Email Marketing can be defined as: The use of email to deliver permission-based communications to build relationships, increase sales, and improve customer retention. The definition of email marketing is, in itself, the outcome that marketers seek in the most simple and the most complex marketing campaign. Email marketing has grown in popularity because it is effective. Email marketing is an extremely potent marketing tool. It is a valuable and powerful method of targeting and reaching the masses with a message to compel them to respond, and become a part of a loyal customer base that you will do business with over and over, year after year, throughout your marketing career.
It works that way if you do it right. If you don’t, every email account has a delete button that works before the message is ever opened. In other words, if you don’t do it right, the client might never see the message. The most critical part of the definition above is that your email must be delivered to a permission-based audience. If it is not, it will usually go to junk mail and be deleted in bulk with the hundreds of other unwanted messages received by the recipient that hour. At that point the game is over. The relationship will not be built. Sales will not increase and the client will not be retained. Let me repeat, all email that you send out must be by client invitation only.
The next consideration in the process is content. You can either have a message that you send out to the masses, or you can customize it to appeal to a very specific targeted client. Before you determine which it is going to be, you should have a clear goal for why you are propelling the message out to the masses through cyber space. You will first want to define who you are sending the message to. Will it be customers, non-customers, or will it be both? If you can define the dynamics of your audience, then you will facilitate the process of creating valuable and targeted content. Furthermore, the more clearly the targeted audience is defined, the more effective it will be in speaking directly to the needs and desires of the client.
Beyond reaching and recruiting new clients, email marketing is extremely potent and useful in creating and solidifying a relationship with your audience. This is accomplished most effectively through occasional, relevant newsletters, or frequent, content rich messages that add value to the needs of your targeted client base. As you gain the trust and appreciation of your audience, you will find an open door to future emails to their account. You can now send information regarding current campaigns, offers, webinars, etc. Their side of the relationship building process will be to become a loyal customer that frequents your sites, populates your meetings and webinars, provides you with valuable comments and validation, and eventually refers others to join your mailing list. And by the way, their response will increase if you tell them along the way to visit your site, sign up for your webinar, or refer a friend to join your site.
I recognize that the scenario that I have just defined sounds simplistic. It is in fact a simple, birds-eye view of a very complicated and enduring process. Ultimately whether or not you are new to network marketing, if you are going to distinguish yourself as reputable email marketer who gives as much as you get from your audience, you will need to develop an in-depth strategy to reach, build a relationship with, and retain a loyal client base that will eagerly wait for and be responsive to each and every correspondence that you send out. Understand that creating a strategy is a living process that you must develop and tweak at various intervals of your marketing efforts. It takes time and focused effort to develop a solid strategy that produces enduring results. But always keep in mind that it is a process that is worth the time and effort that you put into it. Build the strategy well and it will serve you for years to come.
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