E-Mail Marketing To Boost Website Sales and Online Business
One of the easiest ways to grow your business using the Internet is through e-mail. No, not spam, but rather targeted e-mails to qualified customers and prospects. Many people have used this method with great success to syndicate my USA Today column to small business sites all over the world.
The idea is to offer goods or services to specific customers by e-mail. In this sense, it is not unlike traditional direct marketing—the difference is that you find your list of potential recipients through a web search, and your communication is electronic. For instance, say that you are an architectural drafter. You could e-mail architects across the country, explaining who you are, telling them how good yet inexpensive your services are, and offering to create a virtual partnership. If the architect is interested, he or she will e-mail you back, and you just may have a new client.
The challenge is that the one thing that really can help you make or close a sale—rapport—is more difficult to create online than it is offline. In the non-virtual world, you create trust and rapport the old-fashioned way: You meet people, look them in the eye, find something in common and so on.
So what do you do, especially when you are essentially cold-calling someone with your unsolicited marketing e-mail?
By creating an e-newsletter and making it intriguing enough that people sign up for it, you are getting them to “opt in” and give you their e-mail address.
Consider how powerful and incredibly useful that small act really is: These are people who want to hear from you. It’s a very valuable list. You can use it for later marketing: Tell your opt-in membership about upcoming sales and promotions, special events, and so on. By getting people to opt in and sign up for your e-newsletter, you create a list of potential customers who have given you permission to market to them. Fantastic.
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