| E-mail marketing is one of the most effective ways to
keep in touch with customers. It is generally
cost-effective, and if done properly, can help build
brand awareness and loyalty. At a typical cost of only a
few cents per message, it's a bargain compared to
traditional direct mail at $1 or more per piece. In
addition, response rates on e-mail marketing are strong,
ranging from 5 to 35% depending on the industry and
format. Response rates for traditional mail averages in
the 1 to 3% range. One of the benefits of e-mail
marketing is the demographic information that customers
provide when signing up for your e-mail newsletter.
Discovering who your customers really are - age, gender,
income, and special interests, for example - can help you
target your products and services to their needs. Points
to consider when creating your e-mail newsletter:
- HTML vs. Plain Text: Response rates for HTML
newsletters are generally far higher than plain
text, and graphics and colors tend to make the
publications look far more professional. The
downside is that HTML e-mail is slower to
download, and some e-mail providers may screen
out HTML email.
- Provide incentive to subscribe: To get customers
to sign up for your newsletter, advertise the
benefits of receiving your newsletter, such as
helpful tips, informative content, or early
notification of special offers or campaigns.
- Don't just sell: Many studies suggest that e-mail
newsletters are read far more carefully when they
offer information that is useful to the
customers' lives rather than merely selling
products and services. Helpful tips, engaging
content, and humor are often expected to
accompany e-mail newsletters.
- Limit questions: As each demographic question you
ask may reduce the number of customers signing
up, it's best to limit the amount of information
you solicit or give customers the option of
skipping the questionnaire.
Establishing a Web Presence
Even if you choose not to sell your goods or services
online, a business web site can be a virtual marketing
brochure that you can update on demand with little or no
cost. Your presence on the Internet can be a useful
marketing tool by providing richer pre-sale information
or post-sale support and service. This might temporarily
differentiate your product or service from your
competitors'. E-marketing has lessened the disadvantage
that small businesses have faced for years when competing
with larger businesses.
eCommerce has redefined the marketplace, altered
business strategies, and allowed global competition
between local businesses. The term "electronic
commerce" has evolved from meaning simply electronic
shopping to representing all aspects of business and
market processes enabled by the Internet and other
digital technologies. The SBA is preparing to help this
new generation of Internet-enabled or eSmall Businesses.
Today's business emphasis is on ecommerce - rapid
electronic interactions enabled by the Internet and other
connected computer and telephone networks. Rapid business
transactions and unparalleled access to information is
changing consumer behavior and expectations. The U.S.
Small Business Administration (SBA) is reshaping its
programs to better serve small businesses that take
advantage of the Internet and other emerging
technologies.
Many small businesses assume that the Internet has
little value to them because they feel that their product
or service cannot be easily sold online, but inexpensive
information processing and electronic media can help most
small businesses provide better, faster customer service
and communication.
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