How to leverage Email Marketing

to lift your revenue
and increase your reputation

You can incease your sales and reputation by applying proven email marketing techniques.

Email marketing in support of a targetted web site is particularly good at:

• Building relationships, before and after the sale
• Generating high value back-end sales and repeat business
• Building your reputation, worldwide.

Research shows that prospective customers or members are more likely take action following six or seven points of contact, which can be email, phone or whatever. It takes time to build up trust.

For a comprehensive guide see Million Dollar eMails - the classic commercial eBook by Yanik Silver, that says it all.

Managing Your List

The objective is to establish and build up your own "Opt-in list", where list members are highly targetted and have actively requested or agreed to join the list. Better still is "double opt-in", where lists members have to actively confirm their joining request prior to being accepted.

List management can be quite simple at first, but as numbers grow you need a list server or service to handle the administration new members and unsubscribes:

Email CLients

For a small list you could use the advanced features of an email client such as The Bat! This is the hard way.

List Servers

There are several server based programmes such as Listserve and Mailman that have come from the Unix or Linux culture, and were originally command line based. They now provide a web interface, of sorts, and will support very large lists. But they generally lack the flexible autoresponder sequences and list management features that are required for serious email marketing.

Autoresponders

Autoresponders are one of the most widely used promotional tools on the Internet. They can provide improved service, without manual intervention, and significantly increase conversion rates. For further information and recommended products please see:

1. Autoresponder Basics - article by Shelley Lowery (on this site).
2. Autoresponder Magic - commercial eBook with hundreds of sample scripts from the industry leaders.

Ezine newsletter content

• Write your own
• Other people's free articles, such as The 'Secret' of a Successful Free Ezine - article by Terry Dean, on this site.

1. Ezine Resource Guide , by Laurie Rogers. Comprehensive list and reviews of free and low cost resources, created in 2001 (Commercial eBook).

Increasing Your Numbers

• Swap
• Adverts

Making Money

• Advertising
• Own Offers
• Feed to your web site

PS: Direct Mail

Many of the techniques of email marketing have been adapted from Direct Mail, and some claim that for best results you should mix on-line activities with off-line such as traditional media and direct mail. For further information see:

1. Insider's Guide to Direct Mail Profits, by Bill Myers
2. 301 Direct Mail Tips, Techniques and Secrets, by Bill Myers
     

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