One of the key goals of any email marketing campaign is to help build and improve the company's brand awareness along with it's customer base as part of a longer term goal of increasing the revenue generated by that business. Unfortunately it isn't as simple as sending out hundreds of emails and watching the money come rolling in - there are many aspects which must be done correctly if you are to see a return on your efforts.
So what sort of email marketing campaign will be most effective for you and your company? You should start buy determining what aspects of your company you are looking to promote and what areas of the business you need to improve the sales for? By considering your initial goals you are forming the building blocks of your email campaign which you will be able to further utilise in order to market your company's products and services to the outside world.
Now that you have decided on the goal of your email campaign and the theme it is likely to take you need to begin sending out the actual emails. Many businesses find that it is more cost effective if they allow a specialist email marketing company to manage their campaigns. A simple internet search will help you to bring up a list of potential providers who you will then be able to contact and decide who would be best at handling your requirements. It would be strongly recommended that you work alongside a company which will provide a complete email marketing solution. An established company with experienced staff will be able to manage your campaigns in such a way to maximise the chances of your email actually being opened and not simply ending up in the junk folder of your customers. Email marketing companies will have templates which have been tried, tested and proven to work - this will give you more confidence that your money is being well spent.
If you are in the position where you don't have a list of customer contacts then there are a couple of ways you can go about taking care of this. You can approach your current customers and ask if they would like to sign up to your mailing list (make sure it is also obvious from your website how to sign up) or you can approach a broker who will be able to sell you a list of email addresses. The crucial point here is that you must get people's permission before you sign them up to your mailing list. You can't simply scrape addresses which you find online and hope that these people will be interested in your product. If you are investing good money in an email campaign it is vital that there are no weak links in the chain and it will pay to make sure that the email addresses on your list are from potentially interested parties.
All that is left to do before you send out your emails is to make sure that they will be readable by various email clients. Again, if you are working with an email marketing company then they will be able to take care of this testing for you.
Trevor Richards writes on behalf of Extravision (www.extravision.com), a leading UK email marketing company.
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