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Email Marketing From The Consumer`s Point Of View
from: Deb St. George - MarketingSalesCopy.comA website that is attractive to visitors and conducive to purchasing has plenty of white space and pages which load quickly and effectively but, most of all, contains a ‘call for action’ such as a squeeze page for collecting names and email addresses, advising potential customers that you will never rent out their personal details, that you follow the CAN-spam rules and ensure you only send out to double opt-in clients. When you have sent in emails inviting people to visit your website and to buy from you do you ensure that you have payment methods correctly set up so you can send customers through to PayPal, or World Pay or any of the other online facilities for collecting payments? Are you able to receive credit cards and do you offer a money back guarantee? Would a purchaser using your site feel safe shopping with you? So, how do you develop that credibility and convey to people that you are worth a few minutes of their time?
As you consider beginning your email campaign dwell over what people would like to see, not what you want them to see. There is nothing more irritating than one of those obviously bulk emails from somebody’s ill-designed auto-responder campaign. My own pet hate, apart from the brusque rudeness of the mindless auto-responder campaigners, is the constant bombardment of emails and the obvious naïveté showing through of brand-new squeaky clean email marketers who seem to have been lulled into the false impression that a few clumsy emails will bring in pots of money and all their problems will be over. They are misled into believing email marketing is easy and does not entail much work. My advice here is that email marketing is extremely effective and can earn you a good income but you need to understand the concept behind it and it is jolly hard work. It is just as much of a full-time job as any bricks-and-mortar business.
There are certain times of the year when email marketing ‘drops off’. In other words, if you are not receiving emails at a certain time of year there is usually a pretty good reason for it. School holidays, religious festivals, Thanksgiving, these are just a few times when advertising is less effective. You need to concentrate your efforts on a time when people would actually want to see something new and have the time to spare. Basically, get to know what market segmentation is and put it into practice. It is worth the effort and it lets you focus your mind on your own target market.
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