Sunday, August 16, 2015

Email Marketing: Target Your Customers

Email marketing is when a company or person sends a message to a group of people via email. Most commonly used for advertisements, business requests, sales or donation solicitation, any email communication is considered email marketing if it helps to build customer loyalty, trust in a product or company, or brand recognition. 
Grow Your Personal Relationships
Small businesses and individuals can develop a personal relationship with their network, prospects and customers in ways that their larger counterparts simply can't match due to their size. However, growing personal connections can be time consuming with so much other work to be done.  With email marketing, you can more easily connect with your prospects without getting pulled away from the work you need to get done.

Promote Your Brand
If you were shopping for a car today, would you consider buying a Toyota or Honda? Many people would say "yes". But with all of the recent news of problems with these brands, specifically injuries from defective air bag, why would you consider these brands? The reason why is that the auto makers have used robust email marketing and social media campaigns to counter the affects of negative news reports and assure their customers and prospective customers just how much effort they continue to put into the quality of their products. The automakers are winning.

Keep Your Customers & Network Informed
Email marketing is very effective at helping business owners and consumers stay connected. Consumers often seek out email marketing campaigns from their favorite brands and local stores. On March 5, 2014, Nielsen reported that 28 percent of US online shoppers subscribe to store or product emails in order to stay informed (http://goo.gl/gufyoh). There is a real value to staying connected to customers, and email marketing makes that easy to do.

Email Marketing Drives Sales by Promoting Brand Loyalty
The same Nielsen study mentioned above also reported that 27 percent of US online shoppers subscribe to store or product emails in order to save money. Though consumers are looking to save money, it can turn into increased revenue for your business. E-coupons and e-promotions are big business, and email marketing is at its heart.


Promoting your business and brand through email is one of the most visible aspects of social media marketing. It's a great way to keep and win new customers, enhance existing relationships and promote your brand. In addition, you will be able to accomplish all that and keep your marketing costs and effort minimal and manageable.

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David Schuchman

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