Making Email Marketing Work for You

There is a lot of talk out there about making the most of your marketing dollar in regard to the Internet. The banner ad is on the way out. Prices have dropped considerably over the last year as banners have seemed to have lost their effectiveness. They are still around and probably always will be.

Something that has been around for the last couple years is email marketing. This also called Permission Marketing. You get permission from people who sign up at your site to market to them. You can do this by sending them weekly specials, a newsletter, or even jokes. The offerings are endless out there. But people are signing up.

I get about four different email newsletters on a daily basis. One of them is normally four or five paragraphs long and has helpful tips on marketing. I get a couple that deal strictly with web site development. Most of the time I read them and find them helpful.

I signed up for them because they offer something of value to me. They give me upto-date information about things I'm interested. In between the helpful information are ads for things that would complement the work I do as a Web designer. I don't click on all the ads, but do look at them on a consistent basis.

They publishers of these newsletter are able to sell advertising or swap out advertising with other publishers. It's a win-win situation for everyone.

What do you have to offer that others could benefit from? Are you an expert in ceiling fans or fire departments or leadership development? If so, why not share that information and come across as an expert. When people see you as an expert, they are more likely to hire you for consulting or buy your product.

So, what you need to do is develop a list of short articles that you could write in your field of expertise (or even better, use articles you've already written--either condense or expand it). Then put a sign up box on every page of your site for a newsletter. You can have it so that it automatically goes into a database. You start collecting names of people who have given you permission to contact them on a regular basis.

So you're collecting names and communicating with them on a regular basis. Your name is getting out there and you are an expert. And your business thrives. Easy, right? Not always, but you are making progress in marketing yourself and your gaining a reputation. Look into email marketing today.

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Dave Carlson is the owner of Green Chair Marketing Group, a boutique marketing firm specializing in developing comprehensive marketing plans focusing on Internet strategies to help businesses succeed. He can be reached at 720-922-3124. See his Web site at www.GreenChair.net.

© 2001, Dave Carlson, All Rights Reserved