The Truth behind Email Marketing

The Truth behind Email Marketing

By Nicki Bury – Haybury Marketing

Many business owners are, perhaps for the first time, taking a serious look at their future instead of just focusing on the here and now and doing what they have always done – many are literally in survival mode. 

I'm constantly asked about the real value of email marketing. There are so many pluses and minuses on how to successfully use email and which technology to use that I've put together a guide on successful emailing which is my gift to you….just read on to find out how to get your copy.

Where email marketing scores well for a small business is:

1) It's very cheap to send emails.
2) The software available is fantastic to measure and track all activity the email generates.
Indeed you can track and measure who opened the email, when and what they clicked on both within the email, what articles they read and who went onto the website.
The most sophisticated Software now allows you to link with your Google analytics so for the first time you can see what specific affect your email campaign has had in driving people to the site and what they did when they were there.
3) It's instant - You can agree the content and send it out immediately (Beware - this can be a really bad thing too if a campaign is ill thought out!)
4) The best email solutions now ask you to check the email against a spam filter so you stand the best (although not guaranteed) chance of getting your email to the recipient.

Where email falls down is that:

1) The content rather than the software is sub-standard. Uninvited, boring and irrelevant content which does not interest or add value to the reader is purely spam!
2) Email marketing is unfortunately badly abused which means that most people don't take notice of emails from a sender they don't know.
3) It is therefore hard to build trust or credibility with one email - your one chance before they unsubscribe!
4) It can be easy to misinterpret a message through just words.
5) Most businesses don't have an ethical data capture strategy within their business. They ignore all the customers and prospects who really want to hear from them and simply use out-of-date databases that they have managed to get from somewhere.
6) Business owners don’t understand the concept of Permission Marketing. This is the way marketing is going, driven by legislation and culture and it is essential that all small businesses look at this now.

How you can get your copy of the Golden Rules to Email Marketing

Personally, I see email marketing as a gift to small businesses. We can seriously punch above our weight and present our best image directly to our customer, but we need to think seriously about what we say, how we say it, when we send it and who we send it to.

I have developed some golden rules that I get all my clients to follow that help you achieve results through your email marketing. If you would like to receive a PDF of the Golden Rules to Email Marketing, simply click here. 

No catches - just my gift to you.

Until then...Happy emailing
Best wishes
Nicki

www.hayburymarketing.com
Small Business Email Marketing Software - www.easyemailer.co.uk
Professional Marketing Speaker www.nickibury.com

Nicki Bury from Haybury Marketing, based in Belfast, specialises in helping small and medium sized businesses and organisations to effectively market themselves. To find out how to extend the marketing your business without wasting a fortune, visit www.hayburymarketing.com,  call 028 95 818 989 or email info@hayburymarketing.com

Image Courtesy of Salvatore Vuono/Freedigitalimages.net