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At The Moonlighting Group, part of our mission is providing education. To this end we publish a regular newsletter that captures the answers to questions received and information on important technical topics from "What is SEO?" to "How do I setup a wireless network?"Posted on October 29, 2008
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Email Marketing for Small Business
Email Marketing has one of the highest ROI. For every $1 spent returns $51 in revenue*. This is attributed to the fact that you are marketing to customers that already know you. Simply, Email Marketing is talking to customers you already have and convincing them to come back.

The purpose is to stay connected and hold onto the customers you have. In this economy it will be hard and costly to bring new customers in but those that know you and you have delivered for in the past will come back. So stay connected to them however you can; email newsletters, or mail.

Top 5 reasons why you want to use Email Marketing:

  1. It’s Inexpensive - Email Marketing is 20 times more cost effective than direct mail, and can cost as little as fractions of a penny per email.
  2. It’s Effective - Email marketing enables you to proactively communicate with your existing customers and prospects instead of passively waiting for them to return to your Website.
  3. It’s Immediate - Email marketing generates an immediate response. The call to action is clear: “Click here to take advantage of this offer”, or “to learn more about this service”, or to “attend this event”. Initial campaign response generally occurs within 48 hours of the time the email campaign is sent.
  4. It’s Measurable - Unlike other marketing vehicles, results from email campaigns are easily measured. Results are reported in terms of “opens”, which report how many people saw your offer or newsletters, Click Through Rates (CTRs), which measure how many people actually clicked on the links in your email, and in a many cases, who actually clicked on those links. So you quickly know if what you are doing is working.
  5. It’s Easy - There are Web-based email marketing products for small and medium businesses. Most include professional HTML templates, list segmentation and targeting capabilities, as well as, automatic tracking and reporting. iContact or ConstantContact are a few examples.

 

Tips and Tricks:

A well-written subject line that tells readers what they can expect if they open your e-mail is absolutely essential. Otherwise, you’re destined for the delete heap. Write a teaser with an interesting tidbit that entices readers to open your e-mail and learn more. Here are a few examples:

Boring: “Our Monthly Tax Newsletter”
Better: “3 Tax Tips You Need to Know”

Boring: “Fall Fashions In Stock”
Better: “How to Pick Jeans That Fit Right (Not Tight)”

* Gail Goodmen - CEO of Constant Contact