It’s the 21st century and there are tons of ways to promote your business on the Internet, but none are as reliable as email marketing. The importance of email marketing is often questioned though. “Email?” some say, “Isn’t that outdated?” Not at all! With simple email marketing software you can integrate databases and implement segmentation techniques in order to narrow your focus to your most promising customers.
A little ingenuity and a good email marketing campaign can help you: Build relationships with loyal customers Add depth to your marketing Bring about repeat sales Keep in touch with the customer Let’s consider each of these factors in turn.
Although it cannot and should not replace all face-to-face communication and others forms of communication, internal email usage can cover many areas within the business. Internal emails can function as an effective communication for sharing basic information, such as new cafeteria prices, paper use guidelines or security precautions, for example. Sending simple messages to an entire workforce with just the click of a mouse is fast, easy, convenient and can save the company money.
If saved, the email can function as proof of a message sent or received, and is easily accessible to remind the recipient of pertinent information. Many businesses use email as part of its marketing efforts to share information with prospects, customers, vendors.
Business emails should be concise and to the point. Use plain text and common fonts with a simple signature line. Fancy graphics, fonts, and backgrounds can take up unnecessary storage space in the recipient’s inbox and may load slowly, or not at all. Stick to one topic in a business email and write only the things that are appropriate for anyone to read, as email forwarding makes it possible for originally unintended parties to receive the email. Proper grammar and spelling is very important in business emails because it reflects on you and your abilities. Attachments should be prepared in a format that any recipient can easily access/download.
Whether sending an internal or external email, the subject line should accurately represent the content of the email. Use proper punctuation and capitalization, and use bold, italics and white space to make important information stand out from the rest of the content. Use a salutation to begin the email and only send to individuals that readily need or request to receive information from your business. Business emails should be brief, positive and professional.
Using email in business communication is certainly less personal than face-to-face communication. It can hinder social interaction and lead to less relationship building in the workplace. Misunderstandings are commonplace in written communication simply because the recipient cannot read the writer’s tone and expression, and therefore is left to interpretation. Consider that even though email can be quite informal, it is also a permanent record and should be treated carefully.
Email has been revolutionary in the world of business communication because information is quickly passed along with instantaneous efficiency and effectiveness. Employees are able to access information from a computer, phone or PDA nearly anywhere, and so are the company’s current and potential customers. The use of email within a business can greatly increase productivity for employees and can be a quick way to increase sales as well. More companies are using email communications as part of the marketing mix to communicate and interact with its target markets.
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