Years ago a small business would have to deal with the aggravation of paying for stamps, paper and postage to reach new and existing customers. In today’s internet savvy world, however, small businesses can utilize email at little or no cost to communicate with customers around the world.
In the past twenty years, email marketing has proven itself time and time again as a great tool to convey your company’s messages and promotional deals. Furthermore, research shows that email marketing is one of the best investments in advertising with about a $40 to $1 return on investment (ROI).
With that in mind, Ronald Pousson, a marketing and advertising professional with more than 15 years in the industry, has shared his advice on how to generate sales and expand your company’s reach through the use of email marketing.
“Email marketing is a great way to keep your business and relevant promotions in front of your customers,” says Pousson. “Sending an email to them every couple of weeks or months ensures that they remember you when they are ready to make a purchase or can trigger a purchase at a time when a customer could typically forget they need to, i.e. an anniversary gift, an oil change, etc.”
Properly executed email marketing campaigns can have a number of benefits for a small business. In addition to increasing sales and keeping communication open with existing customers, email marketing helps to build your brand and maintain a professional appearance.
While many companies will opt to hire an outside company, it’s never been easier to take the initiative and compile emails on your own. To get started, simply remember to get email information on every transaction, build a database, and start sending.
Pousson recommends emailing special offers to capture customer’s attention and give them an extra incentive to call you. However, when possible, always use a dollar amount instead of a percentage when describing savings.
“5% off is an imaginary number but $50 off gives a value,” says Pousson.
Marketers can also choose a more informative approach to their campaigns. For instance, a landscaping company could send out a newsletter outlining the importance of getting a fall clean-up, highlighting that leaving foliage on the grass can cause brown spots on the lawn. This in turn might cause the customer to call for landscaping services, therefore generating a sale.
“Be sure to avoid making every email blast a plead for a sale,” says Pousson. “Instead make them informative in order to engage and intrigue your potential or existing customers more.”
A proven industry veteran, Ron Pousson is a manager and trainer for SEO, SEM online and print advertising. He has extensive experience in launching new products and expanding products into new markets.
For more on Ronald J. Pousson, visit: www.ronpousson.com or https://www.linkedin.com/in/ron-pousson-6131ba36
SOURCE: Ronald J. Pousson
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