Email marketing can be a very effective tool to connect to your customers and community. Although many online ‘marketers’ have taken this tool too far and have created an endless volume of Email Spam, we believe that when done right, Email marketing can be your friend.

There are several ways that Email marketing can help you to achieve success:

• Sending direct promotional emails to try and acquire new customers or connect with existing customers to buy again
• Sending emails designed to encourage customer loyalty and enhance the customer relationship
• Sales promotions or seasonal offers
• Distribute an electronic newsletter to your customers

Compared to the more traditional marketing tools such as direct mail, a printed newsletter and sales flyers, Email marketing is very cost-effective. However, designing and sending professional looking Emails to your contacts can be a challenge.

Design
Just like anything else, a well-designed Email message will have a much better chance of being read, than a text-only message. Your clients and prospects are busy and will decide in a split second, if this message is worth opening. Using your logo and colors will reinforce your brand and makes your message stand out.

Delivery
Many of your customers have spam protection and other tools to filter their incoming Emails. In other words, there are many (technical) obstacles that can get in the way of you and your customer. Having the right tool to deliver your message will increase your chances of success.

Measure your success
Professional Email marketing solutions include tools to measure the success of your Email campaign. How many people have opened the Email, clicked on a link, forwarded it to a friend, unsubscribed etc? This is important marketing information and will help you focus on the people that are interested in what you have to say.

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