Reaching out to new customers and keeping current customers informed is the cornerstone of any business. It is essential to put your companies name on the mind of people who are looking for your type of product or service. Email marketing is a great way to extend your company into the offices, homes and pockets of your current and potential customers. It gives you the ability to reach a lot of people for a relatively small expense, especially when compared to other advertising tactics like TV and radio ads. However, there are several different email marketing services to choose and many different ways to use a service. As you consider different email marketing services there are a few things you should keep in mind.
What are your goals?
Before you decide which company you want, you should clearly define your goals. Do you want to send out newsletters or coupons to keep current customers interested? Do you want to drum up new business with promotions? Different services have different strengths and weaknesses. If you use email as your primary advertising tool and your goal is to increase foot traffic (or site traffic) in your store, then you will want an all-inclusive service. Look for a company an email marketing tool that will let you send promotional material, newsletters and coupons that you can track. Make sure you are able to see the impact that your outreach efforts are making.
If your goal is to raise awareness of events that your company is involved in then you will need a slightly different repertoire of skills. You will need features focused on email invitations that will draw customers and clients to your meetings, conferences and parties.
What is the price?
Pricing for email marketing services is generally monthly and based on the amount of contacts that are reached. Prices vary widely depending on the service; to reach 2,500 contacts can cost anywhere between $16 and $35. Obviously, you want to reach as many people as you can for the lowest price you can manage but don't sacrifice quality or the necessary features for price. There is no sense in paying less for a service if it doesn't have what you need.
Focus on quality
Make sure the service you choose is one that has a reputation for good quality. Read customer reviews and ask friends and colleagues that have used the service you are interested in for a real life testament to the company. Since you are using this service as a conduit that represents you to you clients and potential customers, you need to ensure that you will be represented well. Make sure that when an email is sent out with an invitation to an event, it looks good and functions properly on any device that readers might view it on. A poor looking email can do more harm than good if it misrepresents you to a client.
Weigh your options wisely before you make a decision. The wrong one can waste your money and make your company look bad to contacts but the right service can grow your business and open up new opportunities.