What is email marketing?
You might have come across the term ’email marketing’ lately and wondered what that is supposed to mean and whether it is something you should seriously look into. So let’s go ahead and start demystifying this term and see what the whole concept of email marketing entails.
Email marketing is simply a form of direct marketing that takes advantage of the Internet and email services to allow businesses and other entities to send information directly to potential customers and clients.
It differs from other marketing mediums due to its high degree of measurability, indeed today’s leading email marketing software enables you to see exactly who opened your emails and moreover whether your recipients were interested enough and took the extra step of clicking the links in your newsletter.
This degree of measurability usually either frightens marketers or else gets them very excited about the potential of such a system. In essence, with email marketing, you get the naked truth about whether your marketing campaigns are working or not, down to each individual to whom your marketing message is being directed to.
SMEs: Is it worth the effort?
Many small businesses are still wary of investing time and money into online marketing, an unfortunate situation that has been improving in recent years thanks to greater awareness and initiatives aimed at helping businesses set up their online presence. A website is a step in the right direction as it enables people to find you online, however with email marketing you are going a step further and actually reaching out to your clients and prospects yourself.
Let’s take your typical hairdresser as an example here. Clients tend to be particularly interested in taking good care of their hair, thus a bi-monthly newsletter can include an article about hair care, for example in the run-up to the summer months an article on protecting your hair from the blistering heat would likely be well received. Focusing on particular hair products available from the hairdresser can also help to raise awareness of their benefits and increase sales.
Such a newsletter, which provides value to customers, will help in fostering the business-client relationship by reminding customers that that hairdresser cares for them and should be the first choice when it is time for another appointment. Other attractive features could be images of clients before and after a makeover or hair done for special occasions such as weddings. Of course emails which provide value tend to be forwarded to friends and thus are an excellent way of getting new clients.
Big Companies: How does it fit within our marketing strategy?
Given that Malta has a thriving tourism sector which invests a lot of money in marketing, we can take a typical hotel operator as an example of how email marketing can benefit bigger companies. In our scenario, the hotel has already invested in a good website which is getting a fair share of traffic from search engines and online advertisements. The first step would be to include a ‘newsletter sign up’ section on the website, in which people can enter their name and email address. These details would go directly into the hotel’s mailing list. Email addresses can be also collected when tourists check in or out of the hotel. At this point it is also easier to gather other useful details such as the date of birth or anniversary date.
Once the system is in place the hotel’s marketing department can actually start formulating their email newsletters. An ideal start would be sending out monthly emails promoting that month’s best deals and providing information about important events taking place in Malta, thus enticing people to visit. Hotel upgrades such as a recent refurbishment or visits by famous personalities can also be included in this newsletter.
It is also important to take into consideration that, with the right email marketing software, a portion many tasks can be automated, thus for example the hotel can prepare a special weekend break deal for people having their birthday or who will be celebrating an anniversary. These emails can be automatically personalized and sent by using special triggers that are activated, for example, two weeks before a person’s birthday.
I’m Convinced, how do I get going?
There are several options for getting started with email marketing. A quick Google search will give you a list of established players in this field. Email marketing software suppliers tend to offer online systems which enable you to upload your contacts, then edit and send your newsletter through the online system. Most services also give you detailed statistics about email campaigns. Pricing plans tend to consist of either a fixed fee per month or a fee per number of emails sent, although other variations also exist. If you are new to email marketing it is also a good idea to hire a local consultant or company who can help you get started and point you in the right direction. Although foreign service providers offer technical support it is always better to have someone you can talk to locally who will offer you advice on email content and help to design and deploy your newsletters.
Before rushing to send out your emails it is very important to know that there is Maltese and European legislation which strives to protect internet users from unsolicited emails and misuse of their data. In Malta we have the Data Protection Act while the European Union has also issued a Privacy and Electronic Communications directive in this regard. To be safe one should follow the general rule of only sending emails to people who have indicated their willingness to receive such information, and always include a link within the email that permits the recipient to unsubscribe/opt-out from receiving any more updates in the future and thus be removed from your mailing list.
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