campaign!
I can manage my subscribers by seeing the total list, who subscribed, who unsubscribed, and how often the email was opened. The data that is available is helpful in planning email campaigns.
3. Use List Building Technology and Opt-In Tools
Businesses are now realizing the value of an email list and often struggle with legitimate ways to add customers to their list.
They understand that the more people on the list the more customers it can reach with promotional materials.
Many business websites offer a free “something” in exchange for an email address.
We offer a free eBook for anyone who subscribes to our email list. And when we started our business eight years ago that is how we slowly collected email addresses.
But a few years ago I discovered a tool that provides visitors to your website more opportunities to opt in to your email subscribers list by prompting them to subscribe while visiting the site.
The tool I use is called the Sumo List Builder. I can’t tell you how valuable this tool has been for our business.
We were able to increase our subscribers substantially simply by using this tool.
We have been able to grow our email subscriber list by using this technology to prompt readers to subscribe.
And yes there is a free option for this tool!
This is simply one of many tools on the market that you can research and try.
The way businesses market to customers is constantly changing.
And in this ever-changing world of technology, many businesses have discovered that email is an efficient way to market products and services to their customers.
Now might be a good time to embrace technology to manage your email list but don’t forget to comply with the law, provide valuable promotions and content to your customers and watch your list of prospects grow!
How does your business use email marketing?