I can’t stress enough how important it is today to do e-mail marketing. Most businesses do not even have a marketing strategy or a plan. They just sit and wait for the clients to come. In the real world that process is very slow. If you don’t have a good marketing plan to follow on a daily basis your business will not grow as fast as you would like. Marketing is a wide term. Many people, including me, believed that the success in any business will come if the company is able to provide quality services. I don’t think that is true anymore. Providing quality services is a must but it will not bring you the business you need to grow. You must sit down and think about how you can attract clients, get more traffic to your website and then convert the visitors to customers.
1. Have a second chance to convert a visitor into a client
Imagine that someone visits your website, looks around and then leaves without providing any feedback to you. That visitor is a lost customer. Any visitor who doesn’t become a customer shows how bad your marketing strategy is and how poorly your website is optimized for sales. When the visitor leaves there is no way for you to try to convince him to order or try your services. But if you get his e-mail address, the situation changes. You can follow up with him in one, two or three days. You can give him an offer he can’t resist. Here you have one more chance to convert him into a customer. If the visitor doesn’t react on the first offer then you can try one more time with an even better one or a free trial. You can test that, run A/B testing of different offers to see which one converts most and then use what works.
2. Be able to build a remarketing list
By getting the contact e-mails from the visitors of your website, you get contact e-mail addresses of people interested in your services. It is very likely that those people have friends who are also interested in the same services. You can use the e-mail addresses to build remarketing lists in Facebook and then show ads to your visitors when they visit Facebook — as long as they use the same e-mail in Facebook of course. But that is one more way to put your products and services in front of their eyes. Remarketing is a very powerful tool and all big players in your industry use it for sure. If you don’t know what remarketing is, then Google it and use your mailing list to setup your first campaign. Remarketing is very cheap to do and is very effective in getting new customers.
3. Has multiple advantages
E-mail marketing is a must because its advantages are many. I will mention the most important ones after the two I already described above. By using e-mail marketing, you will have the lowest cost per customer. You don’t pay visitors of your website to provide their mail address and sending e-mails is free as well. Yes, you have to pay for a web hosting service to send e-mails, but it’s not as expensive as paying for SEO or doing AdWords. You can also easily measure the results of your e-mail marketing efforts because you can see who responded to your offers sent via e-mail and how many signed up. Even if the potential clients don’t sign up after your e-mail offers you will still have them in your database and you will still be able to show them Facebook ads so that they don’t forget about your business. At some point they will finally become customers.
How to do e-mail marketing correctly
Sending e-mails to the visitors who provided their address is not enough. Before you start sending your e-mail marketing messages you must be absolutely sure that they will be delivered to the inbox. If they are delivered to the spambox/junk folder or worse if they are rejected by the destination mail server then your marketing efforts will be wasted. To get your e-mails delivered to the inbox it is important to have a reliable mail service. Having your own mail server, which is used only by you for your business is ideal. In that way you will have high inbox delivery rates for your e-mail marketing campaigns. Here are some useful steps you can take to increase your inbox delivery rates so that you never ask yourself why are your e-mails are being delivered to spam folders.
Vince Robinson is the CEO of ScalaHosting which has provided Web, reseller and cloud hosting services since 2007. He has entered the Web hosting industry in 2002.
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