Some Tips For Small Business Email Marketing

Small business email marketing can make your company more successful

, but if you really want to get the most out of your campaign, there are a few things that experienced e-mailers have learned to do.

Today, e-mail is the least expensive and the most successful direct marketing solution available. It's also better for the environment, because it is paperless. Here are a few tips for those of you that are just starting out.

The goal of small business email marketing is to get your prospective customers to open their mail. Some companies try to write enticing subject lines, but research indicates that "boring" works best. Be short, simple and to the point. Call it a newsletter, an update, an invitation or a news bulletin. Don't make the subject line look like an advertisement. The recipient won't open it.

If you are using this kind of direct marketing solution, you need to learn how spam filters work. People do not look in their spam boxes. You need the correspondence to reach their inbox. You can expect that 10-20% of your e-mails will get stuck in a filter, no matter how careful you are. There's no way to guarantee that your mail will end up in the in-box. But, there are some things that guarantee it will be trapped by a filter. So, here are some things that you should not do.

When you are doing small business email marketing, do not include phrases like "click here", "free" or "buy now". Avoid the use of exclamation points. Avoid talking about lots of money, breakthroughs, mortgages or money back guarantees. Do not use the phrases 'contains urgent matter" or "why pay more". Your e-mails will end up in junk folders, time and again.

In order to make this direct marketing solution work for your company, you need e-mail addresses. How do you go about getting them? The most effective means is to have a sign-up form on your company's website. What about buying a list for bulk mails?

Like the old fashioned direct marketing solution of sending coupons or flyers to "resident" at an address, bulk mailers almost never work to your advantage. List renting is an option to consider, however.

You can ride on the back of another company that has been collecting e-mail addresses for years. If they approve of your campaign, they will send your mail to consumers that have opted in to receive announcements from the parent company's affiliates.

Of course, there is a fee for this kind of small business email marketing, but it might help you get your foot in the door.

by: Wayne Messick

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