pbSmart™ for Small Business
se_menu_sep

Email Marketing: Link Roundup

Share:

mobile friendly email

Even as social media and mobile apps grow in popularity, email marketing remains a powerful tool.Consider this finding by the Pew Research Center: email and search remain the most popular online activities. Sofor small businesses, it means that email marketing needs to be central to your marketing mix.

To get the best results from your campaigns on your target market, you must keep the following points in mind:

  • Your messages must be targeted: Regardless of what you’re saying or offering, it has to be aimed at the right people. This can be as general as all of the people you look to serve (for instance, a local restaurant marketing a lunch menu to local offices), or it can be a very specific (like a birthday message or offer to everyone in your customer list born in January).
  • Relevance: On the surface, this may seem like the same thing as targeting. But relevance has to do with the connection between your target and your messages. Do your offers make sense for the target? And would your target market find the information you’re sending useful and valuable?

email marketing newsletters from Pitney Bowes

Where email differs from traditional advertising, however, is that it requires permission. Customers have to let you know it’s all right to message them, but they don’t have to give you permission to follow them on Twitter or serve an ad during their Web browsing.

  • Building relationships: Because your subscribers have given you permission to contact them, it’s best to honor that permission by providing value in return. Even messages that seem very sales-oriented provide value. Think about Amazon.com’s messages. Even though they mainly contain links to purchase items, Amazon delivers value through its ability to suggest books and movies that customers will like, based on what they’ve already purchased. On the other end of the spectrum, many travel companies (like Kayak.com) send newsletters chock full of great tips and interesting info about destinations, not just links to buy tickets. By providing value in your email communications, you will be fulfilling your end of the relationship with your subscribers.

What Next?

Read more pbSmart Essentials articles on email marketing.

Guidelines for Comments

pbSmartEssentials.com is hosted by Pitney Bowes Inc. By using this site you agree that you are solely responsible for any comment you post to the Blog and you agree to abide and be bound by the Pitney Bowes TERMS OF USE.

Please stay on topic. We may redirect certain submissions if they are better handled through another channel such as customer service. With regard to the content of any submissions you make through this Blog, you agree to remain solely responsible and agree to not submit materials that are unlawful, defamatory, abusive or obscene. You also agree that you will not submit anything to this Blog that violates any right of a third party, including copyright, trademark, privacy or other personal or proprietary rights.

Pitney Bowes reserves the right to terminate your ability to use and/or submit posts to this Blog. Pitney Bowes may not review all postings and is not responsible for comments posted on this Blog. Pitney Bowes nevertheless retains the right to not post, edit a posting or to remove any postings in its sole and absolute discretion.