Search Engine Journal asked a question recently, “Should I Collect Email Addresses on My Blog in 2014?”
I was kind of puzzled by that, because email marketing is still one of the most effective ways to continually connect with customers who have indicated they want to hear from you. Turns out, SEJ agreed with me. They answered the question with a resounding “YES” and made these points:
- people have already shown interest — email is targeted
- it’s personal and private — great for feedback
- email is transactional — emails with promotions trigger sales
- measurability is easy — you can tell who opened it, or wants to unsubscribe
You can send out emails, track results, construct sign-up forms, create split-test auto-responders and behavioral-based emails with many email marketing service providers. If you already are using one, explore the possibilities you might have missed. If you are not sure what you want your email marketing to do, it might be time to get an Online Marketing Health Check-up and see what is possible.
Email is one of the best ways to market your business, but it only works when its email someone wants to open and read. You need to stay away from bait-and-switch tactics like subject lines that promise and don’t deliver. Your content needs to be worth taking the time to read or the recipient won’t want to get any more email from you. We know that people buy from those they trust but will go somewhere else if that trust is damaged by marketing tactics, for instance. The promise that email marketing holds is the creation of trust between you and your customer through repeated contacts and emails still work great for that.