Email Marketing

Communication for Conversions

Forget building mailing lists with over 100,000 people in hopes of getting conversions.  Many businesses believe email-marketing success is a matter of quantity over quality. The thinking: the more email we send, the more conversions we’ll garner, and more money we’ll make, this is completely wrong!

When a customer adds their name to a list, the expectations as to email frequency, size and purpose must be kept in mind and the company’s behavior needs to match the customer’s expectations. The absolute worst thing that could happen is that a customer signs up for your newsletter, you then you send him sales emails, how-to’s, partner offers, etc. The customer’s expectation was that he’d get a newsletter, and instead the company has taken advantage of the customer. You’ll turn off that customer permanently.

So, how do you know which people on your mailing list are potential buyers and how do you figure out exactly what they want?  You can accomplish this by gathering the proper information; you can tailor your messages to customers in such a way that you maximize the potential for a conversion. Forget about demographics, if you sell shoes, for example, do not concern yourself with the customer’s shoe size and instead become passionate about why the customer wants shoes.

The more relevant your communication, the more likely the response from your email messages. Email marketing is much more effective when managed with a marketing strategy, therefore creating an email marketing plan will improve your communication and conversions, and help discover opportunities that are often missed due to failed communications. There is a little cost in setting this up and the rewards keep paying.