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Exceptional Benefits of Email Marketing
Home Computers & Technology Email
By: Scott Bradley Email Article
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As a business owner, the choices of media available to communicate your message to your target market can be confusing. Media Representatives will cite statistics to support their argument that you should use their particular medium and faced with data where it is hard to compare apples with apples, for most of us it becomes an expensive exercise of trial and error.

Email marketing offers exceptional benefits over any other medium. The ability to target specific market segments with tailored messages that are welcomed, opened and auctioned. Our mantra is to develop the right message, targeting the right people at the right time. If we can do this our emails will be welcomed, opened, read and we stand the best chance of them being acted upon!

And there are many ways to use email Ė not just for your customers, it may also be relevant for you to consider your own internal staff, media and investors.

No matter who is the target market, if itís relevant it will build the relationship and build your business? Letís start by looking at the most important use of email campaigns targeting your customers.

We need to ask ourselves;

Who is our target market?

What do they want to know?

When would they like to receive our email?

Who is our target market?

No matter what your business is, if you think about what your customers want, you will be able to put them into segments. For instance you might be a florist and your customers comprise; corporate customers that you supply fresh flower arrangements weekly, regular customers (men) who purchase flowers for special occasions, wedding organizers, hotel function organizers etc.

You can do the segmentation along any lines you like. Some of the main categories of segmentation can be by age group, gender, employment status, location, lifestyle, buying patterns etc. It goes without saying that it is important that when you set your database up, you reflect this segmentation. Otherwise you will not be able to sort your customers into their key groups.

We mentioned before investors and your own staff. Itís worth taking a moment to identify all those people that surround and make your business and consider whether you can build the relationship with relevant email messages. An example could be a franchise with multiple franchisees scattered across the country or the globe. Communicating with your franchisees would be imperative to providing continuing support and value. Similarly you may be a publicly listed company with many investors. Again itís imperative you provide relevant and timely information to this market. And it may be a great idea to send snippets of announcements rather than leave it all to the annual report.

What do they want to know?

Creating Relevant Email Messages

You have segmented your database and the basis of this will inform what unique messages are relevant to each segment. These unique messages will address the particular needs and wants of the individual segment. Itís important that when you write your email messages you think about the tone and style that suits your target market and will have the greatest impact. Again itís all about being relevant and therefore highly interesting to your target market.

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Scott Bradley is a successful business man in a wide variety of internet services. His organization Echo Digital, provides affordable services to small to medium business to assist them to grow their business. Affordable Web Design, Web Hosting and Internet Marketing

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