A great reason a company begins a list marketing program is to increase sales from the company website. Most people understand that right away. But the best way to go about list marketing usually eludes most brick and mortar companies. Rather than create "an auto-responder" that tries to "sell,sell,sell," the best use of list marketing involves a long-term follow-up plan designed to increase interaction between the prospective customer and the company website, where the actual sales are made.
Think of your email lists as large pools of people who have some level of interest in a problem that your product or service can solve, then your list marketing plan should be designed to provide more information that these types of people will need in their process of making a buying decision. If increasing sales is the primary goal of your list marketing campaign, then the primary purpose of list marketing is to drive your subscribers back to your company website where an eventual sale (or sales) can be made.
Imagine that your list marketing is a long-term, sequential info-mercial, with short emails containing questions and information about typical consumer concerns, including a link to the relevant page on your website that contains "more information" for the consumer. If your business website does a good job of providing top-notch content, then the reader will most often see value in your emails and will be willing to continue to receive them.
Do not just "sell" all the time in your emails, maybe just one in every 5 emails at most. What you want is the subscribers on your lists to remain engaged, and this will only occur if they see value in what you are sending.
You will always be tempted to sell in each message, but that is the very thing that will drive people away from your lists. Ultimately, it's all about maintaining the right balance. Sell too often and people will leave. Sell too infrequently, and you won't be making any money.
Think of your email lists as large pools of people who have some level of interest in a problem that your product or service can solve, then your list marketing plan should be designed to provide more information that these types of people will need in their process of making a buying decision. If increasing sales is the primary goal of your list marketing campaign, then the primary purpose of list marketing is to drive your subscribers back to your company website where an eventual sale (or sales) can be made.
Imagine that your list marketing is a long-term, sequential info-mercial, with short emails containing questions and information about typical consumer concerns, including a link to the relevant page on your website that contains "more information" for the consumer. If your business website does a good job of providing top-notch content, then the reader will most often see value in your emails and will be willing to continue to receive them.
Do not just "sell" all the time in your emails, maybe just one in every 5 emails at most. What you want is the subscribers on your lists to remain engaged, and this will only occur if they see value in what you are sending.
You will always be tempted to sell in each message, but that is the very thing that will drive people away from your lists. Ultimately, it's all about maintaining the right balance. Sell too often and people will leave. Sell too infrequently, and you won't be making any money.
About the Author:
You can visit The Internet Squeeze, a daily blog written by Joe Manausa for traditional brick and mortar businesses. Joe's informative writing is geared for business owners and leaders who know they must evolve their companies to make better use of the tools and systems on the internet.
No comments:
Post a Comment