The Basics Of Email Marketing

Email marketing has been around since the 1990's and has continued to grow

, proving to be an extremely effective method of direct marketing. Any web-based business owner who doesn't own an email list is losing out and pouring money down the drain.

Making sales on the Internet is different from making a traditional face-to-face sale. The prospect is sitting behind a computer and reading your landing page. He probably doesn't know you on the first visit, but the fact that he is there is an indication that he has taken an interest in what you have to offer. Most likely, because he doesn't know you and your Company well enough, he will leave the website without buying anything. You have just lost a potential customer who could have ended up buying thousands of dollars worth of goods and services from you. So how do you increase the conversion rate?

Here is where email marketing comes in. Using an email list, you will be able to keep in touch with customers as often as you like. A cold prospect can become a warm prospect in just a couple of days because you took the effort to follow up.

In the prospect's mind, he is probably thinking, "The sales page looks good and the offer looks enticing. But should I make purchase? Probably not because I don't even know this person. Better not take the risk."

You may then offer the prospect something free in exchange for his email address. Note that for email marketing to work, you have to offer something of value upfront. The trust building process starts right now. The prospect, not knowing much about you, will take up your free offer and assess you and your business. If you offer something worthless, you may have just blocked all chances of making a sale. In fact, giving away your best resources for free is highly recommended.

When the prospect receives the free gift, he or she can see for themselves the expert information that you have to offer. Now the prospect thinks, "Hey, this is good information! This person really knows what they are talking about. Maybe this individual can help me."

Now you have a much better chance of making a sale. If the prospect goes back to the webpage at this stage to buy something, your goal is accomplished. If not, don't forget that you still have the email address. You can always send the prospect a second email the next day and say something like, "Hey, hope you like the free gift that I've sent you yesterday. Perhaps you would like to learn more about the subject. If so, please visit [webpage]."

The prospect is invited back to visit your Company's webpage a second time. Having warmed up to your offer, there is a higher chance that the prospect will make a purchase. This purchase may never have happened, but since you have an email list the transaction occurred and you now have a new client.

Remember that you can send as many emails as you like to your subscribers and clients. Just make sure to use best practices when doing so.

by: Gen Wright

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