Understanding Email Marketing

Understanding Email Marketing

Do you understand email marketing? If you do not, you do not have to worry just yet. This is because the concept of email marketing is relatively new and many business owners have not started to take advantage of this wonderful marketing tool yet. However, there are some savvy business owners who are already employing email marketing techniques to create additional business for themselves and to gain an advantage over the competition. While not having a great deal of knowledge about email marketing is not an immediate threat to your business, you should start learning about this concept to ensure it does not become a problem for you later as more and more business owners in your niche begin to take advantage of the concept of email marketing. This article will provide information on email marketing which should be useful to business owners who do not have experience with the subject matter.

Business owners should first understand the options available to them in terms of email marketing. The most common options include sending out mass emails with promotional materials, publishing and distributing e-newsletters and offering correspondence courses via email. The advantage to all of these marketing strategies is the ability to reach a worldwide audience. Unlike traditional methods of marketing such as television and radio ads or print media ads which only reach an audience in a limited area anyone with access to the Internet can benefit from your email marketing techniques.

Mass emails are the most popular form of email marketing. This includes emails which are sent to hundreds, thousands or even millions of recipients at once. The problem with this type of marketing is the potential for having your emails viewed as spam. This is likely to occur if you send your emails to recipients who have no interest in your products or services and have not expressed interest in receiving emails from you.

E-newsletters are also becoming increasingly popular as a form of email marketing. E-newsletters can be a simple or as complex as you prefer and may include text, graphics, advertisements, links or any combination of these elements. One of the first decisions you will have to make is whether you wish to make your e-newsletter strictly text or include graphics in the e-newsletter. If you are on a tight budget, it may be worthwhile to only include text to avoid the need to hire a graphic artist. You may be able to incorporate graphics yourself but they won’t look nearly as professional as the graphics provided by a professional. Likewise you can certainly write your own copy for your e-newsletter but you will likely create a much better impression if you hire a qualified professional writer to create the content for you instead.

Hiring a professional graphic artist and a professional writer may seem like an extraneous expense but it is actually quite important. Your e-newsletter may be the first impression many potential customers get of you and your work so it is important to make sure everything is of the highest quality.

Correspondence courses offered via email is the final email marketing strategy we will discuss. These courses may be either offered for a fee and turn into a source of income themselves or they may be made available for free. The theory behind offering these courses for free is they often contain subtle advertising urging visitors to invest in the products and services offered by your business. Whether you charge for your email correspondences courses or offer them for free, care should be taken to ensure the information contained in these courses is completely accurate. This is critical because potential customers who receive these email courses will be judging your business based on the quality and accuracy of these email courses. If they are filled with errors the potential customer may doubt the quality of your work and seek out the products and services offered by others including your direct competitors.

Visitors From Purchased Traffic


Today’s market place is very different than forty-years ago. Forty-years ago if you wanted to
open a business you had to have upfront costs, property, large amounts of inventory, and your
best bet for advertising was the local paper and direct mail pieces. Of course, this took a lot of
effort and even more money. You had to hope and wait for people to get your ad and decide to
come and purchase a product from you. Going out and getting them to come into your store
would have been a difficult feat.

Additionally, forty-years ago your ability of growth was limited to local purchasers for the most
part. If what you had to offer was not in a reasonable distant from your potential consumers,
your company suffered. Moreover, because most shopping was done near home, any bad
publicity could really hurt your company’s reputation; thus, leading to your company being shut

Forty-years ago consumers had to find local places to purchase their goods at; everyday
shopping was done within a modest radius from home-base. To know what merchant had new
products or sales, one had to wait for either the Wednesday Flyer or the Sunday paper.
Options for product purchases barely existed beyond one’s living area.

Jump forward to the modern day and we know all of this has changed. Today, any individual
can purchase whatever they desire from anywhere in the world. Most likely shipping will be
free and the products returnable. There is nothing that cannot be found – the Internet has
everything from the rarest of coffees to cheap rubber bracelets. It does not matter what is
wanted, it is there for the purchase. And, that ability to purchase whatever it is wanted can be
comparison shopped in the blink of an eye; thus an environment that is exceptional for the
buyer and a tough one for merchants.

For business owners the Internet can be hit or miss. There are more customers than one can
shake a stick at with an equal amount of competition. Unlike yester years when your nearest
competition was a decent amount of distance away and your location added to your bottom for
consumers appreciate convenience; the Internet has competition that is breathing down your
neck. Competition on the Internet is so close to your proximity that it would seem your could
just reach right through the Internet and touch them. They can take tease your customer away
long before that customer ever knows you exist. In fact, all your competition has to do is rank
better then you on any search engine results page.

Understanding the importance of your competitions proximity is one of the most important
things to understand when dealing with marketing attempts on the Internet. Today, there is no
distance between you and your competition and you most likely have anything that can not be
bought on some other website. Now, when a consumer wants and needs a product or

information, all they must do is put there desires into the URL and pages among pages of
options displays on the search engine results page.

What you must be concerned with in this situation, when listed amongst your competitors is
stand out. In this book, you will learn about the main and most popular techniques to
purchasing traffic to you website.

We will discuss pay-per-click methods that are one of the very most popular formats to use.
This technique works nicely and if you create an excellent ad, you will gain enough traffic to
push you to the next level of success. We will also discuss banner ads that were the first on the
block for website marketing ads. They fell from popular use for awhile but in the last few years
they have made their way back due to technological advances. These are inexpensive and if
done write, valuable.

To add to your arsenal of marketing weapons, we will also discuss email marketing and Search
Engine Optimization. Email marketing is a great tool and excellent for targeted marketing
attempts when you want to get up-close and personal with potential customers. Email
marketing, if done well, will build your own client lists that will prove profitable.

Search Engine Optimization is the king of purchasing website traffic. Search Engine
Optimization is not purchasing traffic in the traditional means of the online market place.
However, it is worth more than its weight in gold when done properly. Search Engine
Optimization can bring in traffic like no other technique and those who understand its value can
become the master of their search engine results page listing and rank. What is so pertinent to
understanding this technique is that it can eventually lead to you not needing to pay for traffic
from other mediums as all. Of course, you will continue to want to use other methods of paid
website traffic, but you will be able to become much more selective in your efforts with more
to spend on growth.

We will end this book with terms you need to know to start understanding the web marketing
industry. When first learning how to build your web site, it can be hard to gather your thoughts
and wrap your mind around what is being said. To help in that, terms that are most often
discussed in web traffic buying is listed. Not all of these terms are concepts mentioned
throughout the book, but they are listed to add to your understanding. Read them as you
would the rest of the book. They provide more than just definitions, there are helpful tips to be