Don't go nuts with e-mail marketing

I get a ton of e-mails each and every day, as most companies do. Much of it is unwanted. Like the $100,000 the Central Bank of Nigeria wants to transfer to my bank account. Or the 750,000 Euros I won in the Swiss Lotto. The use of e-mail marketing is ever increasing and could be a viable lead generation vehicle if used properly and prudently. But, don’t go crazy by blasting it out to anyone and everyone. Here are two pointers:

Use a qualified e-mail list

To make sure your blast message gets out, send it to the appropriate contacts.
It’s very tempting to buy a 5,000 name list and just blast it out. But, how many of those “strangers” will actually open it. More and more, people are afraid of viruses and they’re reluctant to click on an e-mail from a name they don’t recognize or that looks suspicious. Your best bet is to do all the e-mailing yourself. Compile your list from people you may have met at a networking or chamber event or that you know from the social networks like Facebook, Twitter and Linkedin. Target specific clients or your own prospects. That way, at least you have a fighting chance of someone opening and responding to your offer or message. A good clue is look at your own inbox and considers what you’d be willing to open without repercussion. If it’s someone you’ve worked with in the past, there’s a good chance that your e-mail will be opened.

Create a sense of value

You might want to include a special offer, such a free consultation, discount, gift or giveaway for responding. Even if it’s not exactly what a client or prospect wants, it may engender a conversation. Sharing information may get a strong response; you don’t always have to be selling anything. Something like, “what do you think of this” or “I ‘d like your opinion about…” should boost your open rate.

E-mail marketing is here to stay and its impact will be felt for years to come.
Best of all, you can measure success directly with web service sites like www.bit.ly which creates trackable URL’s. Used in conjunction with your website,
traditional direct mail and other advertising media, it’s a great means of attracting attention to your products and services.