| A recent survey of 1500 marketing professionals | | | | may even want to rent or trade lists with other |
| performed by Datran Media Research revealed that | | | | sources. |
| 83% of them viewed email marketing as the single | | | | Upon the email list foundation, your email campaign will |
| most iomportnat advertising medium for 2007. Those | | | | need an "offer." What is it that you will be offering via |
| kind of results suggest that if you're not already using | | | | email? Free literature? A demonstration? A sample? A |
| email marketing, you better think about starting. | | | | discount? Make sure you can articulate your offer |
| To be sure email marketing takes some experience | | | | very specifically in you email - both in the subject line |
| but every market has its own behavioral | | | | as well as the body of your email. Experiment with |
| characteristics and you're going to need to develop | | | | different offers and eventually you'll find which ones |
| experience with the market for your goods or | | | | perform best. Make sure that your offer requires a |
| services. To do that, start developing some email | | | | "click-through" to get to an order page or information |
| campaigns. Start small and as you gain experience | | | | page. Checking traffic on that page is going to be one |
| and confidence in the results, expand. | | | | way you measure the success of your campaign! |
| The foundation of any email campaign is the "list." You | | | | Lastly, you want to create the email itself. Remember |
| need a list to send your promotional emails to. | | | | this will be done in HTML and if it uses graphic images |
| Generally, the source of this list will be existing | | | | of any kind, they have to be available on a publicly |
| customers or prospects whose email addresses you | | | | available server so that they don't show up as |
| can get by "mining" the email archives you already | | | | attachments (people don't like opening email with |
| have. Later, you will want to become more aggressive | | | | attachments that they don't expect!). |
| about capturing email addresses and eventually you | | | | |