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Denise Keller

How Do You Make Email Marketing Affordable and Lucrative?

Feb 11 2011, 11:55 AM by

Email marketing is a proven tool that can accentuate any online marketing strategy. It lends its power to the Fortune 500 company that needs to service thousands of customers and the hustling entrepreneur who caters to a few dozen clients. The fact that it is such a widely used feature across an increasing number of platforms gives it ubiquitous staying power. With the right moves, it could be the tool that generates solid results for your business
Put on Your Game Face
Having a workable strategy is key when gearing up for any type of marketing venture, and email marketing is no different. Who's your target audience? How are you going to reach them? Email can take you there, but you have to find a way to invite prospects into the relationship. What about your budget? Email marketing is definitely on the cheap side, but it could get expensive if you are not seeing good results - which might be understandable if you are clueless about measuring your performance. There is a lot to think about, and if you want to be successful, don't enter this arena without finding relevant email marketing solutions.
Always Be Relevant
Thinking you can afford generalities with your targeting approach could slowly lose you your audience. People are busy and have no time for messages that offer all fluff and no substance. Keep sending stuff that doesn't interest them and they may decide that pushing the "mark as spam" button is the easiest way to cut ties. In order to ensure that your marketing content is as relevant as possible, you must get to know your audience. Find out what they want and deliver it on a consistent basis. They signed up for a reason, and this is something you have to your advantage.
Keep a Healthy List
The overall health of your mailing list will play a huge role in your ability to keep email marketing affordable and profitable. Your list will reshape itself as time goes on. Some people will unsubscribe, and others will change their email address without giving you the slightest warning. All this activity could affect the quality of your list if you do nothing about it. When people opt out, remove them from your list right away. If you see that you are constantly getting hard bounces, don't hope they'll just disappear, investigate the matter and get rid of those if need be. By regularly cleaning your house list, you can keep your marketing expenses manageable and boost the return on your investment.

Email marketing can be both affordable and lucrative when you know what you're doing. Create a game plan, cater to your audience, keep your list in good shape and you could have the lengthy run some marketers never get to enjoy.

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