ASM Development - taking websites beyond design

Taking E-Mail Marketing To A New Level

E-mail marketing has ridden a roller coaster over the last ten years. At one stage, it was THE most popular marketing channel available. But then, through abuse the steady stream of spam, it lost its appeal. Today, e-mail marketing is again reaching new heights in popularity and one of the major reasons behind this is the control that consumers now have.

When it comes to any form of marketing, consumers like to feel like they are in control. When it comes to television, the remote became a viewers number one weapon against unpopular ads while channel surfing became a popular pastime. Whether it’s radio, newspapers or any form of online marketing, if the consumer has some form of control, they are reasonably happy. With e-mail marketing, the consumer has two choices: open the e-mail or not is the first while the second provides even more control – they can opt out. If the marketer is wise and follows the rules, the consumer will be removed from their lists.

That last point is the most important part of e-mail marketing.  Use your mailing list the wrong way and you can watch a steady stream of customers opting out again. As we move forward, consumers may well tire of e-mail marketing campaigns and we will see this option decline again. As a marketer, you need to keep your consumers on your list for as long as possible.

One option that I am starting to see from smart operators may seem strange at first glance. However, I think it is a smart move for those looking to keep their lists for long periods. What is their strategy? They are not overtly marketing at all! In fact, e-mail newsletters, when they arrive, look more like helpful guides offering advice, tips and handy hints on how to use products.

I mentioned they were not overtly marketing. That doesn’t mean they were covertly marketing, or not marketing at all. They are still marketing, but not “in-your-face” type marketing. They are using the old in text links to great effect – but again, not flooding the text. An article may have one text link that has been inserted where it will have the most effect.

These newsletters are popular within their niches. They offer value to recipients while helping to build the reputation of the sender. Company names and brands are being developed and along the way the newsletters are delivering steady streams of traffic. If you want to maintain an e-mail list for a long period time, try taking your marketing to a new level and actually provide information without the push of information. In marketing terms, you are pulling the customers in – and they make better long term customers.