Have you ever heard of spam? Of course you have, we all get
it and we all delete it. It can be annoying, but the truth
is that it does work. The more emails that go out the
better the return. However, for us average marketers
permission based emailing can be more effective because it
can generate leads that are much more responsive.
The average person gets over 300 email a week, and about 60
percent of them are spam! So if you are an email marketer
what can you do? One solution is through permission based
email marketing.
What does effective permission email marketing involve?
First you must get the permission of the customer. You can
do this by using a double opt in technique which requires
them to click on a link in an email which is sent to them
right after they complete a registration form. This means
that the recipient has expressed an interest in receiving
emails from you, the sender. Of course the subscriber is
also given the opportunity to unsubscribe at anytime.
The goal of email marketing should be to attract interest
and build a desire for your product or services. It is
still one of the most cost effective ways to contact
current customers and to convince prospects to become
customers. When done correctly, permission based email
marketing can be one of your most effective free
advertising techniques.
TIP: Provide value and your prospects will be more likely
to check out a few of your advertisements.
So, what is the difference between spam and permission
based emails?
Permission email marketing involves only sending emails to
people who have requested to receive them. Putting together
a successful permission based email marketing campaign is
not hard, what is hard is consistently doing what needs to
be done each and every day!
Spam is never helpful and rarely has any value. Sending
spam will never have any positive impact on any legitimate
business. But, permission email marketing is all about
turning those we do not know into friends and then those
friends into customers. By focusing on prospects who are
really interested in your offer you have a much better
chance of turning them into customers.
TIP: Your prospects are more likely to respond to your
email campaigns if your content is specifically based on
their interests.
What might compel a reader to open your email?
1. The from field. Make sure your company name is clearly
visible in the from field, and you should not use it for
anything else.
2. The subject line. The most compelling subject lines
contain discount offers, interesting news, and free offers.
Some key assumptions with which you should approach every
email marketing campaign are:
- You will need to send out multiple email messages over a
fixed period of time to get any results. You can then test
various messages. Remember that it is all about numbers and
percentages. One day a prospect will ignore your email and
the next day open it and purchase your product or service.
- The first part of your email is the most important.
Provide a few accurate, thought compelling words in the
beginning of your message and avoid starting with bland
copy or your company name. Avoid using words such as we,
leading, solution or there are. Know what interests your
readers and then give it to them, right from the start!
The purpose of email marketing is to interest your
prospects in your product or service which may then lead to
an actual sale.
Unsolicited bulk email or Spam is not worth the risk. Your
domain will end up being blocked by many ISPs and you may
even face some legal challenges.
In case you have not figured it out yet; permission email
is the ultimate marketing resource for the internet age.
Copyright 2008 Joe Rispoli
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Joe Rispoli has been involved with online marketing for
over 10 years. Would you like Free Advertising? If so, Joe
would like to invite you to visit his website at
http://ucanto.com where you will find many free advertising
resources for your business.
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