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The purpose of email marketing is to establish or maintain relationships with potential customers. The first step is to build an email list of people who are genuinely interested in hearing about your product or service. One way to attract subscribers and add their names to your email list is to offer value – content that potential subscribers want to download because it solves a problem or makes life easier. Examples of content that subscribers might want to download are pdf checklists, tip sheets on topics relevant to readers you want to keep as subscribers, a short ebook (less than 25 pages), coupons, discounts on a product, a newsletter, a webinar or video.

Sending content in emails once a week or once a month keeps you in the customers’ minds without being excessive. Ask yourself, “What would my ideal customer want or need?” Make your content consistent with your own personal style – if it sounds like someone else, even friends and family might wonder who sent the email. In addition to your “Freemiums,” “Opt-ins” or “Lead Magnets,” every contact should promote the product or service you provide (your sales pitch) on the Home Page and About Me pages of your website as well as other pages.

It is valuable to track your email marketing:

  • Do subscribers open your emails?
  • How many unsubscribe?

For an email list of up to 2,000 subscribers, Mail Chimp is one no-cost option for a beginning Content Management System. Other choices include AWeber, Constant Contact, Infusion Soft, and Ontraport, which are more technical and have a fee based on the number on your subscriber list. The quality of subscribers (those truly interested in your topic) and content (relevant content) is more important than a huge number of subscribers and high frequency of contacts.

Source: “The Importance of Email Marketing” Webinar by Amy Soward, MS, RD