Email Marketing for Beginners

After doing so much research I concluded that most of the businesses thinking about promoting their products and services through email marketing are not searching for “how to create an effective email campaign?” but rather they are goggling about the most basic and standard question, “What the hell is this Email Marketing”. According to the numbers of a keyword research analysis, at least 675,000 people monthly demand answers to this very question.

So that’s why after so much reading and research this is my first effort in response to those hundreds of thousands of people searching answer of this question into search engines every month. So now I will define what this marketing channel is, how it can be beneficial for business and how it works exactly.

It is a form of ‘Direct Marketing’ which uses email as a channel of communication. We all know about direct marketing, it describes all marketing form goes straight to the end-user. Companies use it as an outreach method to generate exposure for their product or services, drive traffic to their website, and to build and retain a loyal customer base. Does the term customer loyalty remind o you of something? Yes the CRM cycle, so it use the same path as CRM cycle to build the customer cycle.

So, before getting towards the technical components of how it works, it is important to understand its classification.

1. Newsletter Email Marketing: It’s primary goal is to keep in touch with the opt-in email database of existing customers on a frequent basis. This is an attempt to maintain the relationship with existing customers and updating them about the new press release, new developments or upcoming events etc.

2. Promotional Email Marketing: It is very much similar to the previous one, just not used on a regular basis like weekly or monthly. It is used to inform the customers about promotional activities which can be either about new product or services launches or coupons, sales, or special promotions.

3. Acquisition Email Marketing: This type of marketing is centered towards acquisition of new customers. It involves sending emails with the intention of driving traffic towards your website, and encouraging new customers to sign up for something, juice up the sales or merely gaining exposure of your company’s brand name, product, or service offerings.

Some people see this type of email marketing as spam because it involves mass mailing to those who are not customers yet. But if you want to attract new customers, this type of emailing is important and you have to find an ESP who can provide you an opt-in email database to which you can send your emails directly without spamming. Or you can build your own opt-in list through various ways like participating in promotional online activities, through your blog, at point of sale, hold a contest, offer free information etc. Well that is a different topic and I will talk about that later. There is also another way, you can purchase email list from link broker but I personally don’t recommend that.

Promotion of commercial services and products via email has become one of the most effective and inexpensive way of advertising. Based on a recent survey, approximate. 90% of people on internet prefer to be notifying through email about any product or services while only 10% prefer to be notified on Facebook. According to the above data clutter on the internet is increasing steadily.

Minisites – Powerful Direct Marketing Websites

What makes minisites better at selling individual products than the bigger, more robust content sites? Simple, there are much fewer distractions for the visitor and minisites are generally designed for getting one action from the visitor.

Your prospective customer basically has two options to choose from, which are one, make the desired action that you are presenting them or two, leave the site. It’s basically that simple and this is a profitable business model that internet entrepreneurs should consider using when selling individual products.

Minisites are most popularly used by direct marketers selling information products, and they incorporate direct response marketing strategies, and effective copy writing that is focused on funnelling the website’s visitors to take one action. Initially, the prospective customer could be sent to a squeeze page (opt-in page) to first capture the customer’s information, so that the marketer can then follow up with the prospective customers in the future.

The idea is to send targeted web traffic to your minisites that focuses on selliing one specific product or service, whether that is an ebook, membership subscription, multi media course or some specific service. This product should be something that provides a solution to people within a specific market. It should either be a solution to a problem they have or something that can help them achieve a desired goal.

Now, to ensure that your mini site can convert the visitor into a customer or subscriber depending on your goal, you’ll need to first make sure that you do your due diligence and properly research your market, before creating your product and website. In short, you will need to know exactly who your target market is and what it is your market wants.

Once you know your market and what they really want, you can then create a minisite that is crafted with them in mind. You will then want to target that audience in your promotions, and then direct them to your site.

If you keep in mind what your prospective customer wants and focus on the benefits of the product, not so much the details of it, you will certainly be on the right track to creating your minisites the right way.

Selling in America – Avoiding the Carnage of Direct Marketing

Does this person really think I’m interesting? Does he truly like my work? Does he honestly believe I have a beautiful family?

Having your ego stroked felt good, but now as you lie in bed late at night, a dark feeling creeps into your awareness and the primal instincts that have protected human beings for eons gradually convinces you that you’re under attack. Not by a hungry saber-toothed tiger or velociraptor, but by something much more insidious – one of your own.

