We all get fed up with receiving marketing emails from people we have never met, in companies we have never heard of. Being spammed can be annoying and feels like an invasion of privacy when you know you never gave your email address to the company or person. Quite likely, the company bought your email address from another company that had no right to sell it in the first place, or from a list broker that harvested your info from the Internet along with thousands of others.
That said, there is a big difference between companies that buy lists and spam people out of the blue, and your company sending informative emails to customers and prospects in your database that:
1) Have contacted you through your website to inquire about your products and services,
2) Are current customers, or
3) Have done business with you in the past.
These three groups are generally open to receiving your emails, providing they are informative and provide value, not just a sales pitch. And if they decide they no longer want to receive future emails from you, they can easily opt out with the click of the “Unsubscribe” link at the bottom of your emails, which is included automatically by every reputable email campaign management program.
Email marketing provides an excellent return on your marketing investment if it is done right, and you follow best practices to ensure you do not upset your existing and potential customers. Email keeps your business top-of-mind for those that know you, and updates your customers on new product or service offerings that they may not be aware of since they last purchased from you. Email marketing therefore provides great up-selling and cross-selling opportunities. And because an email is easy to forward to someone else, it can provide timely referrals, when someone receiving it trusts your company and recommends you to others, by sending them your email.
Sending 100 emails doesn’t mean you’ll get 100 orders, but email marketing is, generally speaking, a numbers game. The larger your list (providing it is a legitimate, non-purchased list that you have “earned”) the greater the chance you will close a sale(s) as a result. Carefully targeting your emails is key. Sending specific email content tailored to suit specific groups of customers or prospects is far more effective than a shotgun approach where you send the same email content to all.
Add marketing videos to your emails to significantly boost click-through rates and engage your recipients so they fully understand the value your company provides, far better than written words can describe. Depending on the value of your products and/or services, just one sale can often pay for the cost of your campaign and provide a positive return on your investment.
If you’d like to learn more about our Email Marketing services in Vancouver and how we can help you generate more sales with the customers and prospects you already have in your CRM system or database, click here.