Email Marketing – Is It Right For Your Business?

To get the benefits from your email marketing software you must ensure that the data the calculations are based on is as good as you can get. If you are going to invest money and other resources into a marketing campaign you will want the statistics you base your assessment of it on to be accurate.

On the flip side, I speak to entrepreneurs all the time who are looking for guidance in setting better goals for their social media campaigns. Some of them are frustrated because they do have over 5,000 fans, but the fans are not being converted into customers. I see it happen all too often. Once you decide what is really important to you (popularity vs targeted leads), a more practical approach to align your goals with your social media tools will yield better results.

Start building a list I am not talking about writing down everybody that you know. I am talking about building a list of prospects that request information about your company, your products, or your expertise, and the most efficient way to do this is online. All you need to do is put good content in the market place. You could make videos about your business, you could even write articles like this one. Create something of value so prospects want to join your list.

This may sound obvious, but the bigger your list, the more effective your campaign will be. Building your list is tricky as you cannot just enter random email addresses. The best way is through an ‘opt-in’ button where people can subscribe to your newsletter.

You might think it possible that local traditions dictate that email marketing is a bad idea on a certain day. You can quite easily split your email list into two and see if there is a significant difference. Your email marketing services will make this clear.

Include your own opt-in button on as many of your web-pages as possible. It is particularly important to include one on your home page and your checkout/contact page if appropriate. You may want to refer to your opt-in button when writing Call-To-Actions. These may be at the end of blogs and web articles and could potentially attract more subscribers.

Keep track of where your leads are coming from. It’s easy to have the form identify exactly which page it’s coming from. Forms on the service pages should get immediate personalized follow ups while newsletter sign-ups should be treated as long term leads and treated with more patience. This will also give you clues exactly what kind of accounting service the prospect is looking at. It’s a pretty safe bet that a lead for an accountant from the “Compilations and Reviews” page is a business owner who’s worried about cash flow. All of your Service and Free Reports pages will give you similar clues.

Do not ignore the data you get from your email marketing software. It will show if you are hitting your targets. And listen as well to your customers. If they ask for a subject to be covered, cover it. And let everyone know you have done so.

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