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How to Manage Email Marketing For Your Business
By: Darrel Hawes

An extremely effective way of marketing your products and services is email marketing. Every size and type of business is using it. Why are they using email marketing? Because it works!

Email marketing has the following advantages: relatively low cost, speed, viral (messages can be easily forwarded to others, without your direct involvement or knowledge), can drive traffic to an offline offer, and with the right systems, messages can be customized.

A great example of customization is Amazon.com. Amazon will periodically send recommendations based upon what the customer has purchased in the past. This is a powerful technique! If I receive information about marketing and self-help books, I pay attention. Messages relating to cooking or yoga (extremely popular with some markets) would be ignored by me. And everyone has a similar story: they are interested in some subjects and not other subjects. The more closely email messages or other communications hit the "hot buttons" for that individual, the greater likelihood that conversation will continue.

Through email campaigns, you can easily drive traffic to an offline offer. One way to do this is by sending out coupons. This can be done for either product or services. This model is used with great success by the bookseller Borders, who regularly sends me coupons that I can use in my local store. Service businesses can easily use this method too. If you own a beauty salon and notice several open slots for the next business day, a carefully crafted email with a 10-25% off coupon -good for one day only- could easily fill all your empty slots.

Perhaps you don't yet have the tools to manage an email marketing system. You have two major categories of choice: firstly, whether to purchase a program that installs on your own server. Alternatively, you can also utilize a hosted service and have your email database stored on a third-party's server.

The advantages of using your own program include: more flexible than a hosted service, no ongoing monthly fees, and more opportunities for customization. Popular options are Auto Reponse Plus and Mailloop.

Hosted services may cost a small amount upfront, but undoubtedly require a monthly fee. However, there are advantages. Services like Aweber, GetResponse, 1ShoppingCart, and EmailAces are run by experts in this area, who will help in the event of spam complaints.

Email marketing can be an excellent part of your marketing mix. If used properly, it can easily increase your revenue and help you retain customers.

Article Source: http://www.trade4net.com/articles

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