Have you ever heard the age-old expression that goes, “the money is in the list”? Well, it’s absolutely true!
If you’ve been in business for very long, you may already have a customer list of names and addresses that you periodically send mailers out to through the US Postal Service.
For decades, having a list of customers that you already knew were interested in your business’s products or services was as good as money in the bank.
Why Your Business Needs an Email Marketing Campaign
If you have a list of email addresses that belong to people who you know have a genuine interest in the products or services that your business offers, this can open up a whole new marketing world for you.
For those of you who own a brick-and-mortar store, you already know that if customers don’t walk through your door, you don’t have any way of making sales. The lack of foot traffic for new businesses is one of the main reasons that so many have to close their doors after only being open for a few short months.
An effective email marketing campaign is much more than simply having a list of email addresses that you can send messages out to. What you REALLY want is what we call a list of “targeted customers”. This is a list the individual who, at one point or another in time, have already expressed an interest in doing business with you. At the very least, they have shown an interest in the products and/or services that your business provides or sells.
A Simple But Helpful Analogy
Here’s a simple analogy that might help drive the point home for you. If 25 people were to walk through the doors of your brick-and-mortar shoe store simply because it’s 100° outside and you happen to have air-conditioning in your building, what do you think the chances of those people actually buying some shoes are? The answer is, next to none.
If you’re sending out mailers or emails to a group of random people using a list that you may have purchased, this is about as effective as hoping the people who came in to cool off would actually buy something from your store.
Now, imagine if 25 people were to walk through the doors of your store because they knew that you were having a 30% off back to school sale! The chances of those people spending money in your store are much higher.
This is what a good email list can do for your business! It gives you a way of drawing in potential customers that are already inclined want to spend money at your store.
Out With the Old, In With the New
In the past, with a good customer list, you could reach out to your customers and let them know about special promotions that you might be running to drum up some extra business.
Well, as you may know the days of old-fashioned “snail mail” marketing are a thing of the past. In the 21st century, email marketing is now the hot ticket! But be forewarned, there’s a right way and a wrong way to go about doing this. Choose the wrong way and your business could be faced with some pretty hefty financial penalties.
As a matter of fact, according to the CAN-SPAM Act of 2003 that was signed into law by George W. Bush, sending out a single email that is in violation of the rules could result in fines up to $16,000!
The Wrong Way to Approach Email Marketing
Let me take just a minute and tell you the wrong way to approach email marketing. Collecting emails from your customers and simply saving them in a database or list and then periodically sending them email messages is not allowed. Neither is purchasing a list of email addresses and sending unsolicited emails to anyone on that list. This is considered spam and the consequences can be pretty hefty.
The Right Way to Approach Email Marketing
Now, in order to legally send promotional emails to your customers, you need to follow all of the rules that are set forth in the CAN-SPAM Act. Maintaining compliance using a simple email program is virtually impossible.
Really, the only way to effectively manage an email list is to use an email marketing service such as GetResponse. Using the system such as this makes it much easier to maintain compliance with the rules pertaining to email marketing.
I’ve posted a few of the rules below to give you an idea of just how complicated managing an email marketing campaign can be if you don’t know what you’re doing.
- All emails you send out must contain your actual email address as the sender. A common practice for spammers is to “spoof” their email address so that when they send a message out to thousands of people, the email address that is displayed to the recipient is fake. Obviously, this will get you into hot water pretty quick.
- You can’t use deceptive subject lines in your messages.
- You need to indicate in the email that it is an advertisement.
- Each and every email must contain an accurate physical address for your business.
- Each email that you send must contain a clear and conspicuous way for the recipient to opt-out of receiving any future emails from you.
- When someone that you have on your email list asked to be removed, you must honor their request promptly.
Let Us Take the Hassle Out Of Email Marketing for You!
We can set up an effective email marketing campaign for you and integrate sign-up forms directly into your website. There’s a lot that goes into managing an email marketing campaign. Your already busy with the day-to-day tasks involved in running your business. Let us lighten your load and manage the email marketing campaign for your business.
Contact us today! The sooner you get started the better!