Any successful business has a top-notch marketing department. Even if this department is only comprised of a single employee or an outside firm, it is through marketing efforts that businesses are able to boost their brand awareness, which is what ultimately leads to an increase in profit levels. What you need to be asking yourself is, "what marketing efforts are actually worth the money?"
Fortunately, when it comes to email marketing, you can rest assured that the money invested will be well spent. Better yet, email marketing is very cost-effective. In fact, in 2010, according to Campaignmonitor.com, "email [returned] $42 on every dollar spent." As for right now, let's take a quick look at how you can improve your company's brand awareness through email marketing.
Email Marketing Is Essential
What industry is your business operating in? Wait a minute. There's really no reason to answer that question because regardless of the industry, email marketing will prove to be essential to boosting your company's brand awareness.
Understanding the Links to Use
Consumers want to know what it is that you are selling. Not only this, they want to know relevant information that pertains to the services/products you are selling. Because of this, the links in the emails that you send to both potential and existing customers need to direct them to pages on your company's blog. Yes, you read that right. Your company needs a blog and the links in your emails need to link directly to your blog.
Sending Out Regular Emails
If you send out daily emails (and possibly weekly depending on your industry), your potential and existing customers are likely to mark your emails as spam. This isn’t good for business. To reduce the risk of your emails being marked as spam, you need to send out them out regularly but on a limited basis, such as one to four times a month. If you happen to send out four emails a month, make sure they go out on a weekly basis. You never want to flood your customers' email accounts with emails day after day. If you do, they will likely mark your email efforts as spam.
There's absolutely no sense in sending out mass emails if they offer nothing to the receivers. You need to incorporate within all of your emails an incentive for the receivers to do business with your company. This means you need to offer some type of discount. Whether the discount is buy-one-get-one-free or 25 percent off the next purchase, discounts are imperative.