Why should you consider starting an eMail campaign in the face of all the spam that's going around? Because sending eMail to users that have requested it is not considered spam, and that is what we recommend. As long as the people you are trying to communicate with have requested the information, eMail is the major vehicle of today's communication. Consider slipping a brochure under someone's door vs. sending them an eMail. They find the brochure after a long day at work and they may be interested in the information presented, but consider the effort required to respond at that moment. With so much else going on, no one is going to stop everything, pick up the phone or reply via mail to your brochure. By contrast, consider an eMail sitting in their inbox - if they are interested in your products or services, the mechanism to act upon that interest is immediately available and is just a click away. Also, consider the spread of your information - eMails may be easily forwarded to other interested parties by your subscribers, ever tried giving a flyer you found under your door to a group of your friends?
So how can you build your subscriber base?
Try not to let someone leave your website without identifying themselves. Research has indicated that consumers are prone to giving up personal information in exchange for things like access to content of interest, discounts, free stuff and better customer service.
Consumer web sites use games, surveys, and polls to get an opportunity to request that someone enter their eMail address. Business oriented web sites use information and the access to it to gather people's information. If your business has information it wishes to share with an interested audience, why not request that they give up their eMail address to receive updated information on something they are obviously interested in. This opens the door for further dialog between you and a potential long-term client.
eMail campaigns have been referred to as offering the "Rubber Band" effect. If you send out an eMail and the recipient opens it, you have an opportunity to instantly snap them back to your website. Direct Mail, Radio, Television and Print campaigns do not offer this kind of immediate response opportunity. Additionally your eMail campaigns can be tailored to meet the needs of your audience.
How can WE help?
In today's Internet-friendly world, there is value in sending out eMails in HTML format. The eMail will be visually more effective than a lot of plain text that your audience may not bother to pore through. Additionally, you have the ability to draw attention to certain pertinent areas. Your HTML eMails will also typically use the same layout as your website thus creating a coherent effect of branding and visibility. Most importantly, an HTML eMail will include a link back to your website.
But as great as they sound, HTML eMails should be created with care - taking into account different bandwidths, large or small images, the overall size of the eMail, the different eMail programs, etc.
Let us take care of creating a well laid out HTML eMail for you - and feel free to use it in your next campaign.