When it comes to your business’s marketing plan, your overall objectives are probably along the lines of gaining and retaining customers, building and managing customer relationships and engaging with your customers in the most effective ways possible. More and more businesses are utilizing Facebook, Twitter and LinkedIn to execute their marketing plans. These social media outlets can certainly be effective when managed properly, but there is another (often overlooked) way to keep customers up to speed on your products or services.

Often times businesses hesitate to include email marketing in their marketing plans. Many people don’t understand how it can actually help them gain customers and increase revenue. When I receive a really great email from one of my favorite businesses filled with interesting tips, latest news, or cool photos and videos, I forward it to the people on my contact list. Without really thinking about it, I have engaged in word-of-mouth marketing – I have shared that business’s information with a prospective customer, which can result in a long term relationship between the customer and business.

Some say that email is passe, so it can be difficult to assure someone of email marketing’s value. If you’re not completely convinced, here are some statistics from Constant Contact that are sure to change your mind!
● 94% of Internet users between the ages of 18-64 send or read an email
● 147 million people across the country use email (most use it daily)
● For the same results, direct mail costs up to 20 times as much as email (yikes!)
● Email ROI is the highest when compared to the other Internet marketing mediums

Just like social media marketing, successful email marketing doesn’t happen over night. Building a trusting relationship with your customers takes patience, energy, and a well thought-out strategy.

Social media and email marketing can actually work hand-in-hand and help you reach your marketing goals. Begin by setting up social media profiles – this an excellent way to communicate with existing clients and customers while building relationships with new or prospective clients. Ask questions, share information, and encourage ongoing communication that will ultimately strengthen the relationships within your social media network. Once you have established these relationships, you can encourage your customers to subscribe to your email newsletters containing even more valuable information they won’t want to miss.

So what really is email marketing? According to Constant Contact, email marketing is “delivering professional email communications to an interested audience containing information they find valuable”. Being careful not to bombard subscribers with an overload of information, email marketing is a great way to communicate with customers about business or industry news. Another great thing about it is that subscribers are just that – they can decide whether or not they want to continue to receive your emails. Many people find that appealing about business e-newsletters – they are in control of the information they receive.

When it comes down to it, email marketing is all about relationships. In the past, business emails were used to promote products and services, but now more and more businesses are using emails to build relationships. By keeping up with your customers and maintaining relationships through email marketing and social media updates, they will feel as if they already know you and your business when they are ready to buy your product or service.

Stay tuned for Part 2! In it you’ll find marketing statistics and tips on how to get the email marketing ball rolling!