Most
business owners would agree that it’s easier to provide more solutions
to an existing client than it is to find new customers. Repeat business
comes from providing quality and value, but also from keeping in touch
with your clients, reminding them of your services and promoting things
you think they can benefit from. Email marketing is an easy and effective
way to remain at the top of a customer’s mind for that next transaction,
as long as your email marketing messages are appropriate and effective.
Although it may seem difficult for a small business to manage an ongoing
email marketing campaign, there are many simple and effective tools designed
to make this easy and affordable. This month we highlight what to look
for in an email marketing tool.
List management – If you already have
permission to use your customer’s email addresses and
you’ve been storing these in a database, spreadsheet
or email program, you’ll want to be able to import
this information easily. Also look for easy sign-up methods
that integrate with your website but also allow you to manually
add extra subscribers. List groups are a great feature too,
allowing you to segregate your subscriber list so you can
deliver content targeted to that particular segment of your
customer base.
Templates – You want to deliver emails
that look professional, but don’t require a professional
developer to create HTML code changes every time you want
to send something. Look for a tool with a broad range of
templates that are easy to modify and re-use.
Measurable results – By reviewing
statistical information about your email campaigns, you’ll
be able to fine-tune your messages and identify what is working
and what isn’t. Look for the ability to report on things
like how many of your emails were opened and how many people
clicked on links to find out more information.
Approved bulk mailer – Internet providers
and anti-spam services identify sources of large volumes
of emails and can ‘blacklist’ them to prevent
a spam onslaught. Look for an email marketing tool provider
who is known as an ‘approved bulk mailer’ and
is accepted by many ISPs and anti-spam services.
Anti-spam law compliant – As many
countries develop regulations to try and limit unsolicited
email, make sure your email marketing tool is compliant with
any local laws. These may include having to list a physical
address in your emails and having to process unsubscribe
requests within 10 days. Other anti-spam features are also
desirable, such as ‘opt-in’ confirmation emails
and a one-click unsubscribe process.
Call
ITensure today about the right
email marketing tool, so your business can easily take
advantage of the sales potential in your own current client
base.
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