Welcome [firstname,fallback=marketer]

Thanks for signing up to this newsletter. If you are an email marketing novice or an e marketing guru, we hope you will enjoy the tips and tricks we provide here and most importantly, put them into practice.

What we will cover:
Over the next four newsletters we will cover email marketing basics; how to get your campaign off the ground by finding subscribers, building trust, getting content, design, user management, sending, measuring and raising the bar higher.

Why should I use email marketing?

There are three answers to this question. It is cheap, it’s easy and it works. Here’s the problem, you have a wonderful website but it is not generating enough sales for your business. Take heart, you are not alone. It is estimated that 80% of your site visitors never return. We are all busy and need a little reminding about your services now and then. What do you do to encourage your visitors back? Email marketing is the solution to regularly connect with your customers and to begin an ongoing relationship with them.

My time is limited is it really worth the effort?
To prove just how cost effective it is here are the statistics. €45 is the return on investment for email marketing. So for every €1 you spend you could generate up to €45 compared to traditional media. Direct mail generates €25 and €15 is the return for press advertising. A recent report put the value of a good subscriber at €128. What if you had 1000 subscribers what would that do for your business?

Types of Email Marketing
Email marketing is not just newsletters delivered direct to your inbox. It also comprises of; direct emails, email signatures at the bottom of your email (legal obligation) transactional emails (email receipts, confirmation receipts, thank yous) email discussion lists and forum posts. In fact any time you communicate through email it reflects your image and your brand.

How can I find people to subscribe to my campaign?

It is easier than you think to build a subscriber list. Tried and tested ways include; competitions and offers, giving away free stuff, sign up forms at events, advertising on your site or by just plain asking. Just make sure to get permission and never send out unsolicited emails. Follow this simple rule and happy subscribers you will have.

Do I need permission?

Yes, yes and yes. As we always say ‘spam is in the eye of the beholder’.
What makes email so wonderfully effective is the personal relationships you build. Break that trust and you needn’t bother. By gaining permission, you prevent your user hitting the spam button and you protect your brand from any negative impact as well as possible fines. We will discuss this subject in more detail in the next issue.

This week

We cover the benefits and effectiveness of email marketing, how to get started with the absolute basics, how to get subscribers and why you need permission.

Next week
We cover what you can write about, with the little time you have, as well as some dos and don’ts and more on the thorny permission issue.

Thanks for reading,
Mary and Alan

Quick Start

• Choose 10 - 20 recent contacts and ask can you send your newsletter to them
• Write about a recent win you and a client had.
• Send it to each personally from your email and address as Hi NAME.
• Sign it and send. Make sure to use the BCC field if sending to more than one contact.

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