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Why and how to use e-mail marketing

If you don't keep in touch with your customers there is a good chance that your competitors will be talking to them just at the point when they are considering buying what you offer. And you will lose out on the sale!


It is far more expensive to get new customers than it is to retain existing customers. It therefore makes good business sense to focus on increasing the business and referrals from your existing customers. This means regular communication with your existing customers to make sure you are not forgotten next time they are looking to buy the type of products or service you offer.


Regular communications is the key to growing your business

Permission based email marketing is one of the easiest and most cost effective methods of staying in touch with your customers. To be successful you must make sure that the people whom you are mailing have given permission for you to do so. You must also ensure that the content of your e-mail marketing is relevant and interesting for the people on your mailing list; otherwise your message will be regarded as spam.


Make sure your e-mail marketing works

Get people to subscribe to your mailing list. You can add a form to your website, or a link to the signature of your email. Offer something FREE for signing up- reports, e-books or some other part of your service that can be delivered immediately over the internet. Whether you are holding an event such an open day exhibiting at a trade show or structuring your website you should always aim to get visitors to sign up for your e-mail marketing as it is rare for people to buy the first time they come across you - so having the opportunity to build a relationship with them should be your priority through regular and informative e-mail marketing.

Make sure your e-mails are interesting, informative or useful to the readership. Content can be about the services or products you offer and/or interesting information related to your products or services. Case studies or application stories are always of interest. Remember, if you emails are not useful to your contacts they will soon get fed up and ignore them.


How to create, send and generate performance reports for your e-mails

You need a purpose designed system that can cope with any list size you grow to and above all something that is quick and easy to use. Pepperneck provide a proven and simple online system. For more information follow this link

This allows you to create your own e-mail from scratch, use standard templates or bespoke templates that Pepperneck design for you. Upload your list from a spreadsheet or CSV file and send. You can then see reports immediately of how many of your e-mails were delivered successfully, how many bounced and how many people clicked through to your website. A list of these visitors to the website is an ideal target for you to follow up with telesales and to save as a segmented list on the e-mail system. This list then becomes a very focussed target for your next communication.

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