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E-mail marketing has evolved, moving from simple one-way messages and auto responders (now referred to as e-mail 1.0) to a much more sophisticated way of communicating with your customers referred to as e-mail 2.0. Thanks to advances in technology, entrepreneurs now have the ability to tailor the messages they send based on their customers’ interests, preferences and purchase history–and targeted e-mails yield greater results. With all the capabilities now available in e-mail marketing systems, there are a few basic things you need to know about e-mail marketing to build deeper relationships with your customers to increase revenues, grow your business and get ahead of your competition. Here are seven steps to creating and launching a successful e-mail marketing 2.0 campaign.
Test a few e-mails with your top customers to see what they respond to and what they don’t respond to (one common test is to send the same message with several different subject lines to see what your list favors). Offer recipients a discount on services for their time.Not only has e-mail technology and software evolved, but the way people use it to communicate has changed how entrepreneurs and small-business owners market and grow their businesses. While companies like Ben & Jerry’s are getting attention for dropping their e-mail campaigns, don’t let that fool you. E-mail 2.0 marketing is an effective way to increase relationships, response rates and conversions through smart, targeted communication.
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