Research by the Direct Marketing Assn. estimates that for every dollar spent on e-mail marketing, an organization brings in $43.62.
With the potential for that kind of return on investment, it is imperative that small business leaders know what they are doing before they launch an e-mail marketing initiative. Finding the right formula for success for a particular campaign can be challenging, but every small business can follow some simple, common steps to get its e-mail marketing efforts started off on the right foot. Here are three strategies you should know.
1. Set your goals and objectives. Know what you want from your e-mail marketing campaigns and write up a plan that meets these goals. Always keep in mind that your customers and prospects want information that is useful to them; otherwise they may ask to be removed from your e-mail list.
2. Examine what your competitors are doing. Take some time to poke around the websites of your competitors and register online for e-mail newsletters from the businesses you respect. Don’t duplicate. Use what you read, or what you don’t see in the message, as a springboard for your own e-mail campaign.
3. Use a template that reflects your brand image. A good e-mail marketing service will provide templates to get you started. Choose a look and feel that reflect your business and brand image. Use the same logo, colors, fonts, and contact information that are on your website. Leave plenty of room for both graphics and text.
Regional development director
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