Soon, you begin to realize that the person manipulating your ego was vying to achieve a goal, and that his entire persona was nothing more than a meticulously crafted sales presentation – from his fine clothes, to his quick laugh and easy smile. And then that sinking feeling arrives, plummeting you ever deeper into your fears and insecurities – Am I interesting? Am I good at my work? Am I a successful parent?

Typically one can gauge an organization’s priorities by how it utilizes its resources. The same goes for America. By far, the highest paid jobs in America belong to sales professionals, which makes sense since we are participating in a consumer driven economy. America rewards those that keep products and services moving, but as we have recently learned the hard way, lapses in oversight, particularly when it involves sales incentives, can have a crushing effect on society. The benefits of a consumer driven economy are obvious – it’s made America the wealthiest nation on the planet, but the culture of “get rich” seems to have eroded the principles of what America was built upon, and sales professionals are getting the blame.

Is it truly the American way to reward individuals and measure success by one’s ability to push products and services by any means necessary? Utilizing well crafted sales tactics designed to manipulate the human ego, or by outright attacking the fears and insecurities of sensitive and well mannered consumers?

Good marketing organizations know this is not the case, but they are also acutely aware of the fine line between selling the benefits of a product or service and exploiting the egos and insecurities of consumers.

The smooth skills of sales representatives are expected to a degree, but what happens when the pitch comes from a friend?

Blurring the line between family, friendship and building your Multi Level Marketing network.

In the late 1980′s, Tonight Show host Johnny Carson asked his guest, Donald Trump, what he would do if he lost all his fortune. Donald replied “I’d join Amway.” Even though the crowd booed, mainstream America was introduced to the possibility that direct marketing might be a viable way to generate income.

Since then, a barrage of direct marketing programs have been unleashed on society incorporating a variety of products and services. As a result, individuals have been tapping into personal relationships in order to expedite growth and income, which bids the question:

Is Multi Level Marketing a channel for average citizens to gain financial freedom and independence, or an insidious attack poisoning the very fabric that good community is built upon? Are consumer based “relationships” infiltrating the foundation of openness and trust of family and friendship?

The cost of “gaining independence and fulfilling your financial dreams” through direct marketing is often at the risk of losing what is of the highest value to most Americans – the love and respect of family and friends. Not because they disapprove of what you are doing, but because you’ve somehow tainted a personal, trusting relationship – a relationship that may have taken years to build – by reducing them into a consumer.

The claim “word of mouth is the best advertising there is”, which is at the cornerstone of direct marketing, should contain the caveat “unbiased word of mouth”. If someone has something to gain from personally promoting a product or service, it is no longer “word of mouth”, it is simply deceptive advertising. Unless, of course, the salesperson acknowledges the fact that he is benefiting from the sale and perhaps can even offer the same benefits to you. Which leads us back to this – if Multi Level Marketing is presented in an open and honest way that respects and honors the personal relationships it relies upon for its success, does it have the potential of providing significant benefits and rewards for all participants as a viable marketing and income solution? Since my personal experience with direct marketing is limited, I don’t know this to be the case, but I suspect there is a chance it may be true.

Whether they are aware of it or not, most MLM’s operate with some degree of deception. If you want to test this, simply ask a direct marketer (preferably one that has approached you) how much profit he is making. There are many reasons why he may not want to answer, but the fact remains, if someone is trying to enlist your talents, time and effort as a partner into his enterprise he should be prepared to answer all of your questions and concerns to the best of his ability. There are many legitimate “honest” answers to why someone isn’t performing well at the moment in any business, if that indeed is the case.

Hard Selling (see its definition below) has given the sales and marketing industry a bad rap, even as highly targeted and relevant search tools like Google are forcing unscrupulous sellers to clean up their act or be forced into oblivion. While it’s imperative that professional marketers continue to keep the faith and resist the temptation into deceptive advertising, it’s even more critical that the potential carnage of sullied relationships within American communities resulting from unadvised multi marketers be minimized through education, the practice of moral principle and some degree of private regulation.

Hard Selling: (Business Directory.com) “Applying psychological pressure (by appealing to someone’s fears, greed, or vanity) to persuade the prospect to make a quick purchase decision. This approach is justified on the ground that most people are lazy and will postpone making a decision-even if it were in their best interest to make the commitment. This practice is, however, reviled when its sole purpose is the salesperson’s gain at the customer’s detriment.”