This is a question I am often asked. First, many people still read their emails regularly. Although we all complain of SPAM, if you check your email today and find spam for some service, training, or advertising you needed, you would probably use them or, at a minimum, contact them.
For example, there was an appliance repair company that had been sending me emails to fix broken appliances almost daily. There was no unsubscribe link; however, I received them every day for three weeks. It became frustrating to me seeing their name, and there was nothing I could do. While traveling, I received an email from a tenant who had an issue with their washer not working. I immediately thought of this company and searched my emails for their contact information.
Upon finding their information, I sent them an email with my tenant’s information asking them to please take care of the issues if they could. They sent me an email the next day stating they had an appointment with our tenant. A couple of days later, I received an estimate, which I approved and told them to fix it. They scheduled with the tenant to fix it, and then I received the final invoice. This is all while I was out of the county.
The point of this story is that email marketing works. If you receive an email for a product or service you have been considering, you will call them or contact them. Its been proven time and time again. Advertisers must come in front of people 7 times in order to be remembered. This was the case for me as well.
The first step is to realize what you are marketing and what kinds of clients you are looking for. Research your business and the types of people you are looking to attract and build your marketing plan. Email marketing is great because people will usually save your information if it applies to them or they think it will look at some point.
Write an email once you decide what kind of clients you are looking for. Please send it to several people to edit and give their opinion. Use people who would use your service and use people who may not get a realistic view. Emails sent should be sent with the following considerations.