Five Reasons to Launch an Email Marketing Campaign

Are you pumped about marketing to that email advertising list you've been growing? You should be! No other method of online marketing allows you to contact as many people at once with a focused email marketing message. If you're smart, you'll use that advantage wisely and contact your email list when you have significant news. Here are five events that should always trigger an email marketing campaign:

Product Launch

Planning a major product launch? You should definitely let your email list know through an email marketing campaign, but there are ways to do that strategically. Build excitement about your product with a series of teaser email messages. Link to audio or video announcements leading up to the launch itself. Create a "beta test group" from previous buyers to test your product and include their testimonials in your email marketing campaign. Create a blog to generate interest before and after the product launch and link to it in your messages.

Rather than issuing a blanket "Here's our new product!" message, why not divide your list and focus promotions on specific sales triggers? Offer a second product at a reduced price to one segment. Offer another part of your email list a reduced price on the new product itself. Rotate your promotions from one email group to the other. Track which combination's result in the most sales. Email marketing is an exciting way to grow your business. The right email advertising will do wonders for your online business.

Announcing Important New Information

Good marketers are always searching for data about how their products can benefit clients. A market research firm can create surveys to gather this data for your company, and a copywriter can create a whitepaper or report about the results. If what they learn can directly benefit a segment of your emailing list, an email marketing campaign using a good email advertising strategy is a good way to get the word out.

Here's how that might look: hoping to fill her coaching calendar, a life coach commissions a survey of professional woman. Her market research finds that women who employ a life coach earn significantly more and find their lives more satisfying than women in general.

She leverages those significant facts into an email marketing campaign to the women on her ezine list. She includes a link to download the whitepaper containing the survey results. Because she's shared information of interest to professional women, her open and conversion rates exceed more generic campaigns.

A side note: she could have also used email to perform her own survey. A carefully worded survey linked to within an email campaign can also spark interest among email recipients. Collate the results and create a professional report to send in your next wave of messages.

A word about sharing information by email: offering a .pdf download or ebook adds legitimacy to your new data. Both are easy to create, so make the extra effort to add weight to your news.

New Location

Not all businesses that market by email are online. Some companies with physical locations use email marketing to drive business to their doors. When opening a new location, use email advertising in combination with mailers, print and web page ads.

Again, split your list into sections and test different messages to see what compels customers to visit. Try different graphics and images, as well as content, to learn what audiences prefer.

Joint Ventures

To increase your online impact quickly, learn which company's products attract audiences similar to yours. Approach them about running a joint email marketing campaign featuring both companies' products. Because you're sending this series of messages to both firm's email lists, you have the opportunity to increase your own opt-in list (and sales) quickly.

Here are a couple of tips for creating a successful joint email marketing venture:

1. Select a company to work with that has a mailing list substantially different from your own.

2. Choose products that are natural add-ons to yours, for example, training videos useful to your customers.

3. Each company should create a series of email marketing messages introducing their list to the other company's product and making the connection with their own.

4. These messages can link to a special webpage created to track orders from this promotion on each company's website.

Business Acquisition

Merging with another business is definitely worth announcing. Not only can you let your clients know you're expanding your products and services, you'll also be contacting the email list of the acquired company. Like a joint venture, combining two companies can be of major benefit to customers. A coordinated campaign including email announcements can drive new traffic to your site and increase your sales.

Email advertising, when used to announce significant new developments, is an effective way to increase business. Plan your campaigns carefully and coordinate them with other forms of advertising. In this way, you'll build both your list and your sales with each event.

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