Opted in Email Marketing (part 2)
Permission based email marketing involves mailing to subscribers that have opted in to your email lists themselves and have given you permission to mail them what you’ve agreed to mail them at the time they’ve signed up.
This is a favorite among subscribers and merchants for several reasons.
For subscribers, it ensures that emails are welcomed and wanted versus emails that prove to be a nuisance and for merchants, it ensures a higher open rate, less complaints, and a higher quality of subscribers.
Permission based email marketing is highly recommended and preferred by subscribers. Emails that are sent to subscribers that haven’t specifically given a merchant permission to send may be considered to be unsolicited pieces of information and may be reported as spam.
Even worse, these types of emails are often ignored, which become a loss for a merchant. The value of each subscriber significantly increases when the subscriber has opted in on their own versus being mailed to at random.
Always give valuable, relevant content to your subscribers. Never send information that is not align with your company’s purpose or the purpose for the initial communication.
Create a lasting relationship with your subscribers by giving them the information you’ve promised and the information they expect. If you neglect to do this, subscribers are more inclined to neglect to open and read your emails or even worse, report them as being spam.
Consider requiring all subscribers to double opt in or simple confirm through their email that they’ve requested the info you’ve promised to send them when they signed up.
Double opt ins are more targeted, often produce higher open rates, and ensure a lower spam complaint, because subscribers have taken that extra step to confirm they want and expect your emails.
No matter what email management software service you use, be sure they allow your subscriber to opt out of receiving your emails easily.
Giving subscribers an option to opt out is usually done by clicking a link at the bottom of an email where they’ll confirm they do indeed, want to stop or limit the emails they receive from the sender.
Make this option available and make it easy to do.
The Benefits of Marketing using Email
In the event it isn’t clear as to why anyone would want to do this type of marketing, consider this, email marketing allows you to build a targeted audience that you have direct access with.
It also gives you a greater opportunity to build a stronger relationship with prospects, more easily turning those prospects into customers.
In the event sales for your company get slow, you can also offer other companies in similar niches an opportunity to advertise and expand awareness of their company for a nominal fee to you.
Permission-based email marketing also shows that your company respects and appreciates the time it takes to open and read each email.
It also separates a merchant that respects sensitive information such as emails from those who do not…those that may be considered by others as spammers.
Lastly subscribers that have taken time to confirm they actually want a merchant’s emails increase the chances that they’ll be more interactive.
A more interactive audience ensures that not only will more emails be read, but when action is called for, for things such as surveys, they’ll be a higher number of participants leading to a better quality of feedback that will be helpful to the merchant.
Though many forms of marketing have seemed to become less and less effective or even available throughout the years, marketing via email remains a consistent and in demand medium for both advertisers and for consumers that opt to stay updated by companies they’ve done or wish to do business with.
Email marketing usage has proven to increase at almost 100 percent annually. With its massive potential it’s known as one of the most efficient and effective marketing mediums for virtually any and all types of businesses.
With more and more people not only becoming aware of the power of email marketing, but taken steps to put it to use, now more than ever is it obvious that companies have the chance to build a closer, targeted audience base of past and potential customers for accomplishing long term business goals.
The below infographic, though a few years old gives you a very clear idea about the growth of email. If the conditions were that high 5 years ago, you can imagine the situation now.
Customer Segmentation and Targeting
Transforming a lead to a buyer isn’t necessarily an easy task, but with the help of email marketing, it can become simpler. Through segmenting your subscribers, by interests and actions taken while reading your email, you can more easily and quickly determine the right products and services for each of your subscribers.
While analyzing your subscribers over a period of time you’ll notice who opens the most and at what times. You’ll also begin to notice patterns that you can use to your advantage when sending your emails.
Even more interesting, you’ll notice what type of subscriber takes more interests in one email’s purpose over another.
Segmenting your lists involves adjusting how you categorize subscribers using traits based on demographics, or the behavior of subscribes classified by age group, sex, hobbies, finances, career field, purchase history, psychology etc.
Take common and important traits of recent and past buyers to better determine who might like your products/services in the future.
Analyze these demographics often to more easily and quickly determine trends and take action toward using those trends as leverage to attract more customers and turn leads to buyers.
Important to note:
Write to your prospects in a way that relates with them. If your audience uses a particular type of terminology or jargon, then make sure your emails include them.
If your audience is familiar with a current issue in the media, bring it to their attention and make them aware that your company is aware as well. Do your best to not only write to your subscribers, but for them.