17 Sep

Firstly, I’d like to apologize for the prolonged silence. But no worries, we are ready to resume on our email marketing tutorials, so here goes part two..

Before even considering which email program to use, you must start of with a marketing plan. If you don’t, you’ll find that you are only attracted by all the bells and whistles available.

Every single marketing campaign must be regarded with respect. After all this is going out to your most valued stakeholder. You must set the goals for all your email marketing strategies long beforehand to ensure that you know whether your efforts are bearing fruit adequately. Some typical marketing goals may start off as:

  1. Encourage reselling and cross-selling of products and services to customers.
  2. Existing customers of the new developments in the product or service offering.

Nurture prospects by offering them valuable information that answers their concerns in purchasing.

All your goals MUST be measurable and defined realistically. Furthermore, do not be lead into defining objectives based on “corporate ego-centricity”. Forward thinking businesses do not have time for vague platitudes such as:

  1. To increase the number of impressions
  2. To build brand recognition

Such objectives make you lose touch with your customers’ actual needs and negate the positive effect of all your hard work. Remember, on the internet, your prospect has all the control. In fact, they should occupy center spot in all your efforts, on and off-line.

The simplest way to set these goals is to use any of the following criteria:

  1. Total sales volume
  2. Sales volume by product, market segment

You must also decide early on how you will measure the success of your efforts. If your clients do not buy online, you may ask every customer/client how they heard about you at the till. This will enable you know how to better focus your marketing efforts and budget in future for best results. It will also show you the areas of improvement.

At the end of these tutorials, I will provide a sample email marketing template for you to customize for your business.



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