Main menu


The Power of Email Marketing

  Power of Email Marketing

Welcome to The24Business where newbies and internet experts learn how to create higher internet PROFITS!

Dear Friend,
As we sail deeper into 2003, I think we'll all agree -- the days of being a passive online marketer have pretty much disappeared for good. No longer can you expect to just put up a website, list it with the search engines, and get sales. The online world continues to grow, becoming ever more crowded. Yes, there is still tons of opportunity, yet you must be proactive to be successful.

To accomplish this, to make sales and be profitable, you have to combine your website with the internet 'x-factor.' It's been proven that, when applied to a website, this 'x-factor' will up response rates (and sales) 5-10%.

 Now, you wouldn't want to leave 5-10% of your sales on the table, would you?

1- So what is this 'x-factor'? In a word: Email :

You MUST use email in order to be truly effective online. Without it, you're just sitting there with a website, crossing your fingers, hoping that traffic will find you and that someone will come along and buy.

However, when combined with an effective website, work interactive email efforts work like a charm.

Online, due to its global nature, the luxury of traditional, storefront face-to-face selling simply doesn't exist. Online, it's the written word, delivered via email, that must represent your products and services.

 Without mastering copywriting, and then combining your messages with email SYSTEMS, you'll soon be out of business.
So what are these systems? Which technology is essential, and which bells and whistles can you hold off on for a while? What is the quickest, easiest way to get moving on that internet 'x-factor'?

Number one on your list is a good, solid autoresponder, to help with consistent, scheduled follow-up. Studies have shown that, on average, a customer doesn't decide to buy until he or she has been contacted SEVEN times.

The first time, they may be interested but not yet ready to buy. The second time, they may be still interested, but distracted by other things going on. Etc. etc. etc.
So, to be effective online, you must be committed to following up with a prospect seven times, before you can expect a sale.

Now, I understand real life. Schedules get changed, and delays happen. Just imagine if you had a direct marketing business and had to do a follow-up every week (this seven exposure rule applies to both online and offline businesses!) Think of all the cost and effort needed to print, fold, address and mail to prospects week after week after week.

Online, we have sequential autoresponders available to help us in the follow-up process. And they do it automatically.
You only write your marketing message once, load the different messages to the autoresponder, schedule when you want the different messages delivered (#1 on day one, message #2 on day three, etc.), connect it to your list, and that's it. You're hands-free.
Then, when life happens and schedules change, you'll still be secure knowing that the follow-ups will continue, regardless of what's happening elsewhere.
This is only one type of way that email can (and does!) affect your bottom line.


2- A word about spam...and that word is: Don't :

It's just not worth it. The frustration online continues to grow, as the problem gets bigger and bigger. All those unwanted messages clogging up email 'in' boxes - it's annoying and people are getting angry.

As a result, you need to be aware that many ISPs (internet service providers) are installing spam filters into their systems. These filters are being programmed to sort out emails that contain certain words common to spam messages (such as 'free'). The filters block the emails from being delivered.

Now, many of your messages may contain some of these target words. And you may be sending (I hope!) to legitimate opt-in prospects. However, each ISP can make up its own list - there's no master list of words to avoid.

 And their customers may not even be aware that these filters are in place - all they know is that suddenly they stop receiving messages from you.

 The result? You've lost a valuable prospect that you've worked hard for!

A temporary measure you can try is to install asterisks (*) into words that you feel may be on the ISP filter lists. So, for the word free, you could type fr*ee. Or fre*e.

Again, this is a developing situation, and using asterisks is a temporary measure. You just need to be aware that this is happening and pay attention, as your email messages may need to be adjusted.

All this due to spam. There is no faster way to kill your reputation and business than to engage in a spam campaign. Did you know that all it takes is a handful of spamming complaints, and your ISP provider can drop you?

 Try then to go and get up on another ISP, with the same business's very difficult, if not impossible. Word gets around and blacklists DO exist online - ok, you've been warned.

Just build your own list and be done with it! It's quite easy to do if you are the know-how.


3- By the way, what does opt-in mean? 

 Opt-in means that a person has agreed, or 'opted' to receive your messages and emails. They do this by signing up for your ezine, free report, or mini-course, usually on your website, or by responding to an email link.

Developing and working only with opt-in lists is critical to your online credibility and long-term success. Only market to those who have indicated that they want to hear from you, showing interest by 'raising their hand' and signing up for your materials.

In your first 'thank you for requesting my information' message to a new prospect, you may want to remind them that they requested the materials. Mention where and how they signed up - did they sign up on your website, from a pop-up box? From a link in an ad?
 People get busy, and they often forget that they asked - protect yourself from spamming accusations by reminding them.

Then, if they want, give them the chance to change their minds and unsubscribe. Most autoresponder companies provide an automatic 'unsubscribe me' link at the bottom of all your email messages.

Also, you may hear the terms 'single opt-in' and 'double opt-in.' Simply put, a single opt-in is when a person only has to enter his or her name and email address once to sign up for an ezine, or to request a special report, etc.

Double opt-in adds one more step. After the initial sign-up, an email is sent to the submitted address, requesting that the person re-confirm their interest by replying back to this second email. Registration will not be complete/information not be sent until this last step is completed. Double opt-in is common now with signing up for  Yahoo Groups.

This additional step just double-insures that only those who really want the materials and information are getting it. True, it's more expensive to market this way. However, many marketers are choosing to go this route since it provides yet another safeguard against spamming complaints.

There are many, many more areas of email marketing, the internet's 'x-factor,' that you need to be aware of as you launch your business online. And some systems work better than others - it's just that simple.

I hope you're now realizing how critical email marketing is to your online success. But it's only one of the many pieces to the puzzle - you also need to know how to write killer copy and ads, what kinds of products or services sell best online (and how to develop your own!), shortcuts for web design, etc.

Check back here often, as I'll be periodically addressing these and other important topics, offering information that you'll need to know to succeed online.

Until then, feel free to browse through all the free resources and informative articles offered on our internet marketing articles page, or explore the other areas of the Ideal Marketing Corporation website.

As always, free to contact me with questions or comments.  See you online!

To Your Success,