Emailing For DollarsEmailing For Dollars

Email marketing, that is, permission-based email marketing, is providing new hope for small business owners who have obvious disdain for traditional forms of advertising. This powerful tool is effective, immediate, targeted and inexpensive. Email campaigns build relationships and foster customer loyalty, two elements sorely missing in much of today's marketplace.

Prospective customers like email marketing too. An email study undertaken by Doubleclick uncovered some surprising consumer preferences:

54% said they would like email to replace telemarketing
45% said they would like email to replace in-person sales calls
40% said they would like email to replace direct mail
33% said they would like email to replace retail coupons

The effectiveness of email is more predictable than other forms of advertising. Another Doubleclick survey found that 78% of online shoppers purchased an item because of a link they clicked on in an email message.

Email is now. If you have a special that you want to promote today, you literally can do so with a mouse click and studies show that nearly 90% of your recipients will make a buying decision within 48 hours!

You can segment your email list by age and gender demographics and by interests in certain types of products. No other form of advertising allows for such a precise targeting.

Email is much less expensive than any other form of advertising. Compare the costs of mailing lists, paper, postage, graphic art work, TV or Radio production, and you'll be astounded.

The fine-points of setting up an email campaign are best left to a professional. After the initial set-up which includes, email collection, e-newsletter composition, content selection, and email design and distribution, you may well be able to put together future mailings on your own.

Email marketing will continue to be a valuable tool for small business owners. Those who use it will win the battle for their prospects? attention, drive new revenue and become customer favorites. Those that don't?

by Brian Grinonneau
References and Bibliography

Brian Grinonneau is the general manager of McMann & Tate Advertising, an agency that insists its clients tell their story like it has never been told before.

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