black rocks

email marketing message in bottle
Email MarketingWorks

It takes an average of 4 to 7 communications with someone before they will be comfortable enough to buy something from you.

You need to stay in touch with your prospects and build a relationship with them over time. Email marketing is the ideal way to do this. The costs are minuscule and the time required to expedite it is almost nothing once you get your system in place. Email has become a preferred way of communicating for many people. Not fully utilizing this powerful method of communication for your sales activities would be wasting a valuable resource that you have at your disposal.

Emailing vs. Spam

When we talk about email marketing we’re NOT talking about SPAM. Everybody hates spam. Rather than wasting your time sending out mass emails to complete strangers on mailing lists, we suggest that you focus on sending out permission-based newsletters and promotional offers to targeted people who freely give you their email address because they’re already interested in your type of products or services. They should be able to easily unsubscribe from your mailing list by clicking a small link at the bottom of each email.

This kind of opt-in correspondence is less obtrusive and your prospect can review your message at their leisure. Email is also a great follow-up tool after a traditional sales call or meeting.

What Should I Write in a Cold Email?

Professionally written emails are a way to show subscribers you really know what you're talking about and make them feel comfortable enough to make a future purchase. In general your email should be as personalized as possible, to make sure the recipient knows that you sought them out specifically and you have some important information that will help them succeed in their job or personal life. Like your website, the content should be well-written, persuasive, and have some punch or style. Don't be boring. Emphasize benefits rather than product features.

Ongoing Customer Communication

A regular monthly email program allows you to stay in contact with your existing customers and keep them informed of new products you have to offer. It is a little-recognized fact that at least 40% of people who have purchased from you once will buy from you again - if you follow-up with them. That means over one-third of your customer base is just waiting for you to offer them something new and exciting.

You have already cultivated a relationship with these old customers. You have put in the time and money to win their business and establish credibility. That's by far the most difficult part of the sales game. Just think of all the promotional activity that goes into getting those initial sales. So, once you have acquired those customers, you want to hold on to them and develop their lifetime value. An old marketing adage says that 80% of your sales will come from 20% of your customers.

What this all means is backend selling and upselling are your best bets to grow your business. You can:

  • Offer products that complement their original purchase
  • Include an offer for related products on your "Thank You for Your Purchase" page
  • Send out electronic loyalty coupons they can redeem on their next visit
  • Sell affiliate products that complement your product or service

The Best Tool for the Job

If you’re now struggling with managing your large e-mail lists, contact us for suggestions on the best email marketing apps to efficiently run your campaign. No matter what software you choose, graphically designed e-mail with well-written, highly targeted ad content will achieve the highest response rates.

Want more information? Please contact us to get a price quote!


Sign up to receive exclusive tips and tricks to improve your website and internet marketing campaigns.


Website Report Card

  • Is your website hard to navigate?
  • Does it comply with Web 2.0 standards?
  • Does it integrate social media tools?
  • Is your page content triggering sales?
  • Do you have a mobile-optimized website?

Get a free professional website evaluation to determine your website's strengths and weaknesses.

Learn More