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Email Marketing – The Difference Between Email And Email Marketing

June 16, 2010 By Leave a Comment

Hi Everyone

In an article by DJ Waldow in the Email Insider they posed the theory that sending an Email is NOT the same as Email Marketing.

And I wholeheartedly agree.

You see people are used to sending emails.

They do it every day at work as an internal communication or they send an email to their friends to find out ‘what’s happening.  Actually, people who have a computer at their desk send out regular emails both work and pleasure because it has become the norm these days.

Sure you have Twitter and Facebook and YouTube and there are other very special Social Media sites but it is the humble email which gets used the most.

But the very essence of this communication means the intended recipient may have very little knowledge the email is coming and therefore totally taken aback by the email content.  i.e. They were not expecting the email – it just arrived in their in-box.

And the very nature of this type of communication is such it is generally one-on-one or with a few people as “cc’s”.

This is what we call Emailing.  It isn’t Email Marketing no matter what the content or intent of the email was.

Because…

Email Marketing is quite different.

Email Marketing is sending out a message to one or many people, written in the first person and is often an expected and welcomed interlude in the intended recipient’s day.

The message contains a subject the person expects to receive information on as it is often sent from an ‘opted-in site’ or what is known as a ‘permission based’ email.

Permission based emails are very clear to the recipient on the subject matter, what is likely to be included and often contains a message which will help them solve a problem or add value to their life.

Permission based emails are welcomed by the recipients because they have requested information to be sent to them or have shown they are willing to accept messages from someone based on the content matter.

So, there is the main difference between Email and Email Marketing.

But it really isn’t that simple.

If you wish to undertake Email Marketing it is necessary to abide to a proven formula.

It’s best to ensure you are protecting yourself against the Can Spam Act (USA) and the Spam Act 2003 (Australia).

And to make sure you are download material and follow someone who knows what they are doing.

It will save you heaps in time and energy and frustration and possible unsavoury legalities when you do.

Cheers and Great Selling
Kurt

Filed Under: Business Strategy, Email Marketing Tagged With: , , , , , , , , , , , , ,

Email Marketing – Are You Guilty Of Shotgun Marketing?

June 16, 2010 By Leave a Comment

Hi Everyone

How is your Email Marketing going or are you guilty of  “Shotgun Marketing”?

You see, whilst Email Marketing is not an exact science it is still the most cost effective means to get your marketing messages out to your crowd.

Let me explain.

I coined the phrase Shotgun Marketing many years ago because most people in businesses market like they are going duck hunting.

Duck hunters load up their shotgun with pellets.  These pellets are hundreds, even thousands of tiny metal projectiles crammed down the shotgun which when fired upon blasts along the barrel at a rapid pace and spreads like a fisherman’s net over a vast area of the sky.

The idea is to have these pellets directed into a flock of low flying ducks or birds hoping one of the pellets hits a duck in a spot which will make them fall nearby where they can be retrieved.

Simple really isn’t it.

But the reality is…

Not many of the pellets hit the intended target in the correct spot to achieve this fate and most of the pellets continue their journey to land in some inconspicuous, innocuous and unknown place.

Yes, most pellets fall to the ground but a few may graze a duck, without hindering them too much, leaving them to continue to fly unabated.

And this is like many businesses marketing efforts.

Are you guilty of  advertising in newspapers and on radio, in magazines and on T.V., much like a duck hunter hunts, and expects your adverts will find you a customer?

Like most duck hunters, these type of  advertisements may graze the intended recipient, without hindering them too much, leaving them to continue to watch or read unabated.

If you really wish your advertising to stick then you must adopt a MISSILE MARKETING approach.

And the best way to do this is with Email Marketing.

Email marketing directs your marketing message, much like a missile, direct into a person’s in-box leaving them in no doubt about your intention to helping them solve  a problem.

Email marketing is personal, it’s affordable and addresses the very fabric of relationship building by talking one-on-one with your prospect or customer.

So, before you do any marketing again ask yourself this vital question,
“Am I  Guilty Of Shotgun Marketing?”.

and if you are -

then…

Adopt Email Marketing into your marketing mix.  Your customers will love the personalised special attention you are giving them.

Cheers and Great Selling
Kurt

Filed Under: Business Strategy, Email Marketing Tagged With: , , , , , , , , , , , , , , ,