subject: Email Marketing for Business [print this page] Email Marketing for Business Email Marketing for Business
INTRODUCTION
So, you have got a bunch of visitors coming to your site each week, and you would like to offer them a newsletter? Or perhaps you are trying to cut costs with internal communication, providing a cool email magazine rather than a printed one? Perhaps you just want tell people about your whitepapers, case studies or press releases?
INTERNAL COMMUNICATIONS
Letting your employees know about what is going on within the company they work for can enforce their internal brand loyalty, encouraging creativity and innovation. Your employees are stakeholders too. We advise building and maintaining a relationship with them just as you do your customers; your employees are essentially internal customers. Internal communications do have slightly different rules to mailing outside of your company. You do not have to include any opt-out links, for example. The language used can be more colloquial, giving the feeling the email is coming from a friend, rather than just their boss! The aim of internal communications should be to encourage feedback, leading on to innovation and creativity. Consider letting them get involved with some internal competitions, debates and perhaps even decisions about where the company is going.
EXTERNAL COMMUNICATIONS
Primarily newsletter style emails, these should be informative and engaging; that means no boring stuff! You can use dynamic content to ensure you are giving your subscribers what they want to know about, not what you think they should know about. If you are just sending out informative emails then consider adding in a little bit about how your reader can get more involved with the company. Let them know if you are holding any webinars, seminars or going to be at any events. Sometimes you might want to include a little bit of a sales pitch in your newsletters, but be careful as it is not always a good idea to put this as the main part of the newsletter - it might be irrelevant to the subscriber. Instead, consider tactfully placing it around your main message. This will still make it rather obvious, but will not take away from what your subscriber will be expecting.
MARKETING MATERIALS
Using email marketing to distribute your marketing material means it is fast, simple and measurable. You will be able to see the exact reach your material has, using our reporting you can see exactly who is opening and engaging. You could also consider utilising a resources area on your website, asking simply for an email address to send the marketing material to. You can then use our triggered campaign options to automatically send out any requested items - you don't have to do a thing! This also means it is another way to grow your mailing list; ask them if they would like to receive further marketing material, or your newsletter, and you will build up a small list of interested individuals that want to hear more about your business.
In summary, Email Marketing for Business is about building and maintaining relationships, keeping subscribers engaged and active - thinking beyond the click.
More articles like this available at www.mailvivo.co.uk
