Direct Email Marketing

Companies are most productive when they include direct email marketing and opt in list building in their advertising program to promote their product or service. Direct email marketing is the process by which ads are sent to a targeted demographic of potential customers. This action differs from spam emails in several ways. First, the advertising is of high quality. The best ads include the latest in online video marketing techniques and allow for interaction with the customer and an immediate link with a website to gain more information and make a purchase.

Secondly, the advertising email is sent using personalization techniques which attempt to address the customer as an individual. Some use information fields to customize materials. However, at times errors in fields can generate results which range from mildly amusing to irritating -- and few sales will result if the company is seen as incompetent or careless. (Besides, did anyone really fall for that old 'I called you by name, so we are now buddies, please buy something' technique, anyway?) Avoid, too, that false flattery which some mailings include, like Because of the excellent way you have handled financial matters in the past, our company is presenting the opportunity to purchase.... Instead, a more general letter appealing to the interests of the type of person which a business is seeking to target is going to be much more effective.

To further distinguish direct email marketing from its annoying (and occasionally, illegal) cousin, spam, customers should be given the option to indicate whether they would like to receive further emails or choose to have their names removed from the email list. Such opt in list building distinguishes the advertising from spam emails because it give the customer a sense of control over the materials he or she receives and increases the likelihood that it will be read. In addition, many advertisements these days include a way for the customer to immediately refer a friend to the product or service. Since a person is often surrounded by somewhat like-minded individuals, this may be one of the best ways to build a business' email list. Since people enjoy being entertained as well as informed, the use of humor in direct email marketing can also affect whether the advertising is sent ahead for other friends to see.

Text is as important as high quality graphics in crafting an effective advertisement. Marketing which is full of errors in spelling and grammar is a sure way to discredit a business. Everyone makes these errors occasionally, but potential customers may legitimately wonder, If they can't even proofread their advertisement, can I trust them to do quality work as they remodel my kitchen? Likewise, check the advertisement to be sure that there are no ambiguous or confusing statements. Arousing curiosity about the business is one thing; confusing customers is just annoying and will cause them to reject the message. As the apostle Paul warned, ...For if the trumpet give an uncertain sound, who shall prepare himself to the battle? So likewise ye, except ye utter by the tongue words easy to be understood, how shall it be known what is spoken? for ye shall speak into the air. (I Corinthians 14:8-9). Of course, Paul was speaking about the proper use of spiritual gifts and this article is about direct email, but the principle remains: if an individual wants to get a message across, he or she needs to speak clearly and distinctly. Proofread several times. Allow a friend to check for spelling, grammar and clarity. Spell-check functions do not always catch certain types of errors, which may turn into a problem if one's final copy proclaims that one is seeking to sell 'bat' rather than 'cat' food. Check the ad again, later, so perceptions are fresh. If difficulty remains, consider professional help -- with the advertising, that is. The added expense of a good copywriter is better than customers being lost due to carelessness.

In contrast with spam's blanket-bombing approach, direct email marketing messages are sent to a smaller, yet target-rich base of customers. Since they are carefully selected, based on demographics, attitudes, interests or other criteria, a greater percentage should respond. Most clients of email marketing firms are given some means of gathering data about the effectiveness of the advertising campaign. Usually this is done by some form of metrics: noting the number of customer responses, the number of responses which result in a purchase, or even the number of messages opened. Some companies provide analysis of why messages bounced -- due to filtering programs, errors, or even a full mailbox. The purpose of gathering this information is so that companies can determine which parts of the marketing worked, and which need further adjusting to be effective. For example, perhaps the way that the advertisement is constructed causes it to be rejected by antivirus or antispam programs on customers' computers.

Another contrast with spam emails is that often the prospects for direct email are gathered by opt in list building. Most people are familiar with opt out lists, where customers demand that their names be removed from a certain mailing list, or forbid information to be released to advertisers. This opt in list building occurs when a person instead gives permission for just the opposite. In this scenario, customers actually choose to allow their information to be given to specific types of businesses because they want to receive mailings about this subject matter. It may take time to build up a company's email list, because it takes time to fashion a base of satisfied, repeat customers. Take advantage of conferences or other times when opportunities to engage in opt in list building can occur. Some businesses offer some type of incentive for signing up for future mailings, such as a newsletter or a percentage off of future purchases. Many companies regard this list of email contacts to be one of the most important aspects of their business. This is because such a list represents the factor which no company can do without -- the satisfied, repeat customer.