Email marketing can be very effective if done well, but it can be detrimental to your overall marketing plan if it is not done correctly. The basic purpose for email marketing is to inform or teach your prospects or customers. If your intention is to use email marketing simply to try to sell them something, you are generally wasting your time.
The most powerful way to turn email marketing into business is to use one of the sites that are set up specifically for emailing to people who have given you their email address either via business card, filling out an interest form on your website, or in person. There are dozens of email marketing companies that offer templates and easy-to-use formats for creating newsletters or other email approaches. The cost is typically around $30 per month which usually allows up to 2500 emails each month. The sites let you develop separate databases; i.e. realtors, home buyers, investors, etc. which allow you to send different emails or newsletters to different segments of your market.
A word of caution when using email as a marketing tool – make sure you are providing useful information to your customers in any e-mail contact you have with them. Don’t send out general “marketing blurbs” on an ongoing basis to your database. In today’s world, people are bombarded with emails. If an email does not help them in some manner or provide them with pertinent information, a customer could become alienated or even irritated with your e-mails, leaving a bad taste in their mouth about doing business with your company in general.
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