Email Marketing
Still? Really?
Recently, a colleague asked me why I want to have a monthly newsletter. He said it was antiquated, boring and that blogging and tweeting is where it's at! I heard him, and completely understand his point-of-view, but check this... A newsletter requires a sign-up, which, helps you build a database of email addresses. Email marketing is the 21st century equivalent of direct mail marketing.
While to some, direct mail marketing may be old fashioned, boring and ineffective, email marketing is one of the most powerful marketing strategies any small business has to increase its profits. What? How? What, you say again?
Truth is: Most people think you send the emails out and the profits just happen. When that doesn't happen, people tend to think email marketing doesn't work. Yes, you have to send the emails out, and lots of them, but the art of it is really creating a relationship in these emails - something you can't really do blogging, tweeting or facebooking.
You do need to take some of the tones found in blogs, Twitter and Facebook and insert them in your emails. Replace the formulaic, template-like emails that most businesses send with relevant, personal, current event information. Don't send an email just to sell something. Send one that tells a story, gives a tip, highlights some facts, etc. Use it the same way we use social media, but make the message more personal, a bit longer to create or sustain a connection.
Remember this infographic -- The Hierarchy of Digital Distractions? How many times do you see email on that graphic? So don't discount it! Email Marketing is still a viable internet marketing strategy when used the right way. Don't abandon an option that is still fast, effective and economical!
