Real Estate

How Email Marketing Works

I was having dinner with a friend I hadn’t seen in a long time. He said, “Tell me what you do again.”

I jumped into my standard explanation of email marketing and how we help businesses around the world create, manage, and benefit from their own internal email marketing autoresponder lists.

He paused for a moment … looked at me … and asked, “So are you spamming people or what?”

I quickly and successfully resisted the urge to hit him. I took a deep breath and began to explain the fundamental distinction between spam and responsible email marketing.

At the end of the conversation, he said, “I think you can help me with one of my businesses. We have lead lists and client lists that we are not following and I bet we are losing money.”

He is right. You are losing money. You need to start using email marketing to increase your profits and quickly. We’ll get you started next week so you can start using email marketing to capture that lost revenue.

But you are not alone. During that conversation, I realized that there are probably many companies that equate spam with actual email marketing and they are not the same thing.

Simply put, “spam” is the sending of ANY unsolicited commercial email. It doesn’t matter if you send an unsolicited ad to a single recipient or millions. If you do not request your information, it means that you are sending an unsolicited commercial email (UCE).

However, when someone requests your information and is added to your list, you are now practicing responsible email marketing.

What are some of the benefits of email marketing?

Email marketing cuts expenses.

I was talking to another customer over lunch last week. He is an entertainer and travels the country with his band. Over the years, he has built a list of fans, backup contacts, venue contacts, etc. And when you want to send a postcard or newsletter to this list, you have to spend A LOT of money.

Now that you are using email marketing techniques to send your email newsletters, your marketing expenses have dropped from more than $ 1,000 per send to less than $ 250 per month (with multiple sendings).

Email marketing saves time.

This same customer also has to plan ahead a few weeks to allow for the design, layout, review, printing of the postage, and eventually add the postage and actually get the mail piece on the street.

With email marketing, the turnaround time for development and delivery is drastically reduced.

Email marketing offers virtually instant feedback.

I recently promoted to one of my subscriber lists. The creation of the ad itself took about an hour. I set up my campaign to get my message across to my list. Within 20 minutes of hitting “Submit,” I was seeing new orders arrive.

I also had campaigns where I didn’t see any orders.

In both cases, because I was using email marketing solutions, I was able to tell on the same day whether my campaign was going to be successful or not. With direct mail, newspaper, television, or magazine ads, you sometimes have to wait weeks or even months to see how the market will respond to your offer.

Email marketing is flexible.

Email marketing can be done in a number of ways.

-CPAs and tax preparers can send timely reminders to their clients.
-Restaurants can send notifications of special events, coupons and menus.
-Consultants can submit weekly, monthly or quarterly tips and advice.
-The entertainers can send performance programs and event updates.
-Planners can send invitations.
-Retailers can increase return sales and customer loyalty.
-Franchises can provide corporate training and updates.
-Service companies may send service reminders and / or warranty notifications.
-Home based businesses can generate leads and follow up on prospects.

Resume:

Businesses must constantly adapt to economic and market conditions to continue to increase profits and reduce expenses. Email marketing provides powerful solutions that enable businesses and organizations to save time, reduce expenses, increase efficiency, and increase profits. If you’re not using email marketing yet, it’s time to get started.

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