Email is an effective marketing tool when used strategically.
When used appropriately, email campaigns can be an effective form of viral advertising, whereby your customers indirectly promote your business. A customer might forward a relevant article you send in an email blast or give a coupon for your business to a friend. Build a useful, consistent email campaign that creates a positive representation of your business and serves the needs of your customers.
Tip Campaign
Whether you provide a professional service or product, sending out a weekly tip is a great way to provide value to your customers on your mailing list. Often, people have very little time to read emails and a long newsletter could scare them off. Instead, include tips for be more efficient, get rid of stress, make more money, or advance professionally using your product/service. The key is to succeed in getting the recipient to forward the tip to a friend and get the friend to opt-in to your mailing list as well.
Follow-up Campaign
After hosting an event, selling a product/service, or becoming an organization's member, people are often left to navigate their own path in getting the most out of their purchase. Follow up with an email welcoming your customer to your organization or offering a tutorial. Or send a note outlining how they can create the best use of your product. The customer benefits by receiving useful information, and you benefit by keeping in contact with your customer without seeming too pushy.
Birthday Coupon
Sending out coupons for your product/service to a customer on his or her birthday is a great way to maintain a positive relationship. Customers receive lots of emails asking them to buy or read things. But the strength in sending the customer a free item or discount, plus a special message, is that customers know your message is personalized. The coupon element is essential because it gives them an action item from your email encouraging them to do business with you.
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