When Email Marketing Is Not Enough
If you have already entered the world of email marketing you likely already realize the potential this type of marketing has to offer. However, you also likely realize it is not reasonable to expect your business to thrive if email marketing is the only marketing strategy you choose to utilize. This is not unusual as most businesses do not typically have a great deal of success unless they make the decision to incorporate more than one type of marketing into their overall marketing strategy. This article will examine a few other types of Internet marketing which may be used in conjunction with email marketing.
Email marketing in itself can be multi faceted. It may include sending out mass emails, distributing e-newsletters and even offering correspondence courses via email. Implementing only one of these email marketing strategies may resulting a small increase in either website traffic or sales but implementing more than one strategy at a time can create a more pronounced effect.
Similarly it is definitely worthwhile to incorporate other types of Internet marketing into promoting your business online if you are not already doing so. This can help you to enjoy a greater degree of success if you apply the strategies correctly. Some of the other types of marketing strategies you may wish to employ include placing banner ads, participating in industry related message boards and starting an affiliate program.
Of the other types of Internet marketing available, placing banner ads may be the most expensive option. In many cases your business will have to pay another website for the privilege of placing your banner ad on their website. Choosing a website which sells products which complement, without competing, for your business is worthwhile. However, there are some free options for banner ads including exchanges. However, you may be required to place more than one banner ad on your website for each time your banner ad appears on another lineup. Additionally, with this type of agreement you may not be able to control the type of website which displays your banner ad. For this reason it is worthwhile to pay for ad space so you can have more control over where your banner ads are displayed.
Participating in industry related forums can be another way to promote your business online. Message boards are online meeting places where individuals who share an interest can get together to discuss their interests as well as pertinent issues. They can also ask and answer questions. Most message boards allow users to place a link to their website in their signature line. If you regularly participate on an industry related message board and include a signature line with a link to your website you can reach a high concentration of members of your target audience. When using message boards to promote your business it is important to follow all message board guidelines and to avoid techniques which may be deemed as spam such as posting your link when it is not appropriate.
Affiliate marketing programs are another type of online marketing which can be used in conjunction with email marketing. Affiliate marketing involves allowing website owners to place advertisements for your business on their website. These website owners are known as affiliates. Each time one of their advertisements causes an Internet user to click through the advertisement or purchase an item the affiliate is compensated. This compensation schedule makes affiliate marketing incredibly cost effective. Essentially you do not pay your affiliates unless the advertising generates a specific reaction form Internet users such as making a purchase or generating website traffic. The amount of compensation should be determined beforehand and may be based on a flat fee or a percentage of the sale. Business owners have to embed code into the affiliate ads to determine which ads are generating profit or traffic so they know which affiliates to compensate but this information is also useful for determining which advertisements are most effective. This information can be used to fine tune the marketing effort.
When Email Marketing Does Not Work
Whether you are already involved in an email marketing campaign or are simply considering the possibility of launching an email marketing campaign it is important to note that email marketing does not always work. This means that sometimes despite your best efforts, or sometimes in spite of your best efforts, you email marketing campaign will either not generate the degree of success you anticipated or may not generate any success at all. This failure to generate success may be do to a variety of reasons. Some of these reasons may be a lack of interest on behalf of your target audience, failure to properly execute your email marketing strategy or poor planning in your strategy. This article will take a look at some situations in which email marketing is not effective and will offer some advice for dealing with these situations.
First we will consider why a lack of interest from target audience members can result in a failed email marketing campaign. Before investing time, energy and money into an email marketing campaign, it is worthwhile to hire a consultant to conduct market research. This research should provide valuable feedback such as demographics for the target audience and information on the probability these target audience members will be responsive to email marketing. This last piece of information in particular should help the business owner to determine whether or not to pursue email marketing as an advertising option. If market research indicates the members of your target audience are not likely to purchase the products or services you offer online or even use the Internet to research these products or services; investing in an email marketing campaign is not worthwhile. You may enjoy a small degree of success from this marketing effort but it is not likely to significant enough to warrant the time and effort required to achieve this small degree of success.
Another aspect of email marketing which can cause your marketing campaign to result in failure is the inability to properly execute your marketing plan. This is important because even the most well formulated marketing strategy can flounder if you are not able to properly execute these steps. For example, you may plan to use e-newsletters as a critical component of your email marketing campaign but if these e-newsletters do not appear to be professionally designed and written, frequently arrive late and do not offer valuable information, readers are not likely to invest in your products or services based on these e-newsletters. In each aspect of your email marketing campaign, you should strive to ensure the information you provide to your email recipients is informative, accurate and interesting. This type of copy is more likely to pique the interest of the readers.
Finally, poor planning can cause an email marketing campaign to falter. For example, if you were to issue a component of your email marketing campaign hoping to generate a huge interest in your products and receive a great deal of interest, you should be prepared to be able to sell your products. Not having enough stock on hand after you undergo a marketing effort can be a critical mistake because potential customers may lose interest if they have to wait for the products. This is just one example of poor planning causing problems but poor planning can cause a host of different problems including potential customers losing interesting, the creation of confusion regarding your products and services and even potential customers being angered by your email marketing.
Using Advertising in Email Marketing
The subject of whether or not it is acceptable to use advertising in email market is hotly debated with some Internet marketers being strongly in favor of placing advertisements in email marketing while others are strongly against the use of advertisements in email marketing. Still others take a more neutral stance and are not either firmly for or against the use of advertising in email marketing. This article will take a look at both sides of the argument and allow the reader to formulate his own opinions on whether or not this subject is worthwhile.
There are some Internet marketers who are strongly in favor of the use of advertisements in emails distributed for marketing purposes. Those who favor the use of advertisements view the sale of advertising space on email marketing materials such as emails or e-newsletters as a way to generate profit from the email marketing itself. They also believe this tactic puts less pressure on the Internet marketer to meet the expectations of the members of the email distribution list because the emails are already generating a profit even if they do not entice the email recipients to make a purchase.
Those who are firmly against the use of advertising in email marketing feel as though this makes the advertisements seem more like spam and less like marketing materials or useful information. Those on this side of the fence feel as though any advertisement in an email marketing campaign should be subtle advertising for the products and services offered by the distributor of the email and not advertisements for businesses who have paid for an advertising spot on the email. They believe the original emails are acceptable but additions to them are spam.
Still others are someone in between on the debate regarding whether or not advertising in email marketing is acceptable. In most cases these individuals believe it is acceptable for there to be advertising as long as it does not overshadow the original intent of the email. This middle of the road concept implies the Internet marketers are not firmly for or against the concept of placing advertisements on emails distributed fro marketing purposes.
The information in this article is rather vague by intention because it leaves more of an opportunity for the reader to form his own opinion. This is important because the subject is largely a matter of personal preference. Each reader must decide for himself whether or not he agrees with one side or the other or chooses to take a middle of the road stance. The opinions of readers of this article may be influenced by whether or not they are considered to be marketers or consumers. This is significant because it can impact the preferences. For example consumers may be less likely to appreciate advertisements in emails intended for marketing purposes because they feel it distracts from the original products. However, marketers may be more apt to be accepting of advertising because they can understand the financial gain which is possible. When evaluating opinions about the use of advertising, it is important to note whether or not the individual offering the opinion is involved in advertising. It might be more worthwhile to seek out opinions from consumers only as they are more likely to share the beliefs of your potential customers.