There are so many different ways to market your online business or any products that you are hoping to sell online. Spreading the word to your target market can be difficult in some cases because at first nobody knows what you are selling and so many others out there are trying hard to catch their attention with some that could be competing directly against you. To keep up with the competition, you need to master some of the marketing techniques. Email marketing is one of the older methods that are still being practiced today because it is easy to do if you have the right tools.
Defining Email Marketing
Email marketing is all about bringing content to people’s inboxes. Providing that the recipients opted in to receive information, email marketing will never be considered as spam. This method of marketing is quite effective as most active Internet users check their e-mail accounts on a daily basis and in some cases, more often each day. It also doubles as an organization tool for managing leads so people in the list can be contacted individually on demand. Usually e-mail marketing is powered by group messages that are sent containing advertisements or special offers that may tempt people on the list to check out.
Tools Required for Email Marketing
While you can start email marketing campaigns using your existing e-mail addresses, it is better to create a separate account to better manage your contacts and avoid mixing personal e-mails with business e-mails. You will also need an autoresponder so people that visit your website can be automatically greeted with an e-mail once they agree to be a part of their list. The opt-in and activation e-mails help separate the bots and spammers from people that are really interested in what you have to offer. It is also capable of tracking e-mail messages and sending group messages at specific intervals making follow-up emails easy which is crucial for successful e-mail marketing campaigns. AWeber is one of the best autoresponder tools that help get the job done.
How to get your subscribers re-engaged?
Getting inactive subscribers interested in what you offer is tricky but it can be done. It takes a little bit of creative marketing on your part, but if you can re-interest them, you will regain a valuable resource. Here are some tips that you may find helpful in getting your inactive subscribers active once again. Firstly you can remind them why they signed up for your e-mails.
Review your e-mail list segmentation
Take all of your inactive subscribers and see where they fall in your segmentations. Once you have done that, separate your inactive subscribers and your active subscribers within the segmentation and then develop a separate content for the inactive subscribers based on the content you use for the active ones. Test out different content with the inactive subscribers until you find the one that works and draws them back into the fold. Use the same strategy for all of your other inactive subscriber segmentation.
Send out a survey
Invite all of your subscribers to participate in a survey about your company and send the information out to them on a regular basis. Ask them for suggestions and about the type of content they would like to see in future e-mails. To be the catalyst you need to make inactive subscribers respond to you and become active once again. Those who do not respond whatsoever can be safely removed from your list.
Verify that you have the correct e-mail address
One of the biggest reasons for people to become inactive is the one when they change their e-mail account. You can try and obtain a new e-mail address for these inactive subscribers by opting in to a service that accepts ‘chronic non-responder’ e-mails and attempts to update the e-mails for you. Many companies are adopting this practice in order to keep their revenue up and their house e-mail databases up to date.
Evaluate the risk of continuing to send e-mails to non-responders
More likely there is no problem in sending e-mails to inactive e-mail addresses. Usually these people have no interest in taking time to even report you as a spammer. You do need to be careful, however, that your e-mails are not stuck in ISP ‘spam traps’. The ISPs have no idea that you are a legitimate company. The best thing to do is to review your e-mail database once a year and purge those ones who didn’t react to any of your recent attempts to interest them again in your company.