 |
Email to Friend |
 |
Print |
|
E-mail marketing is one of the most effective ways to keep in touch with
customers. It is generally cost-effective, and if done properly, can help build
brand awareness and loyalty. At a typical cost of only a few cents per message,
it's a bargain compared to traditional direct mail at $1 or more per piece. In
addition, response rates on e-mail marketing are strong, ranging from five to
35% depending on the industry and format. Response rates for traditional mail
averages in the 1-3% range.
One of the benefits of email marketing is the demographic information that
customers provide when signing up for your email newsletter. Discovering who
your customers really are – age, gender, income and special interests, for
example – can help you target your products and services to their needs.
Points to consider when creating your email newsletter:
- HTML vs. Plain Text: Response rates for HTML newsletters are
generally far higher than plain text, and graphics and colors tend to make
the publications look far more professional. The downside is that HTML email
is slower to download, and some email providers may screen out HTML email.
- Provide incentive to subscribe: Advertise the benefits of receiving
your newsletter to get customers to sign up for your newsletter, such as
helpful tips, informative content or early notification of special offers or
campaigns.
- Don't just sell: Many studies suggest that email newsletters are
read far more carefully when they offer information that is useful to the
customers' lives rather than merely selling products and services. Helpful
tips, engaging content and humor are often expected to accompany email
newsletters.
- Limit questions: As each demographic question you ask may reduce
the number of customers signing up, it's best to limit the amount of
information you solicit or give customers the option of skipping the
questionnaire.
Establishing a Web Presence
Even if you choose not to sell your goods or services online, a business web
site can be a virtual marketing brochure that you can update on demand with
little or no cost. Your presence on the Internet can be a useful marketing tool
by providing richer pre-sale information or post-sale support and service. This
might temporarily differentiate your product or service from your competitors'.
E-marketing has lessened the disadvantage that small businesses have faced for
years when competing with larger businesses. E-Commerce has redefined the
marketplace, altered business strategies, and allowed global competition between
local businesses. The term “electronic commerce” has evolved from meaning
simply electronic shopping to representing all aspects of business and market
processes enabled by the Internet and other digital technologies. SBA is
preparing to help this new generation of Internet-enabled or eSmall Businesses.
Today's business emphasis is on e-commerce - rapid electronic interactions
enabled by the Internet and other connected computer and telephone networks.
Rapidly business transactions and unparallelled access to information is
changing consumer behavior and expectations. The U.S. Small Business
Administration (SBA) is reshaping its programs to better serve small businesses
that taking advantage of the Internet and other emerging technologies.
Many small businesses assume that the Internet has little value to them
because they feel that their product or service cannot be easily sold online.
But inexpensive information processing and electronic media can help most small
businesses provide better, faster customer service and communication.
|
