Email Marketing

This is a kind of direct marketing where you send marketing materials to potential customers by email.

It is a good way to stay in touch with customers and to let them know about offers they may be interested in. Although you can send individual emails, this is usually impractical and time consuming.

A better option is to use a bulk email service, such as MailChimp. These services have a range of templates which enable you to easily design emails which look professional. Emails are cheap to design and send—usually costing only time. MailChimp’s free option, for example, lets you send up to 12,000 emails per month to a database of up to 2,000 customers. Messages can be scheduled to be sent at any time.

It is a good idea to use an email service together with automation software. This will help you to maintain an up-to-date distribution list, and will also help to target emails to those customers who are most likely to respond to them. For example, automation software can instruct a specific email to only be sent to customers on your list who have taken a certain action – such as indicated on a web form that they are interested in a particular product, or clicked on a particular link in a previous email. This means that each person on the list will receive the emails which are likely to be of most interest to them, and they should then be more likely to open your emails and take action.

When sending out an email promotion, make sure you make it:
  • Interesting. You want the people who receive your emails to actually open them. To do this, make sure your ‘subject line’ will grab their attention and make them want to find out what’s inside.
  • Make sure you use the name (and perhaps other details) of the person receiving the email.
  • Valuable. Make sure your email is worth opening. Every email needs to provide something of value or your emails will start to be ignored.
  Factor to Consider:

  If you are going to use email marketing, you must consider the Unsolicited Electronic Messages Act 2007. This makes it illegal for you to send a commercial email to anyone who has not consented to receiving it and requires you to provide a functional facility for people to be able to unsubscribe from the distribution list. Note that the law also applies to other forms of electronic message such as texts and social media messages.