The needs of an entrepreneur
“If you wouldn’t do it face-to-face don’t do it in an email marketing campaign.” – Bernadette JiwaMarketing automation is software that can distribute emails to a list of addresses, recognise who responds and send a reply to the ones that acted on the offer. Done well it’s effective, but if you broadcast messages to a lot of recipients who aren’t interested, you risk making them hostile. You wouldn’t dream of cold-calling the same customer three times in one day. Is it okay to do it with email? You need to segment your subscribers into groups, defined by their buying history and browsing activity. By using this information, you can customise your email messages to particular types of subscribers, and, if you get it right, achieve a substantial increase in revenue. It’s the age of targeting and personalisation, and your emails need to be an example of this. Consumers expect to be addressed by their first name, and want the companies that they’re doing business with to know who they are. Permission-based email marketing is a method of advertising via email where the recipient has confirmed to receive the advertisement. Don’t only think of sales, because this makes your marketing seem desperate and it isn’t very creative. Measure what reflects your values and trust your gut as to what to do. My communication with my customers is mainly through email. It’s time to put it in a system – a system that hones their individuality and that doesn’t harass them.