Resources for Opt In Email Marketing

Business Guide to Opt In Email Marketing

Email marketing is considered one of the most effective marketing methods to businesses today. According to PRDaily.com, marketers made $40 for every $1 invested in email marketing in 2011.

Even though email usage should not substitute in-person communication, it performs several functions within a business; it can be used as an effective tool for communicating basic information, such as the latest product prices, paper use policies, or security measures, as well as a means to market your new product or thank a customer for their loyalty.

Email Marketing Benefits

According to EmailStatCenter.com, 66.7 percent of email messages delivered during the first quarter of 2011 were marketing emails, and 30 percent of email time in 2010 was spent on marketing emails. The method of getting customers is called opt-in email marketing, and there are quite a few benefits to using this marketing approach.

• Automation: You can automate the process of email marketing easily and with a targeted plan. Reach more customers, in the way they want to be reached, with minimal effort.
• Analytics: By inserting simple email tracking codes, you can strategically modify your efforts based on metrics such as click through rates, content hot spots, conversions, etc.

Pricing: Software and Provider

Email marketing pricing plans are based on how many emails your business plans to send per month. However, be sure to check for a free trial. As a unique business, your needs are very different from those of your competition. Be sure to consider these important factors in pricing.

• Contracts: Truly read over the contract, and have a financial professional do so as well.
• Extras: If you’re hiring out the work, consider what other services your email marketing provider can offer; these can range from social media to event marketing.

Pitfalls for Small Business

Many business owners use opt-in email marketing to establish an online presence and increase their customer base. Email marketing is a viable business marketing strategy, and many individuals have had great success using it, however, your product and customer base should be developed before diving into a costly campaign.

Secondary Email Accounts

When you collect email addresses in exchange for free information, the majority of addresses you receive will be from individuals who did not provide their primary email addresses. It is common for individuals to create secondary email accounts with the sole purpose of using them to receive free products and information. Therefore, many of the messages you send may go to inboxes that are not checked regularly.

Remember: Messages are Informal

Most individuals know immediately when the email they receive was delivered to multiple people. Because so many consumers receive excessive spam, it’s important that you are focused on making your message personal and branded to avoid hitting the trash.

• When possible, use email marketing programs to customize emails with the customer’s name, recent purchases, etc.
• Keep your most important branding, like logos and colors, above the fold. This shows the customer that It’s you and not a company they didn’t sign up to hear from.

For more information about using email marketing, check out our guide pages, "Common Email Marketing Terminology" and "Making the Most of Email Lists."